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

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  • Neil A. Morgan

    (Kelley School of Business, Indiana University, Indiana 47405)

  • Lopo L. Rego

    (Tippie College of Business, The University of Iowa, Iowa City, Iowa 52242)

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.

Suggested Citation

  • Neil A. Morgan & Lopo L. Rego, 2008. "—Can Behavioral WOM Measures Provide Insight into the Net Promoter © Concept of Customer Loyalty?," Marketing Science, INFORMS, vol. 27(3), pages 533-534, 05-06.
    • Handle: RePEc:inm:ormksc:v:27:y:2008:i:3:p:533-534
    DOI: 10.1287/mksc.1080.0375
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    References listed on IDEAS

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    1. Neil A. Morgan & Lopo Leotte Rego, 2006. "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, INFORMS, vol. 25(5), pages 426-439, September.
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    Cited by:

    1. Martin Mende & Scott Thompson & Christian Coenen, 2015. "It’s all relative: how customer-perceived competitive advantage influences referral intentions," Marketing Letters, Springer, vol. 26(4), pages 661-678, December.
    2. Jisu J. Kim & Lena Steinhoff & Robert W. Palmatier, 2021. "An emerging theory of loyalty program dynamics," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 71-95, January.
    3. Korneta Piotr, 2018. "Net promoter score, growth, and profitability of transportation companies," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(2), pages 136-148, June.

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