What makes customers willing to recommend a retailer - the study on roots of positive Net Promoter Score index
Journal Title: Central European Review of Economics and Finance - Year 2014, Vol 5, Issue 2
Abstract
Net Promoter Score index (NPS index) is examined from customers perspective. The statistical analysis of NPS index obtained for different retailers by customers survey is presented. The correlation coefficients between NPS index and a set of criteria are given and the key drivers of NPS index are determined. It is shown that the most important factor in the creation of positive NPS index is the trust, while perception of the low price is less influential. The direction in which retailers should move with their communication and in-store activities is suggested.
Authors and Affiliations
Paweł Korneta
Keywords
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