Despite the Net Promoter Score’s (NPS) popularity among managers, the marketing literature has given limited attention to this indicator and has, instead, focused primarily on its impact on business performance. However, to highlight the mechanisms that contribute to the formation of the NPS and identify operational means to improve the score, it is important to get a deeper understanding of the factors that distinguish the NPS’s customer categories (“detractors,” “passives,” and “promoters”). Accordingly, this research explores the relationship between perceived value and the NPS. An empirical study of 893 customers from two specialized retail chains was conducted to examine the relations between value sources and customer categorization as “detractors,” “passives,” or “promoters”. The results also lead to the identification of differentiated value profiles according to these customer categories.
BabinB. J.DardenW. R.GriffinM. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
2.
BaehreS.O’DwyerM.O’MalleyL.LeeN. (2022). The use of net promoter score (NPS) to predict sales growth: Insights from an empirical investigation. Journal of the Academy of Marketing Science, 50(1), 67–84. https://doi.org/10.1007/s11747-021-00790-2
3.
BaehreS.O’DwyerM.O’MalleyL.StoryV. M. (2022b). Customer mindset metrics: A systematic evaluation of the net promoter score (NPS) vs. alternative calculation methods. Journal of Business Research, 149(7), 353–362. https://doi.org/10.1016/j.jbusres.2022.04.048
4.
BeckerL.JaakkolaE. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
5.
BendleN. T.BaggaC. K.NastasoiuA. (2019). Forging a stronger academic-practitioner partnership – the case of net promoter score (NPS). Journal of Marketing Theory and Practice, 27(2), 210–226. https://doi.org/10.1080/10696679.2019.1577689
6.
BrakusJ. J.SchmittB. H.ZarantonelloL. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
7.
ChaiJ. C. Y.MalhotraN. K.AlpertF. (2015). A two-dimensional model of trust–value–loyalty in service relationships. Journal of Retailing and Consumer Services, 26, 23–31. https://doi.org/10.1016/j.jretconser.2015.05.005
8.
CooilB.KeininghamT. L.AksoyL.HsuM. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71(1), 67–83. https://doi.org/10.1509/jmkg.71.1.67
9.
de HaanE.VerhoefP. C.WieselT. (2015). The predictive ability of different customer feedback metrics for retention. International Journal of Research in Marketing, 32(2), 195–206. https://doi.org/10.1016/j.ijresmar.2015.02.004
De KeyserA.VerleyeK.LemonK. N.KeininghamT. L.KlausP. (2020). Moving the customer experience field forward: Introducing the touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4), 433–455. https://doi.org/10.1177/1094670520928390
12.
DolbecP. Y.ChebatJ. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460–466. https://doi.org/10.1016/j.jretai.2013.06.003
13.
EastR.RomaniukJ.LomaxW. (2011). The NPS and the ACSI: A critique and an alternative metric. International Journal of Market Research, 53(3), 327–346. https://doi.org/10.2501/ijmr-53-3-327-346
14.
EgerL.MičíkM. (2017). Customer-oriented communication in retail and net promoter score. Journal of Retailing and Consumer Services, 35, 142–149. https://doi.org/10.1016/j.jretconser.2016.12.009
15.
El-AdlyM. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
16.
FengL.WeiW. (2020). A combined method of r-NPS and t-NPS evaluations for identification of negative triggers of detractors’ experience. Sustainability, 12(4), 1652–1723. https://doi.org/10.3390/su12041652
17.
FornellC.LarckerD. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
GallarzaM. G.ArteagaF.Del ChiappaG.Gil-SauraI.HolbrookM. B. (2017). A multidimensional service-value scale based on Holbrook’s typology of customer value: Bridging the gap between the concept and its measurement. Journal of Service Management, 28(4), 724–762. https://doi.org/10.1108/josm-06-2016-0166
20.
GallarzaM. G.Gil-SauraI.HolbrookM. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179–191. https://doi.org/10.1002/cb.328
21.
GallarzaM. G.MaubissonL.RivièreA. (2021). Replicating consumer value scales: A comparative study of EVS and PERVAL at a cultural heritage site. Journal of Business Research, 126, 614–623. https://doi.org/10.1016/j.jbusres.2020.01.070
22.
