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The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation

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Show simple item record Baehre, Sven O'Dwyer, Michele O'Malley, Lisa Lee, NIck 2021-07-12T13:44:47Z 2021-07-12T13:44:47Z 2021
dc.identifier.citation Baehre, S., O'Dwyer, M., O'Malley, L., and N. Lee (2021) 'The Use of Net Promoter Score (NPS) to Predict Sales Growth: Insights from an Empirical Investigation'. Journal Of The Academy Of Marketing Science, . en_US
dc.description peer-reviewed en_US
dc.description.abstract Net Promoter Score (NPS) has been widely adopted by managers as a measure of customer mindset and predictor of sales growth. Over time, practitioners have evolved the use of NPS from its original purpose as a transaction-based customer loyalty metric, towards a metric for tracking overall brand health which includes responses from non-customers. Despite enduring managerial popularity, academics remain skeptical of NPS, citing methodological issues and ongoing concerns with NPS measurement. This study re-visits the use of NPS as a predictor of sales growth by analyzing data from seven brands operating in the U.S. sportswear industry, measured over five years. Our results confirm—within the context of our study—that while the original premise of NPS is reasonable, the methodological concerns raised by academics are valid, and only the more recently developed brand health measure of NPS (using an all potential customer sample) is effective at predicting future sales growth. en_US
dc.language.iso eng en_US
dc.publisher Springer en_US
dc.relation.ispartofseries Journal of the Academy of Marketing Science;
dc.subject Net Promoter Score en_US
dc.subject Marketing Metrics en_US
dc.subject Marketing Strategy en_US
dc.subject customer mindset en_US
dc.subject marketing performance metrics en_US
dc.title The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation en_US
dc.type info:eu-repo/semantics/article en_US
dc.type.supercollection all_ul_research en_US
dc.type.supercollection ul_published_reviewed en_US 2021-07-12T13:37:04Z
dc.description.version PUBLISHED
dc.identifier.doi 10.1007/s11747-021-00790-2
dc.rights.accessrights info:eu-repo/semantics/openAccess en_US
dc.internal.rssid 3008594
dc.internal.copyrightchecked Yes
dc.identifier.journaltitle Journal Of The Academy Of Marketing Science
dc.description.status peer-reviewed

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