Current studentsExisting staffContact us
 

The NPS and the ACSI: a critique and an alternative metric

Simple item page
dc.contributor.authorEast, R.
dc.contributor.authorRomaniuk, J.
dc.contributor.authorLomax, W.
dc.date.issued2011
dc.description.abstractThe Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used to predict sales, profit and share price change. We identify problems with the design of both the NPS and the ACSI. In particular, we find that the NPS does not measure negative word of mouth effectively, and we argue that the ACSI is similarly insensitive to dissatisfaction. This is because ex-customers and never-customers are not sampled in these metrics, and these are the people who express most of the negative sentiments about brands/companies. We propose a method of measuring the effect of word of mouth using the volume and mean impact on purchase probability of both the positive and the negative word of mouth expressed by users of the category.
dc.identifier.citationInternational Journal of Market Research, 2011; 53(3):327-346
dc.identifier.doi10.2501/IJMR-53-3-327-346
dc.identifier.issn1470-7853
dc.identifier.issn2515-2173
dc.identifier.urihttps://hdl.handle.net/1959.8/123703
dc.language.isoen
dc.publisherWorld Advertising Research Center Ltd
dc.rightsCopyright 2011 World Advertising Research Center
dc.source.urihttps://doi.org/10.2501/ijmr-53-3-327-346
dc.subjectcustomer satisfaction
dc.subjectmeasurement
dc.subjectmetrics
dc.subjectword of mouth
dc.titleThe NPS and the ACSI: a critique and an alternative metric
dc.typeJournal article
pubs.publication-statusPublished
ror.mmsid9915909259501831

Files

Collections