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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