感知价值与净促销员得分之间关系的实证研究:专业连锁零售店的应用

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-12-06 DOI:10.1177/14707853231219422
L. Maubisson, Rémi Mencarelli, A. Rivière
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引用次数: 0

摘要

尽管净推荐值(NPS)在管理人员中很受欢迎,但营销文献对这一指标的关注有限,而是主要关注它对业务绩效的影响。然而,为了突出促成NPS形成的机制并确定提高分数的操作手段,更深入地了解区分NPS客户类别的因素(“诋毁者”,“被动者”和“促进者”)是很重要的。因此,本研究探讨了感知价值与NPS之间的关系。本文对来自两家专业零售连锁店的893名顾客进行了实证研究,以检验价值来源与顾客分类为“诋毁者”、“被动者”或“促进者”之间的关系。结果还导致根据这些客户类别识别差异化的价值概况。
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An empirical study of the relationship between perceived value and the net promoter score: Application to specialized retail chains
Despite the Net Promoter Score’s (NPS) popularity among managers, the marketing literature has given limited attention to this indicator and has, instead, focused primarily on its impact on business performance. However, to highlight the mechanisms that contribute to the formation of the NPS and identify operational means to improve the score, it is important to get a deeper understanding of the factors that distinguish the NPS’s customer categories (“detractors,” “passives,” and “promoters”). Accordingly, this research explores the relationship between perceived value and the NPS. An empirical study of 893 customers from two specialized retail chains was conducted to examine the relations between value sources and customer categorization as “detractors,” “passives,” or “promoters”. The results also lead to the identification of differentiated value profiles according to these customer categories.
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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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