Estonian people once again recommend Lux Express the most among companies

A newly completed study by Emor reveals that residents of Estonia rate Lux Express and Rahva Raamat highest among companies and would confidently recommend them to their friends. Following at some distance, with equal scores, are Synlab and SmartPosti, while Meliva ranks fifth.

The NPS (Net Promoter Score) recommendation index study measures how likely people are to recommend various companies, whose services they have recently used, to their friends and acquaintances.

By sector, bookstores and passenger transport companies receive the highest recommendation scores. “The top two companies — Lux Express and Rahva Raamat — have held their leading positions for the fourth consecutive year. This demonstrates consistency in maintaining customer focus and taking customer feedback into account,” said Emor research expert Kaisa Esko.

The NPS study of Estonia’s largest service companies measures recommendation scores based on customers’ real experiences. The survey included 66 companies, each with more than 50 respondents. Emor conducted the study as an online survey between March 3 and March 24, 2026. A total of 2,096 Estonian residents aged 16 to 74 participated.

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