GrisaffeD. B. (2007). Questions about the ultimate question: Conceptual considerations in evaluating Reichheld’s net promoter score (NPS). Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 20, 36–53.
23.
HolbrookM. B. (1999). Consumer value: A framework for analysis and research. Routledge.
24.
KarjaluotoH.ShaikhA. A.SaarijärviH.SaraniemiS. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252–261. https://doi.org/10.1016/j.ijinfomgt.2018.08.014
25.
KeininghamT. L.CooilB.AksoyL.AndreassenT. W.WeinerJ. (2007a). The value of different customer satisfaction and loyalty metrics in predicting customer retention, recommendation, and share‐of‐wallet. Managing Service Quality: International Journal, 17(4), 361–384. https://doi.org/10.1108/09604520710760526
26.
KeininghamT. L.CooilB.AndreassenT. W.AksoyL. (2007b). A longitudinal examination of Net Promoter and firm revenue growth. Journal of Marketing, 71(3), 39–51. https://doi.org/10.1509/jmkg.71.3.039
27.
KockF.BerbekovaA.AssafA. G. (2021). Understanding and managing the threat of common method bias: Detection, prevention and control. Tourism Management, 86(104330), 104330–104422. https://doi.org/10.1016/j.tourman.2021.104330
28.
KornetaP. (2018). Net promoter score, growth, and profitability of transportation companies. International Journal of Management and Economics, 54(2), 136–148. https://doi.org/10.2478/ijme-2018-0013
Leisen PollackB.AlexandrovA. (2013). Nomological validity of the net promoter index question. Journal of Services Marketing, 27(2), 118–129. https://doi.org/10.1108/08876041311309243
32.
Leroi-WereldsS. (2019). An update on customer value: State of the art, revised typology, and research agenda. Journal of Service Management, 30(5), 650–680. https://doi.org/10.1108/josm-03-2019-0074
33.
LewisC.MehmetM. (2020). Does the NPS reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach. International Journal of Market Research, 62(1), 9–17. https://doi.org/10.1177/1470785319863623
34.
LindellM. K.WhitneyD. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1), 114–121. https://doi.org/10.1037/0021-9010.86.1.114
35.
Lucia-PalaciosL.Pérez-LópezR.Polo-RedondoY. (2021). Antecedents and consequences of stress in retailing: Environmental expectations and promoter scoring. International Journal of Retail & Distribution Management, 49(5), 616–635. https://doi.org/10.1108/ijrdm-03-2020-0117
36.
MathwickC.MalhotraN. K.RigdonE. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia institute of technology. Journal of Retailing, 77(1), 39–56. https://doi.org/10.1016/s0022-4359(00)00045-2
37.
MazurskyD.GevaA. (1989). Temporal decay in satisfaction-purchase intention relationship. Psychology and Marketing, 6(3), 211–227. https://doi.org/10.1002/mar.4220060305
38.
MecredyP.WrightM. J.FeethamP. (2018). Are promoters valuable customers? An application of the net promoter scale to predict future customer spend. Australasian Marketing Journal, 26(1), 3–9. https://doi.org/10.1016/j.ausmj.2017.12.001
39.
MencarelliR.LombartC. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38(38), 12–21. https://doi.org/10.1016/j.jretconser.2017.04.008
40.
MitchellA. A.OlsonJ. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?Journal of Marketing Research, 18(3), 318–332. https://doi.org/10.1177/002224378101800306
41.
MorganN. A.RegoL. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25(5), 426–439. https://doi.org/10.1287/mksc.1050.0180
42.
NghiaH. T.OlsenS. O.TrangN. T. M. (2020). Shopping value, trust, and online shopping well-being: A duality approach. Marketing Intelligence & Planning, 38(5), 545–558. https://doi.org/10.1108/mip-08-2019-0411
43.
OliverR. L. (1999). Value as excellence in consumption experience. In HolbrookM. B. (Ed.), Consumer value: A framework for analysis and research (pp. 43–62). Routledge.
44.
