The NPS and the ACSI: a critique and an alternative metric

The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used to predict sales, profit and share price change.

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

Introduction

Customers 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...

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