Net Promoter Score for Apple Company with special emphasis on the Malopolska region: an empirical study of factors influencing the Net Promoter Score

Abstract

This thesis explores the Net Promoter Score which is a marketing instrument that allows a company to monitor its brand based on consumer satisfaction level expressed as a tendency to its recommendation. It is based on one question “how likely it is that you would recommend [company X] to friend or colleague?” The purpose of this thesis and research is to investigate the extent to which respondents are influenced by factors of brand loyalty and other factors towards Apple’s Net Promoter Score. Self-administrated online survey was distributed among Malopolska’s citizens and 50 responses have been collected. The research has indicated which factors influence consumer’s willingness to provide recommendations of Apple products as well as those that do not have significant influence. According to the research Apple’s consumers would recommend Apple products mainly because of the products’ style, functionality, quality, image, innovation, and technology. The researcher has found that the greatest positive influence on the Net Promoter Score have the following groups: consumers that use Apple products more than two hours per day and individuals earning more than 3,500 PLN per month. Most importantly the research has indicated the Net Promoter Score to be 44.