A Combined Method of r-NPS and t-NPS Evaluations for Identification of Negative Triggers of Detractors’ Experience

Abstract

User experience has garnered increasing interest from researchers in the field of sustainable human–computer interaction (HCI) design. One of the key pillars to building sustainable user experience for digital applications is to be able to identify powerful triggers of detracting behavior and especially those of radical detraction. In the past, traditional methods of user experience analysis have often led to the assumption that pragmatic aspects constitute the priority issues for user experience improvement given the prevalence of these aspects in user feedback surveys. However, our econometric analysis based on net promoter score (NPS) survey results defeats this assumption and reveals that the most powerful degraders of the detractors’ experience are in fact the emotive aspects of experience such as transparency of transactions and customer service interaction. Based on our analysis, we arrive at several insights regarding the building of a sustainable HCI strategy. First, hedonic aspects of user experience are the most significant determinants of the degree of user detraction among the detractors. Second, membership cannot be taken for granted as a token of customer loyalty. Building on the theoretical framework of Hassenzahl, Haines-Gadd, and others, we generate new evidence for the importance of servicing hedonic aspects of user experience for digital applications businesses to form a sustainable customer relation and product strategy.