Proposta de implementação do net promoter score estudo de caso do Mercadão

  • Bruna da Piedade Castelão (Student)

Student thesis: Master's Thesis


This report describes the way the trainee worked on the challenge proposed by Mercadão, which was based on the following questions “What is the importance of implementing the Net Promoter Score at Mercadão?” and “How should the Net Promoter Score be implemented?”. The main objective of this case study consisted, firstly, in analyzing the company as a whole and, subsequently, in presenting the proposal of implementing the NPS, together with the due theoretical and practical background, based on previous researches and on a study carried out with companies that currently use this metric. The Net Promoter Score was created by Reichheld in 2003 and many companies use it nowadays in order to calculate the level of loyalty of their customers. The development of a survey with the calculation of this score, together with additional questions that complement it, has proven to be a very relevant tool to make some improvements in the service provided and, consequently, in the customer experience. The concept of loyalty has already been studied by many researchers who have shown that it is crucial for retaining customers and creating good relationships with them, which may lead to a significant competitive advantage.
Date of Award11 Jul 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Lencastre (Supervisor)


  • Loyalty
  • Net promoter score
  • NPS
  • Customer satisfaction
  • Customer relationship and customer experience


  • Mestrado em Marketing

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