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Evaluation of different customer experience metrics in a GameTech company

Chatzimitsou Eleni

Πλήρης Εγγραφή

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Περίληψη

The purpose of this thesis is to examine the predictive ability of different customer experience metrics for firm's growth. Customer experience, incorporating the whole customer journey along with the satisfaction and loyalty components, is arguably a factor driving firm growth.The Net Promoter Score (NPS) metric, the overall Satisfaction and the Expectations fulfilment have been tested in this thesis against firm revenue and other metrics building up firm growth.The NPS metric is widely adopted with more than two thirds of Fortune 1000 companies using the specific metric, claiming to be correlated with company's revenue growth. Yet, a significant number of academics and professional argue about its actual global correlation with firm growth, suggesting among other the "overall satisfaction" and loyalty as better metrics for firm growth prediction. Noticeably, different metrics may apply better to different industries, where especially the gambling industry involves complicated purchase decision making, often driven by satisfaction, hedonism and addiction.Upon reviewing relevant literature, a research was conducted based on Stoiximan, a GameTech company engaged in online gambling, users raw data and answers related to the NPS, overall satisfaction and expectations fulfillment. According to the research findings, the NPS metric does not work well as a firm growth predictor, confirming the literature findings. Yet, this indicates that firm growth may be more accurately predicted via implementing a combination of the NPS metric along with a different metric in the online gambling industry.

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