Towards challenging the use of the NPS in practice as a measure of visitor satisfaction

Clifford Lewis; David Donnelly

Towards challenging the use of the NPS in practice as a measure of visitor satisfaction

Management and Marketing

Research output: Book chapter/Published conference paper › Conference paper

Abstract

The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.

Original language	English
Title of host publication	CAUTHE 2019
Subtitle of host publication	Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Proceedings of the 29th Annual Conference
Place of Publication	Cairns, Qld
Publisher	Central Queensland University Australia
Pages	429-432
Number of pages	4
ISBN (Print)	9780994514141
Publication status	Published - 11 Feb 2019
Event	CAUTHE 2019: 29th Annual Council of Australasian University and Hospitality Education conference - Pullman Cairns International, Cairns, Australia Duration: 11 Feb 2019 → 14 Feb 2019 https://cauthe.org/conference-2019/ http://cauthe.org/wp-content/uploads/2019/02/10-Conference-Program.pdf (conference program) https://search.informit.com.au/browsePublication;isbn=9780994514141;res=IELBUS (proceedings)

Conference

Conference	CAUTHE 2019
Abbreviated title	Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age
Country	Australia
City	Cairns
Period	11/02/19 → 14/02/19
Internet address	https://cauthe.org/conference-2019/ http://cauthe.org/wp-content/uploads/2019/02/10-Conference-Program.pdf (conference program) https://search.informit.com.au/browsePublication;isbn=9780994514141;res=IELBUS (proceedings)

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title = "Towards challenging the use of the NPS in practice as a measure of visitor satisfaction",

abstract = "The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.",

keywords = "Net promoter score, Loyalty, Milliennials, Visitor satisfaction",

author = "Clifford Lewis and David Donnelly",

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pages = "429--432",

booktitle = "CAUTHE 2019 ",

publisher = "Central Queensland University Australia",

note = "CAUTHE 2019 : 29th Annual Council of Australasian University and Hospitality Education conference , Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age ; Conference date: 11-02-2019 Through 14-02-2019",

url = "https://cauthe.org/conference-2019/, http://cauthe.org/wp-content/uploads/2019/02/10-Conference-Program.pdf, https://search.informit.com.au/browsePublication;isbn=9780994514141;res=IELBUS",

}

Towards challenging the use of the NPS in practice as a measure of visitor satisfaction. / Lewis, Clifford; Donnelly, David.

CAUTHE 2019 : Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Proceedings of the 29th Annual Conference. Cairns, Qld : Central Queensland University Australia, 2019. p. 429-432.

Research output: Book chapter/Published conference paper › Conference paper

TY - GEN

T1 - Towards challenging the use of the NPS in practice as a measure of visitor satisfaction

AU - Lewis, Clifford

AU - Donnelly, David

PY - 2019/2/11

Y1 - 2019/2/11

N2 - The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.

AB - The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.

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KW - Loyalty

KW - Milliennials

KW - Visitor satisfaction

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BT - CAUTHE 2019

PB - Central Queensland University Australia

CY - Cairns, Qld

T2 - CAUTHE 2019

Y2 - 11 February 2019 through 14 February 2019

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