{"title":"From Research to Action: Enhancing Net Promoter Score Utilization in Managerial Practice","authors":"Sven Baehre","doi":"10.1177/14707853231209893","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/14707853231209893","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
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.
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