Working Title of Thesis:
Customer Mindset Metrics as a Predictor of Sales Growth – The Case of Net Promoter Score (NPS)
Net Promoter Score (NPS) is a popular managerial customer mindset metric however despite its managerial popularity, academics remain sceptical of NPS, citing methodological issues with the original research design. Furthermore, past academic research conducted on the relationship between NPS and sales growth have concluded that NPS has no or in the best-case limited impact on sales growth. Nevertheless, managers are still using NPS intensively, suggesting that they have identified conditions under which NPS can actually predict sales growth. This leads to an interesting scenario given that the academic evidence on the utility of NPS as a predictor of future sales growth is at best mixed. The objective of this PhD study is to re-visit the utility of NPS as a predictor of future sales growth by considering proposals by academics and practitioners regarding the operationalization of the relationship between NPS and sales.