Forrest Morgeson
Email: morgeso3@msu.edu
Interim chairperson
Department: Marketing
Associate Professor
Department: Marketing
Phone: (734) 649-6818
- Biography Forrest V. Morgeson III is Associate Professor in the Department of Marketing, Eli Broad College of Business, Michigan State University. 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 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 (4,430 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.
- Publications ArticleI. Selected Refereed Journal Articles
Chabowski, Brian, Peter Gabrielsson, Hult, G. Tomas M. and Forrest V. Morgeson III (2023). “Sustainable International Business Model Innovations for a Globalizing Circular Economy: A Review and Synthesis, Integrative Framework, and Opportunities for Future Research.” Journal of International Business Studies, In Press.
Keiningham, Timothy, Lerzan Aksoy, Alexander Buoye, An Yan, Forrest V. Morgeson III, Gina Woodall and Bart Lariviere (2023). “Customer Perceptions of Firm Innovativeness and Market Performance: A Nation-Level, Longitudinal, Cross-Industry Examination.” Journal of Service Research, In Press.
Morgeson III, Forrest V., Udit Sharma, Xiaoxu Wu, Anita Pansari, Ayalla Ruvio and G. Tomas M. Hult (2023). “Weathering the Crash: Do Customer-Company Relationships Pay Off During Economic Crises?” Journal of the Academy of Marketing Science, In Press.
Hult, G. Tomas M., Forrest V. Morgeson III, Udit Sharma and Claes Fornell (2022). “Customer Satisfaction and International Business: A Multidisciplinary Review and Avenues for Research.” Journal of International Business Studies, 53, 1695-1733.
Morgeson III, Forrest V., Tomas Hult, Sunil Mithas, Timothy L. Keiningham and Claes Fornell (2020). “Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling – Customer Loyalty Relationship.” Journal of Marketing, 84(5), 79-99.
Whitaker, Jonathan, M.S. Krishnan, Claes Fornell and Forrest V. Morgeson III (2019). “How Does Customer Service Offshoring Impact Customer Satisfaction?” Journal of Computer Information Systems, In Press.
Hult, G. Tomas M., Pratyush Sharma, Forrest V. Morgeson III and Yufei Zhang (2019). “Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases.” Journal of Retailing, 95(1), 10-23.
Hult, G. Tomas M., Forrest V. Morgeson III, Neil A. Morgan, Sunil Mithas and Claes Fornell (2017). “Do Managers Know What Their Customers Think and Why?” Journal of the Academy of Marketing Science, 45(1), 37-54.
Fornell, Claes, Forrest V. Morgeson III and Tomas Hult (2016). “Stock Returns on Customer Satisfaction Do Beat the Market: Gauging the Effect of a Marketing Intangible.” Journal of Marketing, 80(5), 92-107.
Fornell, Claes, Forrest V. Morgeson III and Tomas Hult (2016). “An Abnormally Abnormal Intangible: Stock Returns on Customer Satisfaction.” Journal of Marketing, 80(5), 122- 125.
Lariviere, Bart, Timothy L. Keiningham, Lerzan Aksoy, Atakan Yalcin, Forrest V. Morgeson III and Sunil Mithas, (2016). “Modeling Heterogeneity in The Satisfaction, Loyalty Intention and Shareholder Value Linkage: A Cross-Industry Analysis at the Customer and Firm Level.” Journal of Marketing Research, 53(1), 91-109.
Morgeson III, Forrest V., Tomas Hult and Pratyush Nidhi Sharma (2015). “Cross-National Differences in Consumer Satisfaction: Mobile Services in Emerging and Developed Markets.” Journal of International Marketing, 23(2), 1-24.
Keiningham, Timothy L., Forrest V. Morgeson III, Lerzan Aksoy and Luke Williams (2014)."Service Failure Severity, Customer Satisfaction, and Market Share: An Examination of the Airline Industry." Journal of Service Research, 17(4), 415-431.
Morgeson III, Forrest V., David VanAmburg and Sunil Mithas (2011). “Misplaced Trust? Exploring the Structure of the E-Government-Citizen Trust Relationship.” Journal of Public Administration Research & Theory, 21(2), 257-283.
Morgeson III, Forrest V., Sunil Mithas, Timothy L. Keiningham and Lerzan Aksoy (2011).“An Investigation of the Cross-National Determinants of Customer Satisfaction.” Journal of the Academy of Marketing Science, 39(2), 198-215.
