Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater

The Net Promoter Score (NPS) is a popular tool for assessing for-profit organizations’ customer loyalty and future growth to assess customer loyalty and future growth in for-profit organizations. However, its application in higher education has been limited, especially in examining its relationship with the alumni’s desire to give back to the university. To address this gap, we investigate the relationship between NPS and desire of online MBA students’ to give back to their alma mater. We also investigate the factors influencing online MBA students’ college experience and satisfaction, examine how those factors impact their propensity to recommend the academic institution to their friends. Our analysis is based on survey data from 306 online MBA students at a mid-sized state university in the U.S. Upon calculating the NPS, 15 detractors, 58 passives, and 162 promoters were identified and categorized. Results show that classes and financial aid staff were the most influential factors in the likelihood of recommendation. Statistical analysis shows that the promoters, compared to detractors, were 2 to 14 times more likely to give back to their alma mater. Recommendations were provided to assist university administrators.

This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: http://dx.doi.org/10.1057/s41270-023-00280-0

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Work Title Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater
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Open Access
Creators
  1. Ali Kara
  2. John E. Spillan
  3. Christine Bell
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Journal of Marketing Analytics
Publication Date January 17, 2024
Publisher Identifier (DOI)
  1. https://doi.org/10.1057/s41270-023-00280-0
Deposited December 09, 2024

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  • Added Creator Ali Kara
  • Added Creator John E. Spillan
  • Added Creator Christine Bell
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