Research and Publications
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
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.
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.