Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater

Ali Kara (), John E. Spillan () and Christine Bell ()
Additional contact information
Ali Kara: Penn State University York Campus
John E. Spillan: University of North Carolina at Pembroke
Christine Bell: University of North Carolina at Pembroke

Journal of Marketing Analytics, 2024, vol. 12, issue 2, No 2, 113-125

Abstract: Abstract The Net Promoter Score (NPS) is a popular tool for assessing for-profit organizations’ customer loyalty and future growth to assess customer loyalty and future growth in for-profit organizations. However, its application in higher education has been limited, especially in examining its relationship with the alumni’s desire to give back to the university. To address this gap, we investigate the relationship between NPS and desire of online MBA students’ to give back to their alma mater. We also investigate the factors influencing online MBA students’ college experience and satisfaction, examine how those factors impact their propensity to recommend the academic institution to their friends. Our analysis is based on survey data from 306 online MBA students at a mid-sized state university in the U.S. Upon calculating the NPS, 15 detractors, 58 passives, and 162 promoters were identified and categorized. Results show that classes and financial aid staff were the most influential factors in the likelihood of recommendation. Statistical analysis shows that the promoters, compared to detractors, were 2 to 14 times more likely to give back to their alma mater. Recommendations were provided to assist university administrators.

Keywords: NPS; Higher education; Online MBA; Donation; Alma mater (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-023-00280-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-023-00280-0

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-023-00280-0

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().