Resumen
Currently, the customer experience is analyzed through satisfaction surveys, playing a key role in creating and/or maintaining the economic value of an organization, as well as the measuring of reputational risk. Derived from this, there is a growing interest in measuring the degree of satisfaction and loyalty. In this way, the objective of this research is to propose an optimum alternative to measure the organization’s client-user satisfaction. This paper innovates by proposing the integration of a monthly expansion factor to the NPS conventional calculation, which determines levels of importance for each service channel used; this factor considers the number of visitors and the surveys applied by channel. Thus, the results show a significant underestimation of the conventional calculation of approximately 38% compared to the proposed method. Organizations must consider more elements than the proportion of promoters and detractors, such as the relative importance of each service channel available to customers.
Título traducido de la contribución | Net Promoter Score (NPS) optimization with expansion factors, a measure of customer experience in reputational risk |
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Idioma original | Español |
Páginas (desde-hasta) | 134-159 |
Número de páginas | 26 |
Publicación | Contaduria y Administracion |
Volumen | 68 |
N.º | 3 |
DOI | |
Estado | Publicada - 2023 |
Palabras clave
- Net Promoter Score
- customer satisfaction
- reputational risk
- service channels