Abstract:

The article deals with the theoretical problems of applying the NPS (Net Promoter Score) index when calculating customer loyalty in B2B market. In the article the concepts of loyalty and customer satisfaction were given. Based on the NPS research of B2B companies promoters and detractors were identified, as well as determine the level of loyalty and customer satisfaction in general.

Recommendations are given to improve the methodology for measuring loyalty and customer satisfaction on B2B markets. NPS normative values were proposed. The analysis of research results on NPS calculation for B2B is given, also methodological problems of its application for B2B markets are indicated in the article