What does the net promoter score (NPS) primarily measure?

The net promoter score (NPS) primarily measures customer loyalty and the likelihood of customers to recommend a company to others. This metric is derived from a simple survey question asking customers how likely they are to recommend the company's products or services on a scale from 0 to 10. Respondents are categorized into promoters, passives, and detractors based on their scores. The emphasis on recommendations highlights a customer's overall sentiment and attachment to the brand, reflecting their long-term loyalty and the potential for organic growth through word-of-mouth advocacy. This is why the correct choice focuses on customer loyalty and recommendation likelihood, as these are central to the concept of NPS.

In contrast, customer satisfaction with product features tends to be more focused on specific attributes rather than overall loyalty or advocacy. The speed of service interactions primarily assesses efficiency rather than the emotional or relational aspects that NPS evaluates. Lastly, the frequency of customer complaints provides insight into problems customers might be facing but does not capture their loyalty or willingness to recommend the business to others.