从研究到行动:在管理实践中提高净推荐值的利用率

IF 2.4 4区管理学 Q3 BUSINESS

International Journal of Market Research Pub Date : 2023-10-26 DOI:10.1177/14707853231209893

Sven Baehre

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引用次数: 0

摘要

尽管它被业界广泛采用，但学术文献对净推荐值(NPS)持怀疑态度。鉴于管理人员持续使用NPS，本研究报告提供了对其实际实施的更深入理解，同时探索了NPS为管理人员提供的潜在好处，重点讨论了交易型和品牌健康型NPS之间的区别。此外，本研究报告还介绍了使用NPS的五个基本管理考虑因素，进一步扩展了未来管理相关研究的范围。

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From Research to Action: Enhancing Net Promoter Score Utilization in Managerial Practice

Despite its widespread adoption by industry, the academic literature is quite skeptical about the Net Promoter Score (NPS). Given the persistent use of NPS by managers, this research note provides a deeper understanding of its practical implementation while exploring the potential benefits NPS offers to managers, focusing on the distinction between transactional and brand health NPS. Furthermore, this research note also introduces five essential managerial considerations for using NPS, further extending the scope for managerial-relevant future research.

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来源期刊

International Journal of Market Research BUSINESS-

CiteScore

6.00

自引率

6.70%

发文量

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