Loyalty Meets Reality
Beyond all ideology: Just how well can NPS & Co. predict customer behaviour? Or put more specifically: Which indicators have proven themselves to be valid predictors of real purchasing behaviour?
Science and practice have now spent decades trying to predict customer behaviour. To date, a large number of indicators have been identified to measure customer loyalty, but these are often only indirectly linked to behavioural patterns. In our contribution, using a 2-wave longitudinal study with n=3,500 survey participants a comparison was undertaken of the forecasting value of the most standard indicators (e.g. NPS, overall satisfaction, brand empathy etc.) which spanned the consumer industries of automotive, household goods, mobile communications, notebooks, consumer electronics and telecommunications.
Publication download (published in Planning and Analysis, edition 2, 2011)
Overview / all topics
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