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Indiana University Bloomington

Department of Finance

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Research and Publications

Journal Articles

The Single Question Trap: The Net Promoter Score Has Limitations in Predicting Financial Performance

2007, Marketing Research

Gina Pingitore, Neil A. Morgan, Lopo L. Rego, Adriana Giglotti, Jay Meyers

Abstract

This article examines the strengths and limitations of the net promoter score (NPS) concept from a practitioner's perspective. The data show that the scaling of the intention-to-recommend question is not critical and that the NPS is not the only net customer feedback metric that correlates with financial performance and loyalty scales from which they are computed.

Citation

Pingitore, Gina, Neil A. Morgan, Lopo L. Rego, Adriana Giglotti, and Jay Meyers (2007), "The Single Question Trap: The Net Promoter Score Has Limitations in Predicting Financial Performance," Marketing Research, 19 (2), 9-13.