Morgeson III, Forrest V. and Sunil Mithas (2009). “Does E-Government Measure up to E- Business? Comparing End-User Perceptions of U.S. Federal Government and E-Business Websites.” Public Administration Review, 69(4), 740-752.
Fornell, Claes, Sunil Mithas and Forrest V. Morgeson III (2009). “The Statistical Significance of Portfolio Returns.” International Journal of Research in Marketing, 26(2), 162-163.
Fornell, Claes, Sunil Mithas and Forrest V. Morgeson III (2009). “The Economic and Statistical Significance of Stock Returns on Customer Satisfaction.” Marketing Science, 28(5), 820-825.
Fornell, Claes, Sunil Mithas, Forrest V. Morgeson III and M.S. Krishnan (2006). “Customer Satisfaction and Stock Prices: High Returns, Low Risk.” Journal of Marketing, 70(1), 3-14.
II. Selected Books
Fornell, Claes, Forrest V. Morgeson III, G. Tomas M. Hult, and David VanAmburg (2020). The Reign of the Customer: Customer-Centric Approaches to Improving Satisfaction. N.Y., N.Y.: Palgrave MacMillan.
Morgeson III, Forrest V. (2014). Citizen Satisfaction: Improving Government Performance, Efficiency, and Citizen Trust. N.Y., N.Y.: Palgrave MacMillan. - Courses
- MKT 806: Marketing Research Decision Making
- MKT 819: Predictive Analytics
- PIM 862: Customer & Competitor Analysis
- PIM 863: Marketing Systems
- Media Mentions
- ARTICLECitizen Satisfaction With Federal Government Services Jumps Again, ACSI Data Show
November 14, 2023
Outlet: AP News
“Collectively, these two large gains have returned citizen satisfaction to levels not seen since long before the onset of the COVID-19 pandemic,” says Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “The data suggests that citizens are happier with their federal government interactions than at any time since 2018.” - ARTICLEAmazon and Chewy Headline Retailer Satisfaction Going Into the Holidays Amid Spending Priority Shifts, ACSI Data Show
November 2, 2023
Outlet: AP News
With inflation continuing to threaten discretionary spending, 39% of shoppers said they will begin shopping earlier than usual this year. The obvious reason is that they can spread their shopping out to cover their holiday costs. - ARTICLEWhat would a government shutdown mean for me? SNAP, student loans and travel impacts, explained
September 29, 2023
Outlet: AP News
With gridlock persisting in Washington, a government shutdown is looking all but inevitable ahead of this weekend’s deadline.While the Senate pushes forward with bipartisan approach aimed at keeping the government open, the Republican-controlled House has made little progress — most recently with Speaker Kevin McCarthy’s last-ditch plan collapsing Friday. If spending measures aren’t passed by Saturday night, millions of federal employees will be furloughed and many - ARTICLEHow a government shutdown could affect you
September 29, 2023
Outlet: PBS News
With gridlock persisting in Washington, a government shutdown is looking all but inevitable ahead of this weekend’s deadline. - ARTICLEA government shutdown may create a huge mess for you. Here’s how it impacts student loans, federal employee pay, and Social Security
September 27, 2023
Outlet: Fortune - ARTICLEWhat Would a Government Shutdown Mean for Me? SNAP, Student Loans and Travel Impacts, Explained
September 27, 2023
Outlet: U.S. News & World Report
With gridlock persisting in Washington, a government shutdown is looking all but inevitable ahead of this weekend's deadline.While the Senate pushes forward with bipartisan approach aimed at keeping the government open, the Republican-controlled House has made little progress — most recently with Speaker Kevin McCarthy’s last-ditch plan collapsing Friday. If spending measures aren't passed by Saturday night, millions of federal employees will be furloughed a - ARTICLEEarly EV Adopters Forgive Reliability Problems; What About When We All Have One?
