Net Promoter Score (NPS) as a Strategic Tool

Since its introduction in 2003, the Net Promoter Score (NPS) has received significant attention as a key metric for evaluating customer satisfaction, loyalty, and the likelihood of recommending a company or product. NPS has been extensively studied across various sectors, focusing on the impacts and drivers of such outcome variables as sales growth, profitability, customer satisfaction, and loyalty. Its application goes beyond marketing and has been implemented in tourism and hospitality settings. Despite NPS’s growing importance, systematic research on the factors influencing the likelihood of recommending the products and brands essential for achieving a high NPS remains limited. The chapter discusses the theoretical foundation of NPS, its benefits, and its applications. Furthermore, it introduces a framework that includes the influence of NPS on recommending products, brands, or companies to potential customers and expected outcomes. The chapter concludes with research areas for tourism and hospitality studies.