Evaluating the customer relationship through the Net Promoter Score

Abstract

The goal of this thesis is to investigate the potentiality and applicability of the Net Promoter Score as a marketing tool to investigate customer loyalty. Customer fidelity (or customer loyalty) is probably one of the most recurring topic when talking about customer relationship, and it is traditionally associated to customer satisfaction. However, the actual assessment of customer satisfaction is very difficult to estimate and its relationship with customer loyalty depends upon many factors, including complex and unpredictable factors. In this dissertation The Net Promoter Score is investigated through literature, practical cases and with the application in practice of these study through a training internship held at the company Carel Spa, directly by me. The thesis is subdivided into 5 chapter, where I first try to explain the importance to measure the performance, for then describe the recommend one, in details, and how the company, where I could experience this process, has put it into practice. In the last chapter, I illustrate the project carried out with a my analysis.