THE IMPACT OF EXTRANAL FACTORS ON MEASURING EMPLOYEE LOYALTY USING THE EMPLOYEE NET PROMOTER SCORE METHOD

Abstract

The article examines the impact of external factors (such as war, the absence of basic utility services, nighttime terrorist attacks, etc.) on the results of measuring employee loyalty in organizations using the Employee Net Promoter Score (eNPS) method, as well as the tools and measures that can explain existing deviations and improve the accuracy of the obtained results. The relevance of the research topic is determined by the current economic and demographic situation in Ukraine, which is assessed by most representatives of the real sector of the economy as a “resource crisis.” Particular attention is drawn to the negative situation in the Ukrainian labor market, which intensified in September 2025 following the decision to allow men under the age of 22 to travel abroad. The search for new employees and the retention of existing staff constitute one of the greatest challenges for businesses, requiring organizations to understand the actual level of employee loyalty, implement new instruments and practices to enhance employee loyalty, and manage this loyalty effectively. The purpose of this article is to investigate the eNPS method under wartime conditions and the influence of numerous non-standard external phenomena affecting employees, which, in turn, may influence the results of measuring organizational employee loyalty and consequently provide inaccurate information to organizational leaders. Thus, another objective of this article is to provide practical recommendations for validating the results obtained using the eNPS method. The methodological basis of the study includes methods of analysis and synthesis, induction and deduction, systematization and generalization methods, as well as a survey method. The scientific results obtained consist in deepening the theoretical foundations regarding the influence of external factors on the accuracy of results obtained through the eNPS method. Instrument for verifying the obtained results is proposed. Based on a survey of 40 respondents, the hypothesis that external factors can significantly affect the accuracy of results obtained through the eNPS method regarding the level of employee loyalty in an organization has been confirmed. Prospects for further research include an in-depth analysis of the impact of external factors on the results of measuring employee loyalty in organizations using the eNPS method, as well as other survey-based methods; the development of methodological recommendations for organizations regarding the use of the eNPS method under wartime conditions and a complex resource crisis; and the analysis and verification of employee loyalty measurement results.