A1 Journal article (refereed)
Public sector reputation and netpromoter score (2021)

Luoma-aho, V., Canel, M. J., & Hakola, J. (2021). Public sector reputation and netpromoter score. International Review on Public and Nonprofit Marketing, 18(3), 419-446. https://doi.org/10.1007/s12208-021-00280-9

JYU authors or editors

Publication details

All authors or editors: Luoma-aho, Vilma; Canel, María José; Hakola, Juho

Journal or series: International Review on Public and Nonprofit Marketing

ISSN: 1865-1984

eISSN: 1865-1992

Publication year: 2021

Publication date: 16/03/2021

Volume: 18

Issue number: 3

Pages range: 419-446

Publisher: Springer

Publication country: Germany

Publication language: English

DOI: https://doi.org/10.1007/s12208-021-00280-9

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/74825

Abstract

Reputation of public sector organizations is increasingly formed through Word of Mouth (WOM) as citizens and stakeholders share their experiences with others both online and offline. Understanding and measuring WOM is a challenge for many public sector organizations, who often resort to measurement tools designed for the private sector. This paper looks at a popular WOM measurement tool, namely the Net Promoter Score (NPS) in the context of public sector organizations. In this paper, we ask how well does the NPS describe public sector reputation, and look at what the different stakeholder groups categorized by NPS are like in the public sector. As an illustrative case, we report findings of a stakeholder reputation survey (n: 1198) conducted for a large Finnish ministry utilizing both established reputation measures and the NPS. Based on our findings, we conclude that the traditional NPS requires tailoring to match the public sector context, and propose “The Public Sector Net Promoter Score (PSNPS)” as a new measure for WOM in the public sector context.

Keywords: public sector; reputation management; reputation; stakeholder groups; feedback; questionnaire survey

Free keywords:  NPS; Net Promoter Score

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2021

JUFO rating: 1