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

Neil A. Morgan · Lopo Leotte Rego

24 citations0/0 files storedMarketing Science

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Customer Service Quality and Loyalty Digital Marketing and Social Media Customer churn and segmentation

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.

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2004The One Number You Need to Grow 2006The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance

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