| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Measuring emotions in customer relationships : can NEV replace NPS? |
| Autor/-in: | Müller, Steffen Seiler, Roger Völkle, Melanie |
| et. al: | No |
| Tagungsband: | Proceedings of the European Marketing Academy |
| Seite(n): | 94506 |
| Angaben zur Konferenz: | 50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021 |
| Erscheinungsdatum: | 2021 |
| Verlag / Hrsg. Institution: | European Marketing Academy |
| Sprache: | Englisch |
| Schlagwörter: | Emotions; Net emotional value; Net promoter score |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Most companies capture customer feedback through surveys and use different key performance indicators (KPIs), e.g., customer satisfaction (CUSAT) or Net Promoter Score (NPS). Recently, executives in many companies have lost interest in CUSAT or NPS because results do not change much. As a result, new KPIs are suggested, e.g., Net Emotional Value (NEV). We investigate how NEV should be measured and whether it can replace CUSAT or NPS. We find that the twenty emotions suggested by Shaw (2007) are reasonable. We also find that NEV has a higher explanatory power than CUSAT but a lower explanatory power than NPS. Therefore, we recommend using it as an additional KPI. It can provide valuable input for a company’s communication strategy and can be applied to other data sources than surveys – e.g., text data from complaints or social media posts. |
| URI: | http://proceedings.emac-online.org/pdfs/A2021-94506.pdf https://digitalcollection.zhaw.ch/handle/11475/23245 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Müller, S., Seiler, R., & Völkle, M. (2021). Measuring emotions in customer relationships : can NEV replace NPS? [Conference paper]. Proceedings of the European Marketing Academy, 94506. http://proceedings.emac-online.org/pdfs/A2021-94506.pdf
Müller, S., Seiler, R. and Völkle, M. (2021) ‘Measuring emotions in customer relationships : can NEV replace NPS?’, in Proceedings of the European Marketing Academy. European Marketing Academy, p. 94506. Available at: http://proceedings.emac-online.org/pdfs/A2021-94506.pdf.
S. Müller, R. Seiler, and M. Völkle, “Measuring emotions in customer relationships : can NEV replace NPS?,” in Proceedings of the European Marketing Academy, 2021, p. 94506. [Online]. Available: http://proceedings.emac-online.org/pdfs/A2021-94506.pdf
MÜLLER, Steffen, Roger SEILER und Melanie VÖLKLE, 2021. Measuring emotions in customer relationships : can NEV replace NPS? In: Proceedings of the European Marketing Academy [online]. Conference paper. European Marketing Academy. 2021. S. 94506. Verfügbar unter: http://proceedings.emac-online.org/pdfs/A2021-94506.pdf
Müller, Steffen, Roger Seiler, and Melanie Völkle. 2021. “Measuring Emotions in Customer Relationships : Can NEV Replace NPS?” Conference paper. In Proceedings of the European Marketing Academy, 94506. European Marketing Academy. http://proceedings.emac-online.org/pdfs/A2021-94506.pdf.
Müller, Steffen, et al. “Measuring Emotions in Customer Relationships : Can NEV Replace NPS?” Proceedings of the European Marketing Academy, European Marketing Academy, 2021, p. 94506, http://proceedings.emac-online.org/pdfs/A2021-94506.pdf.
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