客户视角下的NPS:近期经历的影响

IF 2.4 4区 管理学 Q3 BUSINESS
Jonna Pechter, Andres Kuusik
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引用次数: 0

摘要

净推荐值(NPS)是衡量客户忠诚度的一个流行指标,Reichheld声称它可以预测公司的增长。然而,各种学术研究对其可靠性和预测能力提供了有争议的结果。本研究分析了受访者在不同的预先描述和验证的情况下如何回答推荐可能性(LTR)问题。向1000名参与者展示了由以前和最近在一家银行的经历组成的情况描述,并询问他们在这样的经历之后如何回答LTR问题。结果表明,受访者对良好体验的评分并不总是很高,而对糟糕体验的评分则很低。但是,如果被调查者的人数较多,不同的回答方式就会相互抵消,因此,国民年金调查的结果显示,“好的体验”比“不好的体验”要高。此外,我们注意到,尽管所有受访者对负面体验的评价都很低,但X一代和婴儿潮一代对中性和积极体验的评分往往较低。收入和基础教育水平较低的人在“中性体验”方面得分较低。最近的经历会影响客户推荐更多公司的可能性,而不是以前的经历。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
NPS from the customer’s perspective: The influence of the recent experience
The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty and is claimed by Reichheld to predict a company’s growth. However, various academic studies provide controversial results regarding its reliability and prediction powers. This study analyzes how respondents answer the likelihood-to-recommend (LTR) question in different predescribed and validated situations. One thousand participants are presented with situation descriptions that consist of previous and recent experiences with a bank and are asked how they would respond to the LTR question after such an experience. The results indicate that respondents do not always give a high score for good experiences, and a low score for bad experiences. However, with a high number of respondents, the different answering approaches even out, and the NPS results are higher for good than for bad experiences. Additionally, we notice that whereas negative experiences are evaluated as low by all respondents, Generation X and Boomers tend to give lower scores for neutral and positive experiences. Those with lower income and basic education give lower scores for neutral experiences. The recent experience influences the customer’s likelihood of recommending more than the previous experiences with the company.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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