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The relationship between the Net Promoter Score (NPS) and students’ college experiences at a state university

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  • Ali Kara

    (Penn State University York Campus)

  • Deniz Zeren

    (Cukurova University)

Abstract

The purpose of this research is to determine whether the Net Promoter Score (NPS) is relevant in higher educational institutions. The likelihood to recommend (LTR) of a business degree was examined in relation to the conceptualized antecedent factors of students’ university experience using NPS to identify different groups of students. To measure the conceptualized constructs, data is collected from students enrolled in a state university using an online survey. ANOVA is used to test the differences among NPS groups identified and the path analysis is used to test the relationships between antecedent factors and their LTR. All hypothesized relationships between antecedent variables, satisfaction, and LTR are confirmed. Results indicate a substantial divergence between the NPS of the business program and the NPS of university. In-depth qualitative interviews provided intriguing justifications for the variations in scores. Although the methodology used does not support generalization, we identify key challenges faced by the university students when recommending a business program to their friends and relatives. We make recommendations for how college administrators might use NPS data to their advantage while working to enhance the college experience for students. NPS is a simple, useful metric that offers valuable information about students’ experiences. Regardless of the nature of the higher education environment, higher education institutions can readily adopt and use it on a regular basis in addition to the current student satisfaction measurements employed at various touch points.

Suggested Citation

  • Ali Kara & Deniz Zeren, 2023. "The relationship between the Net Promoter Score (NPS) and students’ college experiences at a state university," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(4), pages 721-737, December.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:4:d:10.1007_s12208-022-00352-4
    DOI: 10.1007/s12208-022-00352-4
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    References listed on IDEAS

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    1. Nihat Kamil Anil & Gulnur Eti Icli, 2013. "MBA sudents' satisfaction and loyality: state vs. private universities in Turkey," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 177-198.
    2. Sven Baehre & Michele O’Dwyer & Lisa O’Malley & Nick Lee, 2022. "The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 67-84, January.
    3. Sevda Arslan & Ozlem Akkas, 2014. "Quality of College Life (QCL) of Students in Turkey: Students’ Life Satisfaction and Identification," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 115(2), pages 869-884, January.
    4. Melissa Clark & Monica B. Fine & Cara-Lynn Scheuer, 2017. "Relationship quality in higher education marketing: the role of social media engagement," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 40-58, January.
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