Applying Net Promoter Score (NPS) in Political Marketing to Predict Recommending a Town Mayor for Reelection: An Exploratory Study

Abstract

This exploratory study examines how voters perceive different aspects of the mayor's performance and how these evaluations shape their likelihood to recommend the mayor for reelection, using the Net Promoter Score (NPS) as the primary metric. It further identifies the key factors that influence voters' likelihood to recommend the mayor for reelection. Drawing on 315 survey responses, the findings reveal widespread voter dissatisfaction with city services, which appears to negatively affect perceptions of the mayor, as reflected in low recommendation rates and a negative NPS. In addition, the study identifies the most influential drivers of reelection recommendations among the overall sample as well as across demographic subgroups. These findings offer strategic insights with significant implications for the mayoral administration and for the broader field of political marketing.