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논문 기본 정보

자료유형
학술저널
저자정보
Sanjay Seth (Psycho-metric.com) Don Scott (Southern Cross University) Chad Svihel (eBay.com) Stephen Murphy-Shigematsu (Stanford University)
저널정보
한국마케팅학회AMJ ASIA MARKETING JOURNAL ASIA MARKETING JOURNAL 제17권 제4호
발행연도
2016.1
수록면
43 - 61 (19page)
DOI
10.15830/amj.2016.17.4.43

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초록· 키워드

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This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes from this question can be very different when compared with other single stimulus questions such as “overall satisfaction” or “repurchase.” Japanese and Korean people may have a positive attitude towards the company but they will provide low NPS scores because they are reflecting that they would not run the risk of ruining their relationships with their friends by making a recommendation. As a result, in the NPS system these people will be labeled as “detractors” when in fact they are “ambivalent customers.” Using several Japanese and Korean based marketing research industry examples and case studies, different strategies are proposed to address the issue of negative scores in the NPS system in Japan and Korea. The Customers Psyche appears to be the key determinant factors for both types of behavioural items (items with a single stimulus as well as items with two stimuli).
#Negative/low Net Promoter Score #cross-cultural research #customer advocacy #customer satisfaction #cross-cultural branding

목차

Ⅰ. Introduction
Ⅱ. The Major Contribution of NPS to the Marketing ResearcH Industry
Ⅲ. An Analysis of the NPS Question - “Recommendation to Friends”
Ⅳ. Why are there Consistently Low (-ve) Scores in Some Countries Against High (+ve) Scores in the US for the Same Company / Products?
Ⅴ. Findings: Solutions to Deal with the Challenges of NPS Negative Scores or Score Fluctuations
Ⅵ. Conclusions & Recommendations
References

참고문헌 (26)

참고문헌 신청
Dorell, Adam (2011), “Thoughts on How Cultural Differences Impact Net Promoter Score,” (accessed on July 3, 2015), [available at http://customergauge.com/2011/03/netpromoter- is-there-a-dutch-effect/]. Borsboom, D. (2005), Measuring the Mind : Conceptual Issues in Contemporary Psychometrics. Cambridge; New York, Cambridge University Press. google schola East, R., K. Hammond, and W. Lomax (2008), “Measuring the Impact of Positive and Negative WOM,” International Journal of Research in Marketing, 25, 215-224. google schola East, R., J. Romanink, and W. Lomax (2011), “The NPS and the ACSI a Critique and an Alternative Metric,” Marketing Research, 53 (3), 327-346. google schola Grisaffe, D. B. (2007), “Questions About the Ultimate Question: Conceptual Consideration in Evaluating Reichheld’s Net Promoter Score,” Journal of Consumer Satisfaction and Dissatisfaction, 20, 36-53. google schola

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