A Longitudinal Examination of Net Promoter and Firm Revenue Growth
A Longitudinal Examination of Net Promoter and Firm Revenue Growth
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DOI：
10.1509/jmkg.71.3.039
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发表时间：
2007-07
影响因子：
12.9
通讯作者：
T. Keiningham;B. Cooil;T. W. Andreassen;Lerzan Aksoy
中科院分区：
文献类型：
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作者：
T. Keiningham;B. Cooil;T. W. Andreassen;Lerzan Aksoy
管理者们广泛接受并采用了净促进指标，该指标是忠诚度顾问弗雷德里克·赖希霍尔德（Frederick Reichheld）倡导的，与其他忠诚度指标（如客户满意度和保留率）相比，它是衡量公司增长的最可靠指标。然而，最近，关于这个指标是否真的具有上级性，存在相当大的争论。本文（1）采用了来自挪威客户满意度晴雨表的21家公司和15，500多个访谈的纵向数据，以复制Net Promoter研究中使用的分析，（2）将Reichheld及其同事的研究结果与美国客户满意度指数进行比较。该研究使用Reichheld引用的行业作为Net Promoter的典范，但未能重复他关于Net Promoter与这些行业的其他指标相比“明显优越”的断言。
Managers have widely embraced and adopted the Net Promoter metric, which noted loyalty consultant Frederick Reichheld advocates as the single most reliable indicator of firm growth compared with other loyalty metrics, such as customer satisfaction and retention. Recently, however, there has been considerable debate about whether this metric is truly superior. This article (1) employs longitudinal data from 21 firms and 15,500-plus interviews from the Norwegian Customer Satisfaction Barometer to replicate the analyses used in Net Promoter research and (2) compares Reichheld and colleagues' findings with the American Customer Satisfaction Index. Using industries Reichheld cites as exemplars of Net Promoter, the research fails to replicate his assertions regarding the “clear superiority” of Net Promoter compared with other measures in those industries.