NET PROMOTER SCORE AS A SIMPLE METRICS FOR MONITORING CONSUMER FEEDBACK

<p>Monitoring consumer satisfaction and loyalty represents one of the key decisions that serve to increase the company's competitiveness. One of the basic prerequisites for loyalty is consumer satisfaction, and the task of creating loyalty sometimes seems unattainable for a company. In this regard, to begin with, it is very important to develop metrics that would allow the company to receive feedback from the market. One such metric is the Net Promoter Score (NPS). With the help of NPS, feedback is sought on the basis of only one question related to the probability with which a consumer would be ready to recommend a certain brand to a friend or colleague. The aim of this paper is to point out the characteristics, advantages, and disadvantages of NPS through an overview of the selected scientific papers.</p>