OttoA. S.SzymanskiD. M.VaradarajanR. (2020). Customer satisfaction and firm performance: Insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48(3), 543–564. https://doi.org/10.1007/s11747-019-00657-7
45.
OuazzaniY.Calderón-GarcíaH.Tubillejas-AndrésB. (2022). Opera streaming: Perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house. Journal of Marketing Management, 39(6), 414–442. https://doi.org/10.1080/0267257x.2022.2105936
PodsakoffP. M.MacKenzieS. B.LeeJ. Y.PodsakoffN. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
48.
RaassensN.HaansH. (2017). NPS and online WOM: Investigating the relationship between customers’ promoter scores and e-WOM behavior. Journal of Service Research, 20(3), 322–334. https://doi.org/10.1177/1094670517696965
49.
ReichheldF. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
50.
ReichheldF. F. (2006). The ultimate question. Driving good Profits and True growth. Harvard Business School Press.
51.
ReichheldF. F.DarnellD.BurnsM. (2021). Net promoter 3.0. Harvard Business Review, 99(6), 80–89.
52.
RichardsonH. A.SimmeringM. J.SturmanM. C. (2009). A tale of three perspectives examining post hoc statistical techniques for detection and correction of common method variance. Organizational Research Methods, 12(4), 762–800. https://doi.org/10.1177/1094428109332834
53.
RivièreA.MencarelliR. (2012). Towards a theoretical clarification of perceived value in marketing. Recherche et Applications en Marketing, 27(3), 97–122. https://doi.org/10.1177/205157071202700305
54.
RomaniukJ.NguyenC.EastR. (2011). The accuracy of self-reported probabilities of giving recommendations. International Journal of Market Research, 53(4), 507–521. https://doi.org/10.2501/ijmr-53-4-507-521
55.
SchmittP.MeyerS.SkieraB. (2012). An analysis of the link between customers' intention to recommend a firm and the lifetime value of its customers. Recherche et Applications en Marketing, 27(4), 121–142. https://doi.org/10.1177/205157071202700405
56.
SchneiderD.BerentM.ThomasR.KrosnickJ. (2008, May). Measuring customer satisfaction and loyalty: Improving the ‘Net-Promoter’ score. Poster presented at the Annual Meeting of the American Association for Public Opinion Research, New Orleans, Louisiana, 1–94.
57.
SeidersK.VossG. B.GrewalD.GodfreyA. L. (2005). Do Satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26–43. https://doi.org/10.1509/jmkg.2005.69.4.26
58.
ShaikhA. A.KarjaluotoH.HäkkinenJ. (2018). Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer. Journal of Retailing and Consumer Services, 44(2), 45–53. https://doi.org/10.1016/j.jretconser.2018.05.009
59.
SweeneyJ. C.SoutarG. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0
60.
TanouriA.MulcahyR.Russell-BennettR. (2019). Transformative gamification services for social behavior brand equity: A hierarchical model. Journal of Service Theory and Practice, 29(2), 122–141. https://doi.org/10.1108/jstp-06-2018-0140
61.
TorresP.AugustoM.NevesC. (2022). Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love. Psychology and Marketing, 39(1), 59–75.
62.
van DoornJ.LeeflangP. S.TijsM. (2013). Satisfaction as a predictor of future performance: A replication. International Journal of Research in Marketing, 30(4), 434–448. https://doi.org/10.1016/j.ijresmar.2013.10.003
63.
WillemsK.Leroi-WereldsS.SwinnenG. (2016). The impact of customer value types on customer outcomes for different retail formats. Journal of Service Management, 27(4), 591–618. https://doi.org/10.1108/josm-11-2015-0364
64.
ZakiM.KandeilD.NeelyA.McColl-KennedyJ. R. (2016). The Fallacy of the net promoter score: Customer loyalty predictive model. Working paper (pp. 1–26). University of Cambridge (UK).
65.
ZeithamlV. A.VerleyeK.HatakI.KollerM.ZaunerA. (2020). Three decades of customer value research: Paradigmatic roots and future research avenues. Journal of Service Research, 23(4), 409–432. https://doi.org/10.1177/1094670520948134
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
