Examining the Net Promoter Score (NPS) for Convenience Store: Is NPS Impacted by Consumer Demographics?

Authors : Musa Pınar, Tulay Girard, Faruk Guder

Pages : 541-558

View : 153 | Download : 345

Publication Date : 2024-10-31

Article Type : Research Paper

Abstract :This study aims to investigate whether Net Promoter Score (NPS) is affected by consumer demographic characteristics and how customer demographics influence Net Promoter Score (NPS in the context of convenience stores. A questionnaire was developed, and the link was distributed to the entire list of over 50,000 loyalty members. About 6,000 valid responses were received for analysis. Significantly different effects of demographics on NPS were found. Among regular customers and loyalty card holders, males purchased more frequently than females, and younger customers exhibit a higher NPS than older cohorts. The results have important implications for companies operating in both domestic and international markets. By focusing on enhancing customer recommendations and NPS scores, businesses can potentially elevate their sales and profits.
Keywords : Net Promoter Score, Demographics and NPS, Recommending convenience stores

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