Examining the Net Promoter Score (NPS) for Convenience Store: Is NPS Impacted by Consumer Demographics?

Year 2024, Volume: 19 Issue: 76, 541 - 558

Musa Pınar , Tulay Girard , Faruk Guder

Abstract

This study aims to investigate whether Net Promoter Score (NPS) is affected by consumer demographic characteristics and how customer demographics influence Net Promoter Score (NPS in the context of convenience stores. A questionnaire was developed, and the link was distributed to the entire list of over 50,000 loyalty members. About 6,000 valid responses were received for analysis. Significantly different effects of demographics on NPS were found. Among regular customers and loyalty card holders, males purchased more frequently than females, and younger customers exhibit a higher NPS than older cohorts. The results have important implications for companies operating in both domestic and international markets. By focusing on enhancing customer recommendations and NPS scores, businesses can potentially elevate their sales and profits.

Keywords

Net Promoter Score, Demographics and NPS, Recommending convenience stores

Ethical Statement

We do not have any potential or perceived conflicts of interest related to this research. Specifically, we affirm that we have neither financial nor non-financial interests or relationships within the sector that could potentially influence the conduct or presentation of our research. This includes, but is not limited to, any close relationships that may pose a conflict of interest. We assure you that our manuscript is an impartial and unbiased representation of our research findings.

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