A Longitudinal Examination of Net Promoter and Firm Revenue Growth  

Oleh:

Keiningham, Timothy L. ; Cooil, Bruce ; Andreassen, Tor Wallin ; Aksoy, Lerzan

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 39-51.
Topik: REVENUE; longitudinal examination; net promoter; firm revenue growth

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Managers have widely embraced and adopted the net promotor metric, which noted loyatly 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 reich held 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.

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