IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v27y2008i3p533-534.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Neil A. Morgan & Lopo L. Rego, 2008. "—Can Behavioral WOM Measures Provide Insight into the Net Promoter © Concept of Customer Loyalty?," Marketing Science, INFORMS, vol. 27(3), pages 533-534, 05-06.
  • Handle: RePEc:inm:ormksc:v:27:y:2008:i:3:p:533-534
    DOI: 10.1287/mksc.1080.0375
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.1080.0375
    Download Restriction: no

    File URL: https://libkey.io/10.1287/mksc.1080.0375?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Neil A. Morgan & Lopo Leotte Rego, 2006. "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, INFORMS, vol. 25(5), pages 426-439, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Martin Mende & Scott Thompson & Christian Coenen, 2015. "It’s all relative: how customer-perceived competitive advantage influences referral intentions," Marketing Letters, Springer, vol. 26(4), pages 661-678, December.
    2. Jisu J. Kim & Lena Steinhoff & Robert W. Palmatier, 2021. "An emerging theory of loyalty program dynamics," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 71-95, January.
    3. Korneta Piotr, 2018. "Net promoter score, growth, and profitability of transportation companies," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(2), pages 136-148, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Harmancioglu, Nukhet & Grinstein, Amir & Goldman, Arieh, 2010. "Innovation and performance outcomes of market information collection efforts: The role of top management team involvement," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 33-43.
    2. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    3. Ashley S. Otto & David M. Szymanski & Rajan Varadarajan, 2020. "Customer satisfaction and firm performance: insights from over a quarter century of empirical research," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 543-564, May.
    4. Silva, Graça Miranda & Gonçalves, Helena Martins, 2016. "Causal recipes for customer loyalty to travel agencies: Differences between online and offline customers," Journal of Business Research, Elsevier, vol. 69(11), pages 5512-5518.
    5. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    6. Tatsuya Kimura, 2022. "New Customer Satisfaction Index for the Japanese Market: From Net Promoter Score to Promoter Score Japan ," GATR Journals jmmr300, Global Academy of Training and Research (GATR) Enterprise.
    7. Casidy, Riza & Wymer, Walter, 2016. "A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 189-197.
    8. Sun, Wenbin & Price, Joseph & Ding, Yuan, 2019. "The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability," Journal of Business Research, Elsevier, vol. 95(C), pages 326-337.
    9. Elanor Colleoni & Flavia Bonaiuto & Laura Illia & Marino Bonaiuto, 2021. "Computer-Assisted Concept Analysis of Customer Centricity: A Review of the Literature on Employee Engagement, Culture, Leadership, and Identity Co-Creation," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    10. Ossi Ylijoki, 2018. "Guidelines for assessing the value of a predictive algorithm: a case study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(1), pages 19-26, March.
    11. Larson, John & Jaworski, Bernard J. & Larson, Jack, 2021. "Managing your most loyal customer relationships," Business Horizons, Elsevier, vol. 64(1), pages 141-147.
    12. Imran Bashir Dar & Muhammad Bashir Khan & Abdul Zahid Khan & Bahaudin G. Mujtaba, 2021. "A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 242-261, September.
    13. Sundström, Malin & Hjelm-Lidholm, Sara, 2020. "Re-positioning customer loyalty in a fast moving consumer goods market," Australasian marketing journal, Elsevier, vol. 28(1), pages 30-34.
    14. Pez, Virginie & Butori, Raphaëlle & de Kerviler, Gwarlann, 2015. "Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness," Journal of Business Research, Elsevier, vol. 68(12), pages 2477-2483.
    15. Vikas Mittal & Kyuhong Han & Carly Frennea & Markus Blut & Muzeeb Shaik & Narendra Bosukonda & Shrihari Sridhar, 2023. "Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us," Marketing Letters, Springer, vol. 34(2), pages 171-187, June.
    16. Sezgen, Eren & Mason, Keith J. & Mayer, Robert, 2019. "Voice of airline passenger: A text mining approach to understand customer satisfaction," Journal of Air Transport Management, Elsevier, vol. 77(C), pages 65-74.
    17. Sunghun Chung & Donghyuk Shin & Jooyoung Park, 2022. "Predicting Firm Market Performance Using the Social Media Promoter Score," Marketing Letters, Springer, vol. 33(4), pages 545-561, December.
    18. TAKACS Joshep III & VADUVA Sebastian, 2017. "A Swot Analysis Of The Global Hospitality Industry," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 69(6), pages 105-119, December.
    19. Hananiel M. Gunawan & Oliandes Sondakh,, 2020. "How to Enhance Word of Mouth in the Era of E-commerce: Case study of Tokopedia," International Journal of Science and Business, IJSAB International, vol. 4(9), pages 47-59.
    20. V. Kumar & Nita Umashankar & Kihyun Hannah Kim & Yashoda Bhagwat, 2014. "Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors," Marketing Science, INFORMS, vol. 33(5), pages 673-692, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:27:y:2008:i:3:p:533-534. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.