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Public sector reputation and netpromoter score

Author

Listed:
  • Vilma Luoma-aho

    (University of Jyväskylä)

  • María José Canel

    (Complutense University of Madrid)

  • Juho Hakola

Abstract

Reputation of public sector organizations is increasingly formed through Word of Mouth (WOM) as citizens and stakeholders share their experiences with others both online and offline. Understanding and measuring WOM is a challenge for many public sector organizations, who often resort to measurement tools designed for the private sector. This paper looks at a popular WOM measurement tool, namely the Net Promoter Score (NPS) in the context of public sector organizations. In this paper, we ask how well does the NPS describe public sector reputation, and look at what the different stakeholder groups categorized by NPS are like in the public sector. As an illustrative case, we report findings of a stakeholder reputation survey (n: 1198) conducted for a large Finnish ministry utilizing both established reputation measures and the NPS. Based on our findings, we conclude that the traditional NPS requires tailoring to match the public sector context, and propose “The Public Sector Net Promoter Score (PSNPS)” as a new measure for WOM in the public sector context.

Suggested Citation

  • Vilma Luoma-aho & María José Canel & Juho Hakola, 2021. "Public sector reputation and netpromoter score," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 419-446, September.
    • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:3:d:10.1007_s12208-021-00280-9
    DOI: 10.1007/s12208-021-00280-9
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    References listed on IDEAS

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    1. Sebastian Martin, 2017. "Word-of-mouth in the health care sector: a literature analysis of the current state of research and future perspectives," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 35-56, March.
    2. East, Robert & Hammond, Kathy & Lomax, Wendy, 2008. "Measuring the impact of positive and negative word of mouth on brand purchase probability," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 215-224.
    3. Päivikki Kuoppakangas & Kati Suomi & Jari Stenvall & Elias Pekkola & Jussi Kivistö & Tomi Kallio, 2019. "Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 147-171, December.
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