The Net Promoter Score (NPS) is a popular tool for assessing for-profit organizations’ customer loyalty and future growth to assess customer loyalty and future growth in for-profit organizations. However, its application in higher education has been limited, especially in examining its relationship with the alumni’s desire to give back to the university. To address this gap, we investigate the relationship between NPS and desire of online MBA students’ to give back to their alma mater. We also investigate the factors influencing online MBA students’ college experience and satisfaction, examine how those factors impact their propensity to recommend the academic institution to their friends. Our analysis is based on survey data from 306 online MBA students at a mid-sized state university in the U.S. Upon calculating the NPS, 15 detractors, 58 passives, and 162 promoters were identified and categorized. Results show that classes and financial aid staff were the most influential factors in the likelihood of recommendation. Statistical analysis shows that the promoters, compared to detractors, were 2 to 14 times more likely to give back to their alma mater. Recommendations were provided to assist university administrators.

净推荐值 (NPS) 是一种流行的工具，用于评估营利性组织的客户忠诚度和未来增长，以评估营利性组织的客户忠诚度和未来增长。然而，它在高等教育中的应用受到限制，特别是在考察它与校友回馈大学的愿望的关系方面。为了解决这一差距，我们调查了 NPS 与在线 MBA 学生回馈母校的愿望之间的关系。我们还调查了影响在线 MBA 学生的大学体验和满意度的因素，研究这些因素如何影响他们向朋友推荐学术机构的倾向。我们的分析基于美国一所中型州立大学 306 名在线 MBA 学生的调查数据。在计算 NPS 后，我们识别并分类了 15 名批评者、58 名被动者和 162 名推荐者。结果表明，班级和经济援助人员是对推荐可能性影响最大的因素。统计分析显示，与批评者相比，支持者回馈母校的可能性高出 2 至 14 倍。提供建议以协助大学管理人员。