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

Morgan, Neil A.; Rego, Lopo L.
May 2008
Marketing Science;May/Jun2008, Vol. 27 Issue 3, p533
Academic Journal
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.


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