August 22, 2023
Outlet: Forbes
You can’t say electric vehicles as a category did poorly in the latest customer satisfaction study from the American Customer Satisfaction Index — after all, the all-EV Tesla brand tied with Lexus, Toyota’s luxury division, as the No. 1 luxury brand. - ARTICLEAT&T Wears the Internet Connectivity Crown in Customer Satisfaction, While Amazon Prime Video and Peacock Surge Among Streamers, ACSI Data Show
June 6, 2023
Outlet: Business Wire
Morgeson was quoted in another press release at Business Wire on customer satisfaction with internet service providers and streaming apps, as measured by ACSI’s Telecommunications Study 2022–2023. That press release was also published in an additional 13 outlets. - ARTICLEInternet users love fiber service—too bad you probably can’t get it
June 6, 2023
Outlet: Ars Technica
An article on the availability of fiber home internet service, quoting Morgeson and the ACSI Telecommunications Study, was published in Ars Technica and another six outlets. - ARTICLEApple Secures Top Spot in Cell Phone Market but Shares Lead Among 5G Phones With Samsung, ACSI Data Show
May 16, 2023
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on overall customer satisfaction with wireless services and cell phone manufacturers, as measured by ACSI’s Wireless Phone Service and Cell Phone Study 2022–2023. The press release was also published or quoted at 13 other outlets. - ARTICLECustomers Give Hotels ‘5 Stars’ as Guest Satisfaction With the Industry Surges, ACSI Data Show
April 18, 2023
Outlet: BusinessWire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on overall customer satisfaction with airlines, hotels, car rentals, and online travel agencies, as measured by ACSI’s Travel Study 2022–2023. The press release was also published or quoted at Thrillist, Hospitality Net and 13 other outlets. - ARTICLEAtmos Energy Leads Energy Utilities in Customer Satisfaction as Overall Industry Remains Stable, ACSI Data Show
March 21, 2023
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on overall customer satisfaction with electricity and natural gas utilities, as measured by ACSI’s Energy Utilities Study 2022–2023. The press release was also published or quoted at 28 other outlets. - ARTICLE4 out of 5 organizations have not increased their customer satisfaction since 2010!
March 20, 2023
Outlet: CustomerThink
Morgeson was a guest on the March 20 episode of the Intuitive Customer podcast to talk about customer satisfaction and what companies can do to increase it. The episode was also available at MyCustomer. - ARTICLE10 Ways to Boost Customer Satisfaction
March 15, 2023
Outlet: American Association for Physician Leadership
An online Harvard Business Review article authored by Hult and Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, titled “10 Ways to Boost Customer Satisfaction,” was also published by the American Association for Physician Leadership. - ARTICLEThe government’s satisfaction index is up, but still not what it should be
February 22, 2023
Outlet: Federal Drive with Tom Temin
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was a guest on the Feb. 22 edition of Federal Drive With Tom Temin to discuss customer satisfaction scores for the federal government and retailers, as measured by recent ACSI studies. - ARTICLEpecialty Retailers Give Online Merchants a Run for Their Money as Mobile Apps and In-Store Pickup Flourish Across the Sector, ACSI Data Show
February 21, 2023
Outlet: Impact
The press release quoting Morgeson on overall customer satisfaction with online retailers, specialty retailers and the retail trade sector, as measured by ACSI’s Retail and Consumer Shipping Study 2022–2023, was published or quoted at eight additional outlets. - ARTICLESpecialty Retailers Give Online Merchants a Run for Their Money as Mobile Apps and In-Store Pickup Flourish Across the Sector, ACSI Data Show
February 11, 2023
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on overall customer satisfaction with online retailers, specialty retailers and the retail trade sector, as measured by ACSI’s Retail and Consumer Shipping Study 2022–2023. The press release was also published at 16 other outlets. - ARTICLECitizen Satisfaction with Federal Government Surges, ACSI Data Show
January 31, 2023
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on improvements in citizen satisfaction with U.S. federal government services after four years of declines, as measured by ACSI’s Federal Government Report 2022. The press release was also published at 16 other outlets. - ARTICLE10 Ways to Boost Customer Satisfaction
January 12, 2023
Outlet: Harvard Business Review
Tomas Hult, professor of marketing, and Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, authored an article in Harvard Business Review discussing 10 ways to boost customer satisfaction, based on the takeaways from an analysis of millions of consumer data points from decades of ACSI research. - ARTICLEAthletic Shoes and Soft Drinks Soar to the Top of the Index, While Clorox and Procter & Gamble Shine Among Personal Care and Cleaning Products, ACSI Data Show
December 13, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customer satisfaction with athletic shoes, soft drinks and other nondurable products, as measured by ACSI’s Nondurable Products Study 2021-2022. The press release was also published at 10 other outlets. - ARTICLEAthletic Shoes and Soft Drinks Soar to the Top of the Index, While Clorox and Procter & Gamble Shine Among Personal Care and Cleaning Products, ACSI Data Show
December 13, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customer satisfaction with athletic shoes, soft drinks and other nondurable products, as measured by ACSI’s Nondurable Products Study 2021-2022. The press release was also published at 10 other outlets. - ARTICLEHow to tell if you’re being ‘quietly fired’
December 7, 2022
Outlet: Telegraph
Research on quiet firing published in the Harvard Business Review by Ayalla Ruvio, associate professor of marketing, and Forrest Morgeson, assistant professor of marketing, was quoted in an article published at the Telegraph and four other outlets. - ARTICLERetailers May See More Red After Black Friday as Consumers Say They Plan to Pull Back on Spending
November 28, 2022
Outlet: Greater Diversity News
Articles quoting from the Conversation article by Ruvio and Forrest Morgeson, assistant professor of marketing, predicting consumer spending on Black Friday were published at Greater Diversity News and six other outlets. - ARTICLE‘I’m using cookies to spread the joy’: These financial professionals are using tricks to cut down on their holiday spending
November 23, 2022
Outlet: MarketWatch
Ruvio and Morgeson’s study was also cited in an article at MarketWatch and nine other outlets. - ARTICLEAsk the Experts: How will inflation impact holiday shopping?
