Can behavioral WOM measures provide insight into the net promoter© concept of customer loyalty?

Marketing Science

Volumn 27, Issue 3, 2008, Pages 533-534

  Morgan, Neil A ^a   Rego, Lopo L ^b  

^a INDIANA UNIVERSITY   (United States)

^b UNIVERSITY OF IOWA   (United States)

Author keywords

Customer loyalty; Customer satisfaction; Marketing strategy; Net promoter; Recommendations; Word of mouth

Indexed keywords

EID: 60849132499     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0375     Document Type: Article

References (3)

1. Morgan, N. A., L. L. Rego. 2006. The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Sci. 25(5) 426-439.
2. Reichheld, F. F. 2003. The one number you need to grow. Harvard Bus. Rev. 81(12) 46-54.
3. Satmetrix. 2004. The power behind a single number: Growing your business with net promoter. Satmetrix Systems White Paper, http://www.satmetrix.com/pdfs/ netpromoterWPfinal.pdf.