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The Effect of The Net Promoter Score on Sales: A Study of a Retail Firm Using Customer and Store-Level Data

FISEROVA, Jana, PUGH, Geoff, DIMOS, Chris and Stephenson, Andrew (2018) The Effect of The Net Promoter Score on Sales: A Study of a Retail Firm Using Customer and Store-Level Data. In: British Academy of Management Conference 2018, September 4-6, Bristol Business School, University of the West of England.

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Abstract or description

Existing industry-level evidence does not inform practitioners about when and by how much sales will grow as a result of an increase in NPS. We investigate the relationship between sales and NPS for a leading retail firm by combining individual stores’ monthly sales data with data from customer satisfaction surveys from which we calculate NPS for every UK store in every month over a four-year period. We find nonlinear sales effects of (i) stores’ own NPS and (ii) the average NPS of the other stores of the same company in the same region. Both NPS effects on stores’ sales at first increase and then decrease over the five to 10 months after the product purchases to which the NPS refers. If every store could achieve a sustained increase in its NPS of one percentage point, then across all UK stores the additional annual sales would be around £3 million.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Best Paper Winner in Marketing and Retail https://www.bam.ac.uk/node/9804
Uncontrolled Keywords: Net Promoter, sales, growth, econometrics, retail, marketing
Faculty: School of Business, Leadership and Economics > Accounting, Finance and Economics
Event Title: British Academy of Management Conference 2018
Event Location: Bristol Business School, University of the West of England
Event Dates: September 4-6
Depositing User: Geoff PUGH
Date Deposited: 28 Aug 2020 14:14
Last Modified: 28 Aug 2020 14:14
Related URLs:
URI: http://eprints.staffs.ac.uk/id/eprint/6516

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