What makes customers willing to recommend a retailer - the study on roots of positive Net Promoter Score index

• Authors: Paweł Korneta
• Languages of publication: EN

Abstracts

EN

Net Promoter Score index (NPS index) is examined from customers perspective. The statistical analysis of NPS index obtained for different retailers by customers survey is presented. The correlation coefficients between NPS index and a set of criteria are given and the key drivers of NPS index are determined. It is shown that the most important factor in the creation of positive NPS index is the trust, while perception of the low price is less influential. The direction in which retailers should move with their communication and in-store activities is suggested.(original abstract)

Keywords

EN

Consumer preferences; Customer loyalty; Individual clients; Recommendation; Net Promoter Score (NPS)

PL

Preferencje konsumenta; Lojalność klientów; Klienci indywidualni; Rekomendacje; Wskaźnik NPS

• Publisher: Instytut Naukowo-Wydawniczy "SPATIUM"
• Journal: Central European Review of Economics & Finance
• Year: 2014
• Issue: Vol. 5, No 2
• Pages: 61-74

Contributors

author

Paweł Korneta

• OC&C Strategy Consultants Warsaw Office

References

• Anderson E. W., Fornell C. and Lehmann D. R., (1994), Customer Satisfaction, Market Share and Profitability: Findings from Sweden, Journal of Marketing, July, No 58.
• Bolton R.N., Kannan P.K. and Bramlett M. D., (2000), Implications of Loyalty Program Membership and Service Experiences on Customer Retation and Value, Academy of Marketing Science, Journal, Winter; 28, 1.
• Chang E.C., Fan X., (2013), More Promoters and Less Detractors: Using Generalized Ordinal Logistic Regression to Identify Drivers of Customer Loyalty, International Journal of Marketing Studies; Vol. 5, No. 5.
• Chłodnicki M., Rogoziński K., (2006), Etyczny i ekonomiczny wymiar lojalności w marketingu usług, [w:] K. Rogoziński (red.), Zarządzanie relacjami w usługach, Difin, Warszawa.
• Daniel R. Jeske, Terrance P. Callanan and Li Guo, (2011), Identification of Key Drivers of Net Promoter Score Using a Statistical Classification Model, Efficient Decision Support Systems - Practice and Challenges From Current to Future, available from: http://www.intechopen.com/books/efficient-decision-support-systems-practiceand- challenges-from-current-tofuture/identification-of-key-drivers-of-net-promoter- score-using-a-statistical-classification-model
• Dixon M., Freeman K. and Toman N., (2010), Stop Trying to Delight Your Customers, Harvard Business Review, July-August.
• Dziewanowska K., (2007), Znaczenie zadowolenia i niezadowolenia klienta w budowaniu jego lojalności, Zeszyty Naukowe Uniwersytetu Szczecińskiego, No 12 (473).
• Graham P., (2009), "What influences Loyalty?", AgriMarketing; NOV/DEC.
• Griffin J., (1997), Customer Loyalty: How to Learn It, How to Keep It, Jossey-Bass Publishers.
• Hayes B. E., (2008), Measuring Customer Satisfaction and Loyalty, ASQ Quality Press, 3rd edition.
• Jacoby J., Chestnut R.W., (1978), Brand loyalty: Measurement and Management, John Wiley & Sons.
• Jeanjean F., (2011), High Correlation between Net Promoter Score and Evolution of Consumer's Willingness to pay. Empirical Evidence from European Mobile Markets, 22nd European Regional ITS Conference, Budapest 2011: Innovative ICT Applications - Emerging Regulatory, Economic and Policy Issues, June.
• Keaveney S. M., (1995), Customer Switching Behaviour in Service Industries: An Exploratory Study, Journal of Marketing, No 59.
• Keiningham, T. L., Cooil, B., Andreassen T. W. and Aksoy L., (2007), A longitudinal examination of net promoter and firm revenue growth, Journal of Marketing, 71(3).
• Kozielski R., (2004), Wskaźniki marketingowe, Oficyna Ekonomiczna.
• Lotko A., (2012), Lojalność klientów telefonii komórkowej, Ekonomika i Organizacja Przedsiębiorstwa, 1 (744)/2012.
• Lotko M., (2013), Praktyki z zakresu pracy jako obszar adaptacji koncepcji społecznej odpowiedzialności biznesu, Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 776 (31)/2013.
• Megapanel PBI/Gemius, (2014), January, available from: http://www.wirtualnemedia. pl/artykul/ najpopularniejsze-serwisy-tematyczne-w-styczniu-2014-roku/page:5
• Morgan N. A., Rego L. L., (2006), The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance Marketing Science, Sep/Oct.
• Morgan, N. A., Rego, L. L., (2006), The value of different customer satisfaction and loyalty metrics in predicting business performance, Marketing Science, 25(5).
• Owen, R., Brooks, L. L., (2008), Answering the ultimate question: How net promoter can transform your business, John Wiley & Sons.
• Reichheld F., Sasser W.E. jr., (1990), Zero Defections: Quality Comes to Services, Harvard Business Review, September-October.
• Reichheld F., (2003), The One Number You Need to Grow, Harvard Business Review, December.
• Reichheld F., (2006), The microeconomics of customer relationships, MIT Sloan Management Review, 47(2).
• Reinartz W., Kumar V., (2002), The mismanagement of Customer Loyalty, Harvard Business Review, July.
• Simonson I., Rosen E., (2014), What marketers misunderstand about online reviews, Harvard Business Review, January-February.
• Sroga G., (2005), Trendy w marketingu partnerskim, Marketing w Praktyce, No. 2.
• Taylor T. B., (1998), Better loyalty measurement leads to business solutions, Marketing News, t. 32.
• Tucker W. T., (1964), The development of brand loyalty, Journal of Marketing Research, No 1.
• Urban W., Siemieniako D., (2008), Lojalność klientów Modele, motywacja i pomiar, PWN.
• Wansik B., (2003), Developing a Cost-effective Brand Loyalty Program, Journal of Advertising Research, September.