净促进者得分是否应辅以其他客户反馈指标?移动电话行业净促进者得分与情感的实证调查

IF 2.4 4区 管理学 Q3 BUSINESS
Steffen Müller, Roger Seiler, Melanie Völkle
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引用次数: 0

摘要

净推荐值(NPS)是最受欢迎的客户反馈指标(cfm)之一,具有优点和局限性。一个限制是,先前的研究表明,NPS在解释销售增长或客户流失等结果变量方面并不比其他cfm好。然而,大多数先前的研究并没有考虑cfm、与顾客满意度前因式相关的cfm和具有情感成分的cfm的组合。因此,我们认为NPS应该辅以其他cfm,例如情绪。在手机行业的实证调查中,我们选择净情感价值(NEV)来衡量情绪。我们表明,与仅使用NPS或仅使用新能源汽车相比,NPS和新能源汽车的结合可以更好地解释三个结果变量中的两个。我们还说明了情绪概况和驱动因素分析如何用于识别诋毁者、被动者和促进者最相关的情绪,并总结了进一步研究的局限性和潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Should Net Promoter Score be supplemented with other customer feedback metrics? An empirical investigation of Net Promoter Score and emotions in the mobile phone industry
Net Promoter Score (NPS) is one of the most popular customer feedback metrics (CFMs) with benefits and limitations. One limitation is that prior research has shown that NPS is not better in explaining outcome variables such as sales growth or churn than other CFMs. Most prior research, however, has not considered combinations of CFMs, CFMs related to the antecedents of customer satisfaction, and CFMs with affective components. Therefore, we argue that NPS should be supplemented with other CFMs, e.g., emotions. In an empirical investigation in the mobile phone industry, we choose Net Emotional Value (NEV) to measure of emotions. We show that a combination of NPS and NEV leads to a better explanation of two out of three outcome variables compared to using NPS only or NEV only. We also illustrate how emotional profiles and driver analyses can be used to identify the most relevant emotions of Detractors, Passives, and Promoters and conclude with limitations and potential for further research.
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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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