Document Type
Conference Proceeding
Publication Date
2022
Abstract
The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression analyses show that repeat purchase, satisfaction, mindshare, emotional bond are significant predictors of recommending the convenience store and fuel station. The purchase frequency is positively related to NPS. Based on the findings, the study offers effective strategies for building a strong brand.
Recommended Citation
Pinar, Musa and Girard, Tulay, "Examining the Relationships Between Branding Factors and Likelihood of Recommending: Determinants of Net Promoter Score" (2022). Association of Marketing Theory and Practice Proceedings 2022. 18.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/18
