Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Measuring emotions in customer relationships : can NEV replace NPS?
Authors: Müller, Steffen
Seiler, Roger
Völkle, Melanie
et. al: No
Proceedings: Proceedings of the European Marketing Academy
Pages: 94506
Conference details: 50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021
Issue Date: 2021
Publisher / Ed. Institution: European Marketing Academy
Language: English
Subjects: Emotions; Net emotional value; Net promoter score
Subject (DDC): 658.8: Marketing management
Abstract: 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
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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