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

Author

Listed:
  • Ali Kara

    (Penn State University York Campus)

  • John E. Spillan

    (University of North Carolina at Pembroke)

  • Christine Bell

    (University of North Carolina at Pembroke)

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.

Suggested Citation

  • Ali Kara & John E. Spillan & Christine Bell, 2024. "Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 113-125, June.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-023-00280-0
    DOI: 10.1057/s41270-023-00280-0
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    References listed on IDEAS

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    1. Monks, James, 2003. "Patterns of giving to one's alma mater among young graduates from selective institutions," Economics of Education Review, Elsevier, vol. 22(2), pages 121-130, April.
    2. William Doyle & William Zumeta, 2014. "State-Level Responses to the Access and Completion Challenge in the New Era of Austerity," The ANNALS of the American Academy of Political and Social Science, , vol. 655(1), pages 79-98, September.
    3. Ken Starkey & Armand Hatchuel & Sue Tempest, 2004. "Rethinking the Business School," Journal of Management Studies, Wiley Blackwell, vol. 41(8), pages 1521-1531, December.
    4. Sven Baehre & Michele O’Dwyer & Lisa O’Malley & Nick Lee, 2022. "The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 67-84, January.
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