Tomas Hult speaks with Forrest Morgeson, Research Director of the American Customer Satisfaction Index (ACSI). ACSI data has been used extensively for more than two decades by researchers and companies interested in studying the dynamics of customer satisfaction.

Tomas Hult and Forrest Morgeson discuss a recent international study on customer satisfaction. As businesses move into international markets, they often do so with a “one size fits all” customer satisfaction strategy. But factors as basic as how consumers prioritize pricing and quality can differ sharply across cultures and economic systems, according to their research in the Journal of International Marketing. Success will depend in part on understanding these perceptions across cultures regarding customer satisfaction and which is more essential, quality or cost.