The relationship between the Net Promoter Score (NPS) and students’ college experiences at a state university

The purpose of this research is to determine whether the Net Promoter Score (NPS) is relevant in higher educational institutions. The likelihood to recommend (LTR) of a business degree was examined in relation to the conceptualized antecedent factors of students’ university experience using NPS to identify different groups of students. To measure the conceptualized constructs, data is collected from students enrolled in a state university using an online survey. ANOVA is used to test the differences among NPS groups identified and the path analysis is used to test the relationships between antecedent factors and their LTR. All hypothesized relationships between antecedent variables, satisfaction, and LTR are confirmed. Results indicate a substantial divergence between the NPS of the business program and the NPS of university. In-depth qualitative interviews provided intriguing justifications for the variations in scores. Although the methodology used does not support generalization, we identify key challenges faced by the university students when recommending a business program to their friends and relatives. We make recommendations for how college administrators might use NPS data to their advantage while working to enhance the college experience for students. NPS is a simple, useful metric that offers valuable information about students’ experiences. Regardless of the nature of the higher education environment, higher education institutions can readily adopt and use it on a regular basis in addition to the current student satisfaction measurements employed at various touch points.

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/10.1007/s12208-022-00352-4

Files

Metadata

Work Title The relationship between the Net Promoter Score (NPS) and students’ college experiences at a state university
Access
Open Access
Creators
  1. Ali Kara
  2. Deniz Zeren
Keyword
  1. Net Promoter Score
  2. Higher education
  3. Emerging market
  4. Likelihood to recommend
  5. Student satisfaction
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. International Review on Public and Nonprofit Marketing
Publication Date November 8, 2022
Publisher Identifier (DOI)
  1. https://doi.org/10.1007/s12208-022-00352-4
Deposited May 22, 2023

Versions

Analytics

Collections

This resource is currently not in any collection.

Work History

Version 1
published

  • Created
  • Added Net_Promoter_Score__NPS__and_student_college_experiences_at_a_state_university__ACCEPTED_VERSION_.docx
  • Added Creator Ali Kara
  • Added Creator Deniz Zeren
  • Published
  • Updated Keyword, Publication Date Show Changes
    Keyword
    • Net Promoter Score, Higher education, Emerging market, Likelihood to recommend, Student satisfaction
    Publication Date
    • 2022-01-01
    • 2022-11-08
  • Updated