Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry

Müller, Steffen; Seiler, Roger; Völkle, Melanie

doi:10.1177/14707853231219648

Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-29979

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry
Authors:	Müller, Steffen Seiler, Roger Völkle, Melanie
et. al:	No
DOI:	10.1177/14707853231219648 10.21256/zhaw-29979
Published in:	International Journal of Market Research
Issue Date:	5-Dec-2023
Publisher / Ed. Institution:	Sage
ISSN:	1470-7853
Language:	English
Subjects:	Net Emotional Value; Net Promoter Score; Emotion; Customer feedback metrics
Subject (DDC):	658.8: Marketing management
Abstract:	Net Promoter Score (NPS) is one of the most popular customer feedback metrics (CFMs) with benefits and limitations. One limitation is that prior research has shown that NPS is not better in explaining outcome variables such as sales growth or churn than other CFMs. Most prior research, however, has not considered combinations of CFMs, CFMs related to the antecedents of customer satisfaction, and CFMs with affective components. Therefore, we argue that NPS should be supplemented with other CFMs, e.g., emotions. In an empirical investigation in the mobile phone industry, we choose Net Emotional Value (NEV) to measure of emotions. We show that a combination of NPS and NEV leads to a better explanation of two out of three outcome variables compared to using NPS only or NEV only. We also illustrate how emotional profiles and driver analyses can be used to identify the most relevant emotions of Detractors, Passives, and Promoters and conclude with limitations and potential for further research.
URI:	https://digitalcollection.zhaw.ch/handle/11475/29979
Fulltext version:	Published version
License (according to publishing contract):	CC BY 4.0: Attribution 4.0 International
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

Files in This Item:

File	Description	Size	Format
2023_Muller-etal_Customer-feedback-metrics-Net-promoter-score.pdf		1.07 MB	Adobe PDF	View/Open

Show full item record

Müller, S., Seiler, R., & Völkle, M. (2023). Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry. International Journal of Market Research. https://doi.org/10.1177/14707853231219648

Müller, S., Seiler, R. and Völkle, M. (2023) ‘Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry’, International Journal of Market Research [Preprint]. Available at: https://doi.org/10.1177/14707853231219648.

S. Müller, R. Seiler, and M. Völkle, “Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry,” International Journal of Market Research, Dec. 2023, doi: 10.1177/14707853231219648.

MÜLLER, Steffen, Roger SEILER und Melanie VÖLKLE, 2023. Should Net Promoter Score be supplemented with other customer feedback metrics? : an empirical investigation of Net Promoter Score and emotions in the mobile phone industry. International Journal of Market Research. 5 Dezember 2023. DOI 10.1177/14707853231219648

Müller, Steffen, Roger Seiler, and Melanie Völkle. 2023. “Should Net Promoter Score Be Supplemented with Other Customer Feedback Metrics? : An Empirical Investigation of Net Promoter Score and Emotions in the Mobile Phone Industry.” International Journal of Market Research, December. https://doi.org/10.1177/14707853231219648.

Müller, Steffen, et al. “Should Net Promoter Score Be Supplemented with Other Customer Feedback Metrics? : An Empirical Investigation of Net Promoter Score and Emotions in the Mobile Phone Industry.” International Journal of Market Research, Dec. 2023, https://doi.org/10.1177/14707853231219648.