Weiterempfehlungsabsicht

English translation: willingness/intention to recommend

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:Weiterempfehlungsabsicht
English translation:willingness/intention to recommend
Entered by: transatgees

11:20 Apr 11, 2017
German to English translations [PRO]
Marketing - Retail / Retail services
German term or phrase: Weiterempfehlungsabsicht
In a business school survey of a service-provider for the retail trade:

Die Weiterempfehlungsbereitschaft zeigt gute Werte, 77% aller Antworten liegen im positiven Bereich.
Der sich aus der Weiterempfehlungsabsicht ergebende Net Promoter Score (NPS) liegt derzeit bei 9.

A direct translation is easy, of course, but I cannot help feeling that there is a marketung-type buzz-word hidden somewhere in the Net Promoter Score system.

Can any one help please?
transatgees
United Kingdom
Local time: 10:02
willingness/intention to recommend
Explanation:
I'm not convinced by "likelihood of referral" - "referral" is most often used in the context of patients being referred to medical practitioners, and most of the google instances of "likelihood of referral" are taken from a medical context. Surveys almost always use the word "recommend" and ask questions like "How likely would you be to recommend X?" - "willingness to recommend" is a pretty standard term in marketing.

"Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the "willingness to recommend" metric very useful."
https://en.wikipedia.org/wiki/Willingness_to_recommend
Selected response from:

Armorel Young
Local time: 10:02
Grading comment
Many thanks
4 KudoZ points were awarded for this answer



Summary of answers provided
3 +5willingness/intention to recommend
Armorel Young
4 +3likelihood of referral
Michael Martin, MA


  

Answers


3 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +5
willingness/intention to recommend


Explanation:
I'm not convinced by "likelihood of referral" - "referral" is most often used in the context of patients being referred to medical practitioners, and most of the google instances of "likelihood of referral" are taken from a medical context. Surveys almost always use the word "recommend" and ask questions like "How likely would you be to recommend X?" - "willingness to recommend" is a pretty standard term in marketing.

"Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the "willingness to recommend" metric very useful."
https://en.wikipedia.org/wiki/Willingness_to_recommend

Armorel Young
Local time: 10:02
Native speaker of: English
PRO pts in category: 42
Grading comment
Many thanks

Peer comments on this answer (and responses from the answerer)
agree  Mair A-W (PhD): or likelihood to recommend
18 mins

agree  michael10705 (X)
32 mins

agree  phillee: Intention
4 hrs

agree  TonyTK: "willingness to recommend"
20 hrs

agree  tariqradwank (X)
6 days
Login to enter a peer comment (or grade)

11 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +3
likelihood of referral


Explanation:
"Satisfaction, loyalty, and likelihood of referral are regarded by marketers and the Big Three diagnostics leading to retail profitability. "http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807...

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Note added at 4 hrs (2017-04-11 15:35:45 GMT)
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The fact that this term is also widely used in the medical field doesn’t diminish at all its validity in this field:

“Kinēsis uses two measurements to gauge customer loyalty: likelihood of referral and customer advocacy. Likelihood of referral captures a measurement of the customer’s likelihood to refer the brand to friend, relative or colleague.” http://www.kinesis-cem.com/customer_surveys.shtml


Michael Martin, MA
United States
Local time: 06:02
Native speaker of: Native in GermanGerman, Native in EnglishEnglish

Peer comments on this answer (and responses from the answerer)
agree  Ramey Rieger (X): Yup!
2 mins
  -> Thanks, Ramey!

agree  Edith Kelly
3 hrs
  -> Thank you, Edith!

agree  curtis3 (X)
4 days
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