Adapting to a New Normal : The Influence of KNPS (Korea Net Promoter Score) of KMAC on Financial Performance in Korea Across Pre- and Post-COVID-19 Eras

This study explores the impact of the Korea Net Promoter Score (KNPS) on corporate financial performance, focusing on the contrasting effects observed before and after the COVID-19 pandemic. By examining KNPS, a crucial customer loyalty metric, in relation to financial outcomes like Return on Assets (ROA), Return on Equity (ROE), and the Sales-to-Assets ratio (Sales_AT), this research provides insights into the dynamic relationship between customer loyalty metrics and financial performance under varying economic conditions. The pre-pandemic analysis reveals that KNPS had a limited influence on financial indicators, significantly impacting only Sales_AT. In contrast, the post-pandemic findings demonstrate a substantial shift, with KNPS emerging as a robust predictor of improved financial performance across all metrics examined. These findings highlight how shifts in consumer behavior and brand trust may have intensified the importance of KNPS in the post-pandemic period, particularly within Korea’s high-context, digitally connected market.