From research to action: enhancing net promoter score utilization in managerial practice

Despite its widespread adoption by industry, the academic literature is quite skeptical about the Net Promoter Score (NPS). Given the persistent use of NPS by managers, this research note provides a deeper understanding of its practical implementation while exploring the potential benefits NPS offers to managers, focusing on the distinction between transactional and brand health NPS. Furthermore, this research note also introduces five essential managerial considerations for using NPS, further extending the scope for managerial-relevant future research.