Mycket snack och lite verkstad - En longitudinell studie av NPS och konsumentbeteende
The Net Promoter Score (NPS) has been claimed to be the single most reliable indicator of firm growth and has gained wide adoption among companies in a broad range of industries. This is despite a lack of rigorous scientific testing. The purpose of this study is to examine the predictive strength of the question "How likely are you to recommend [.] to your friends and colleagues " that the metric is based on: how well does it actually predict future consumer behavior Furthermore, the report aims to create a greater understanding of the factors that explain a person's word of mouth (WOM) intention and which behaviours cause that intention to change. A longitudinal study was conducted of 304 consumers' WOM intention regarding two non-carbonated drinks and their subsequent WOM and purchase behavior. The analyses show that the behaviors are captured by the metric to some extent. However, the strength of the correlations is relatively low and justifies skepticism regarding the strong statements made about the metrics ability to measure behavior. Further this study shows that both recommendation and purchase result in an increased WOM intention. A strong relationship was also found between WOM intention and attitude towards the product, but not with "Market Maven". This means our study indicates the focus of previous research has been misdirected, and provides other important marketing strategy insights.