| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === In the globally competitive business world, how to enhance customer loyalty is become the key point of long-run survival for businesses. Net promoter score (NPS) is a loyalty metric which was introduced by Reichheld (2003). It has gained popularity in the Western businesses thanks to its simplicity and its linkage to profitable growth. The primary goal of this study is to explain how to use NPS to rank the customer loyalty of some branded products in Taiwan. This study picks up bubble milk tea and notebook as research branded products. The first objective is to test the relationship between NPS and customer loyalty. The second objective is to discuss the differences of product brands. The third objective is to discuss the tendency of segments of promoters and detractors.
According to the research results, NPS is the proper loyalty metric in Taiwan. In addition, this paper builds a research model for a business to understand its relative NPS position. Once a business has identified which competitors are benchmarks, the business can begin to engage in a more detailed analysis of these competitors. Finally, a business can focus on the groups’ tendency of promoters and detractors through market segmentation and cross analysis. A business can develop a value proposition and propose marketing mix strategy for each segment.
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