Pomiar marketingu szeptanego warsztatów samochodowych
Measuring Word-of-Mouth Marketing of Garages

Summary/Abstract: The purpose of the paper is twofold: (1) to quantify an informal marketing message generated by customers of garages and (2) to identify formal characteristics differentiating this message. According to the first hypothesis it was researched that the value of the NPS index equals to -20, so it is decidedly low. Simultaneously a meaningful 60% fraction of fence sitters gives a great chance of taking up marketing activities aiming at transforming them into loyal promoters. According to the second hypothesis it was proved that among 10 analyzed formal criteria 8 significantly differentiated values of the NPS index. Author’s contribution and novelty of the paper are the use of the mentioned tools in measuring word-of-mouth marketing of garages and the obtained results.

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