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Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater

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Abstract

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.

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Authors and Affiliations

  1. Business and Economics Division, Penn State University York Campus, 1031 Edgecomb Ave, York, PA, 17403, USA

    Ali Kara

  2. Interim Department Chair, Department of Management, Marketing, and International Business, School of Business, University of North Carolina at Pembroke, 1 University Road, P.O. Box 1510, Pembroke, NC, 28372, USA

    John E. Spillan

  3. Interim Assistant Dean, UNCP Graduate School and Lecturer, Department of Management, Marketing, and International Business, University of North Carolina at Pembroke, 1 University Road, P.O. Box 1510, Pembroke, NC, 28372-1510, USA

    Christine Bell

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  1. Ali Kara
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Correspondence to Ali Kara.

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Kara, A., Spillan, J.E. & Bell, C. Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater. J Market Anal (2024). https://doi.org/10.1057/s41270-023-00280-0

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