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- Timothy L. Keiningham
- Head of Consulting, IPSOS Loyalty
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- Bruce Cooil
- Owen Graduate School of Management, Vanderbilt University
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- Tor Wallin Andreassen
- Department of Marketing, Norwegian School of Management
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- Lerzan Aksoy
- College of Administrative Sciences and Economics, Koç University
書誌事項
- 公開日
- 2007-07
- 権利情報
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- https://journals.sagepub.com/page/policies/text-and-data-mining-license
- DOI
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- 10.1509/jmkg.71.3.039
- 公開者
- SAGE Publications
この論文をさがす
説明
<jats:p>Managers have widely embraced and adopted the Net Promoter metric, which noted loyalty consultant Frederick Reichheld advocates as the single most reliable indicator of firm growth compared with other loyalty metrics, such as customer satisfaction and retention. Recently, however, there has been considerable debate about whether this metric is truly superior. This article (1) employs longitudinal data from 21 firms and 15,500-plus interviews from the Norwegian Customer Satisfaction Barometer to replicate the analyses used in Net Promoter research and (2) compares Reichheld and colleagues' findings with the American Customer Satisfaction Index. Using industries Reichheld cites as exemplars of Net Promoter, the research fails to replicate his assertions regarding the “clear superiority” of Net Promoter compared with other measures in those industries.</jats:p>
収録刊行物
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- Journal of Marketing
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Journal of Marketing 71 (3), 39-51, 2007-07
SAGE Publications