EVALUATION OF CUSTOMER LOYALTY AND SATISFACTION – THE MATRIX APPROACH
EVALUATION OF CUSTOMER LOYALTY AND SATISFACTION – THE MATRIX APPROACH

Summary/Abstract: The purpose of this paper is to compare two matrix methods of evaluation and visualisation customer survey results: Satisfaction-Loyalty Matrix (SLM) and eNPS (Employee Net Promoters Score) Matrix. Although eNPS is a method used in employee research, the authors decided to applicate it in a marketing research. The analysis was performed basing on a survey on supermarkets’ clients in southern Poland. The data was used to generate the matrices and to calculate several indicators describing customer satisfaction and loyalty (e.g. Reichheld’s NPS, eNPS, tendency strength indicator, Apostles/Promoters fraction). Comparing them the authors showed similarities and differences between concerned methods. The Paper shows the practical application of matrix methods and describes their advantages and disadvantages. Thus it may facilitate the selection of appropriate form of matrix method used in customer satisfaction surveys. It may be useful in future studies on different variations of matrix methods and their wider use in marketing research.

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