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Rejoinder—Can Behavioral WOM Measures Provide Insight into the Net Promoter^© Concept of Customer Loyalty?

Kelley School of Business, Indiana University, Indiana 47405
Tippie College of Business, The University of Iowa, Iowa City, Iowa 52242
namorgan{at}indiana.edu
lopo-rego{at}uiowa.edu

We examine the ability of the "Net Promoter" of Morgan and Rego (2006) measure constructed using behavioral word-of-mouth (WOM) data to provide insights into the Net Promoter^© customer loyalty concept popularized by Reichheld (2003), which is indicated by a score constructed using attitudinal "intention-to-recommend" data. We show that despite differences in data and operationalization, the two measures are very closely correlated and behave remarkably similarly when examined relative to a third related variable, customer satisfaction.

Key Words: word-of-mouth; customer loyalty; marketing strategy; net promoter; recommendations; customer satisfaction
History: Received: February 7, 2008; accepted: February 8, 2008.