TITLE

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

AUTHOR(S)
Morgan, Neil A.; Rego, Lopo L.
PUB. DATE
May 2008
SOURCE
Marketing Science;May/Jun2008, Vol. 27 Issue 3, p533
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
33247988

 

Related Articles

  • DON'T MESS WITH SUCCESS. Desjardins, Doug // DSN Retailing Today;12/19/2005, Vol. 44 Issue 23, p33 

    The article highlights the business success of the United States-based second-rank merchandise retailer for 2005, Costco Wholesale citing the benefits of word-of-mouth marketing and trust with loyal customers. Costco executives and employees highlight the emphasis of their operations in...

  • UNDERSTANDING THE EFFECTS OF TECHNOLOGY READINESS, SATISFACTION AND ELECTRONIC WORD-OF-MOUTH ON LOYALTY IN 3C PRODUTS. Shih-Chih Chen // Australian Journal of Business & Management Research;Jun2011, Vol. 1 Issue 3, p1 

    This research examines the exogenous antecedents of loyalty in the purchase of 3C products. In the proposed model, we assess how the direct effects of technology readiness, satisfaction, and electronic word-of-mouth on consumers' loyalty and the indirect effects of technology readiness on...

  • Net Promoter, Recommendations, and Business Performance: A Clarification on Morgan and Rego. Keiningham, Timothy L.; Aksoy, Lerzan; Cooil, Bruce; Andreassen, Tor Wallin // Marketing Science;May/Jun2008, Vol. 27 Issue 3, p531 

    One of the most controversial findings in Morgan and Rego (2006) was that two widely advocated loyalty metrics, "Net Promoter" and "Number of Recommendations," have little or no value in predicting the financial outcomes of firms. We argue that neither measure was actually examined and that...

  • Cruise visitors' intention to return as land tourists and to recommend a visited destination. Brida, Juan Gabriel; Pulina, Manuela; Ria�o, Eugenia; Zapata-Aguirre, Sandra // Anatolia: An International Journal of Tourism & Hospitality Rese;Nov2012, Vol. 23 Issue 3, p395 

    This study analyses cruise visitors' travel experience, their intention to return to a destination as land tourists, and the probability to recommend the destination to others. Consumer's satisfaction is evaluated by taking into account the economic production factors, human and physical...

  • Attractiveness Factors Influencing Shoppers' Satisfaction, Loyalty, and Word of Mouth: An Empirical Investigation of Saudi Arabia Shopping Malls. Ahmad, Ala'Eddin Mohammad Khalaf // International Journal of Business Administration;Nov2012, Vol. 3 Issue 6, p101 

    The purpose of this research is to investigate the attractiveness factors influencing shoppers' satisfaction, loyalty, and word of mouth in Saudi shopping mall centers. The independent variables were attractiveness factors represented by these variables namely aesthetic, convenience and...

  • For Better or For Worse: Moderating Effects of Relationship Age and Continuance Commitment on the Service Satisfaction-Word-of-Mouth Relationship. Ranaweera, Chatura; Menon, Kalyani // Advances in Consumer Research - Latin American Conference Procee;2008, Vol. 2, p226 

    Using survey data of consumers of fixed line telephone services, the moderating effects of the duration of a consumer's relationship with a service provider (relationship age), and consumer perceptions of continuance commitment, on the consumer satisfaction-positive word of mouth (PWOM) and...

  • Putting word of mouth to work. Byrne, Fergal // Director;Jun2003, Vol. 56 Issue 11, p86 

    Getting customers to recommend a company's services is the holy grail of marketing. The management training company, Oak Tree Training, has focused exclusively on referrals and 70 per cent of its business comes from referrals. Customers conduct at least half of their business on recommendations...

  • Towards a Model of Relationship Development for Hospitality Practice. Sophonsiri, Vanida; O'Mahony, Barry; Sillitoe, James F. // International Journal of Hospitality & Tourism Systems;2010, Vol. 3 Issue 1, p64 

    An emphasis on customer loyalty within the service sector has led to the development of the relationship marketing paradigm. Whilst relationships between buyers and sellers are complex, there are multiple models proffered by academics that contribute to an understanding of the determinants of...

  • Impact des dimensions de la qualité de service électronique sur la satisfaction et les intentions de fidélité : différences entre acheteurs et visiteurs. Bressolles, Grégory; Durrieu, François // Revue des Sciences de Gestion;nov/dec2011, Issue 252, p37 

    Online commercial Websites are nowadays confronted with two major problems: convert the visitors into buyers and develop their loyalty. Indeed, we observe weak conversion rates on the Internet (lower than 5 %). On the basis of 1 557 answers to an online questionnaire administered to visitors and...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics