The NPS and the ACSI: a critique and an alternative metric
Robert East
Kingston Business School and Ehrenberg-Bass Institute, University of South Australia
Jenni Romaniuk
Ehrenberg-Bass Institute, University of South Australia
Wendy Lomax
Kingston Business School
IntroductionCustomers who are satisfied may show greater retention and express more positive word of mouth (PWOM) about the brand, leading to customer acquisition and further sales. Thus, measures of satisfaction and word of mouth (WOM) may predict brand performance. The most established satisfaction metric is the American Customer Satisfaction Index (ACSI), developed by Fornell and his associates (Fornell 1992; Fornellet al...