An application of the net promoter score in higher education.
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| Title: | An application of the net promoter score in higher education. |
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| Authors: | Kara, Ali1 (AUTHOR) axk19@psu.edu, Mintu-Wimsatt, Alma2 (AUTHOR), Spillan, John E.3 (AUTHOR) |
| Source: | Journal of Marketing for Higher Education. Jul-Dec2024, Vol. 34 Issue 2, p478-501. 24p. |
| Subject Terms: | *College administrators, *Higher education, *Undergraduates, Business size, Satisfaction |
| Abstract: | The Net Promoter Score (NPS) has been widely used as a strong indicator of loyalty and growth in organizations. However, despite extensive use in various industries, its application in higher education has been limited. To address this gap, we explore the use of NPS in the identification and investigation of the characteristics as well as behaviors of 3 groups of undergraduate business students: promoters, passives, and detractors. We also investigate the role of university experience and satisfaction on students' likelihood to recommend their academic program to their friends. Using survey data from 3 regional state universities in the US, with a combined sample size of 493 business students, we calculated the NPS by asking the question, "How likely is it that you would recommend the business program to a friend?" Upon calculating the NPS, 75 detractors, 165 passives and 253 promoters were identified and categorized. Based on our findings, recommendations were provided to assist university administrators in their efforts towards minimizing the number of detractors, positively converting passives, and increasing the number of promoters. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
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| Abstract: | The Net Promoter Score (NPS) has been widely used as a strong indicator of loyalty and growth in organizations. However, despite extensive use in various industries, its application in higher education has been limited. To address this gap, we explore the use of NPS in the identification and investigation of the characteristics as well as behaviors of 3 groups of undergraduate business students: promoters, passives, and detractors. We also investigate the role of university experience and satisfaction on students' likelihood to recommend their academic program to their friends. Using survey data from 3 regional state universities in the US, with a combined sample size of 493 business students, we calculated the NPS by asking the question, "How likely is it that you would recommend the business program to a friend?" Upon calculating the NPS, 75 detractors, 165 passives and 253 promoters were identified and categorized. Based on our findings, recommendations were provided to assist university administrators in their efforts towards minimizing the number of detractors, positively converting passives, and increasing the number of promoters. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 08841241 |
| DOI: | 10.1080/08841241.2021.2018088 |
