Forrest Morgeson
Associate Professor
Forrest Morgeson teaches marketing management, marketing strategy, and marketing research courses to graduate students.
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Forrest V. Morgeson III is Associate Professor in the Department of Marketing, Eli Broad College of Business, Michigan State University. He also serves as the Co-Director of the Doctoral Program in Marketing. Dr. Morgeson teaches marketing management, marketing strategy, and marketing research courses to graduate students. Dr. Morgeson’s past position was Director of Research at the American Customer Satisfaction Index (ACSI), where he managed ACSI’s academic research and team of researchers, advanced
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statistical modeling and analysis, and the company’s international projects and licensing program.
Dr. Morgeson’s research focuses on customer satisfaction and customer experience measurement and management. His work also explores the marketing-finance interface, the impact of political identity on consumer attitudes and behaviors, and the impact of information technology on customer service delivery (e-commerce and e-government). His highly cited research (4,045 citations on Google Scholar) has been published in the leading journals in marketing, including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of International Business Studies, Journal of the Academy of Marketing Science, Harvard Business Review, Journal of Retailing, Journal of Service Research, International Journal of Research in Marketing, and Journal of International Marketing, along with several publications in the leading journals in public administration and management. Dr. Morgeson has recently published two books: Citizen Satisfaction: Improving Government Performance, Efficiency, and Citizen Trust (Palgrave Macmillan, 2014), and The Reign of the Customer: Customer-Centric Approaches to Improving Satisfaction (Palgrave Macmillan, 2020). In addition, over the past 20 years Dr. Morgeson has served as a consultant to dozens of corporations and government agencies on consumer and citizen satisfaction topics and has delivered lectures and presentations in more than 50 countries around the world. Morgeson is regularly quoted and featured in print and radio media, including the Wall Street Journal, NBC News, CBS News, CNN, the Washington Post, The Hill, and Forbes, among others.
Education
University of Pittsburgh: Ph.D., | 2005
Western Michigan University: B.A., | 1996
Selected Press
Customers Give Hotels ‘5 Stars’ as Guest Satisfaction With the Industry Surges, ACSI Data Show
BusinessWire | 2023-04-18
“After two years of decline, a sweeping surge in guest satisfaction with hotels could signal that the industry is moving past the pandemic,” says Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Concurrent with a wave of pent-up demand, the positive momentum is widespread as all hoteliers increase satisfaction year over year.”
Atmos Energy Leads Energy Utilities in Customer Satisfaction as Overall Industry Remains Stable, ACSI Data Show
Business Wire | 2023-03-21
“When customers go without power for extended periods of time, maintaining high levels of customer satisfaction becomes a challenge,” said Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “All things considered, the 2023 results suggest energy utilities are continuing to provide relatively high levels of customer service.”
4 out of 5 organizations have not increased their customer satisfaction since 2010!
CustomerThink | 2023-03-20
We asked Forrest Morgeson, assistant professor of marketing at the Broad College of Business at Michigan State University and the director of research at the Customer Satisfaction Institute at Michigan, to discuss it with us on the podcast. His research focuses on customer satisfaction, customer experience, measurement, and management. So, I wanted to share his insight here with you, too.
10 Ways to Boost Customer Satisfaction
American Association for Physician Leadership | 2023-03-15
Despite all the effort and money poured into CX tools by companies, customer satisfaction continues to decline. In the United States, it is now at its lowest level in nearly two decades, per data from the American Customer Satisfaction Index (ACSI). Consumer sentiment is also at its lowest in more than two decades. This negative dynamic in the customer-centric ecosystem in which we now live creates the challenge of figuring out what is going wrong and what companies can do to fix it.
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