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Measuring donor loyalty: key reasons why Net Promoter Score (NPS) is not the way

  • Published:2013-02 Issue:1 Volume:18 Page:1-6
  • ISSN:1465-4520
  • Container-title:International Journal of Nonprofit and Voluntary Sector Marketing
  • language:en
  • Short-container-title:Int. J. Nonprofit Volunt. Sect. Mark.

Author:

Schulman Kevin1,Sargeant Adrian2

Affiliation:

1. The Donor Voice; USA

2. Plymouth Business School; University of Plymouth; Plymouth UK

Publisher

Wiley

Subject

Marketing,Strategy and Management,Economics and Econometrics

Reference4 articles.

1. A longitudinal examination of net promoter and firm revenue growth;Keiningham;Journal of Marketing,2007

2. SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality;Parasuraman;Journal of Retailing,1988

3. Reichheld FF 2003 The only number you need to grow http://www.thedatashop.co.uk/docs/NetPromoterScore_HBR.pdf

4. Schneider D Berent MK Thomas R Krosnick JA 2007 Measuring customer satisfaction and loyalty: improving the ‘net promoter’ score

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