—Can Behavioral WOM Measures Provide Insight into the Net Promoter © Concept of Customer Loyalty?

Neil A. Morgan () and Lopo L. Rego ()
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Neil A. Morgan: Kelley School of Business, Indiana University, Indiana 47405
Lopo L. Rego: Tippie College of Business, The University of Iowa, Iowa City, Iowa 52242

Marketing Science, 2008, vol. 27, issue 3, 533-534

Abstract: We examine the ability of the “Net Promoter” of Morgan and Rego (2006) measure constructed using behavioral word-of-mouth (WOM) data to provide insights into the Net Promoter © customer loyalty concept popularized by Reichheld (2003), which is indicated by a score constructed using attitudinal “intention-to-recommend” data. We show that despite differences in data and operationalization, the two measures are very closely correlated and behave remarkably similarly when examined relative to a third related variable, customer satisfaction.

Keywords: word-of-mouth; customer loyalty; marketing strategy; net promoter; recommendations; customer satisfaction (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:27:y:2008:i:3:p:533-534

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