Solving the Mystery of Consistent Negative/Low Net Promoter Score (NPS) in Cross-Cultural Marketing Research
This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2016-01-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol17/iss4/3/ |