November 22, 2022
Outlet: MSUToday
The Conversation article by Ayalla Ruvio, associate professor of marketing, and Forrest Morgeson, assistant professor of marketing, predicting that consumers would pull back on Black Friday spending was also published in MSUToday and 39 other online, radio and TV outlets. - ARTICLEhttps://theconversation.com/retailers-may-see-more-red-after-black-friday-as-consumers-say-they-plan-to-pull-back-on-spending-acting-as-if-the-us-were-already-in-a-recession-194978
November 21, 2022
Outlet: The Conversation
Ayalla Ruvio, associate professor of marketing, and Forrest Morgeson, assistant professor of marketing, authored an article in the Conversation about their research on consumers’ spending plans over this year’s holiday shopping season; they show that consumers are behaving as if the U.S. economy is already in a recession. The article was published earlier today and has already been picked up by several outlets. - ARTICLECapital One and Fidelity Distinguish Themselves Among Financial Services, as Disappointment With Credit Unions Continues, ACSI Data Show
November 15, 2022
Outlet: Business Wire
Morgeson, who is also director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customers’ decline in satisfaction with credit unions, as measured by ACSI’s Finance Study 2021-2022. The press release was also published or quoted at 18 other outlets. - ARTICLEHotel customer experience: Service cuts make for VERY unhappy customers
September 28, 2022
Outlet: Future of Customer Engagement and Experience
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in an article on customer satisfaction in the hotel industry at the Future of Customer Engagement and Experience. - ARTICLETelevision Industry Debuts at the Top of the Index, While LG Scores ‘Best in Class’ Among Appliances, ACSI Data Show
September 20, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customer satisfaction with TVs, laptops, tablets and appliances, as measured by ACSI’s Household Appliance and Electronics Study 2021-2022. The press release was also published at 16 other outlets. - ARTICLEAutomakers have thrown the industry into reverse when it comes to consumer satisfaction, a study suggests
September 19, 2022
Outlet: Consumer Affairs
Morgeson also spoke to Consumer Affairs on ACSI’s recent surveys on customer satisfaction with automobiles, travel and cell phones. All three articles were also published at Robins Post (autos, travel, cell phones); the article on the Travel Study was also published at Harlem World magazine. - ARTICLELexus Is the ‘Class’ of Luxury, Yet Strong Moves From Acura and Infiniti Make It a Race, ACSI Data Show
August 23, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on an overall decline in customer satisfaction with automobiles and a sharp decline in satisfaction with luxury brands, as measured by ACSI’s Automobile Study 2021-2022. The press release was also published or quoted at the American International Automobile Dealers Association and 25 other outlets. - ARTICLEBad customer experience: Why CX is getting worse and how brands can reverse the trend
July 26, 2022
Outlet: Future of Customer Engagement and Experience
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in several press releases and articles about new studies released by ACSI: on customer experience at the Future of Customer Engagement and Experience; on customer satisfaction among social media, online news and opinion sites at Business Wire and 21 other outlets; and on demand for steak and ACSI’s restaurant study at CNN Business and four other outlets. - ARTICLEChick-fil-A Rules Restaurants for 8th Straight Year Despite Slipping Satisfaction for Fast Food Chains Overall, ACSI Data Show
June 28, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customers’ preference for full-service over fast food restaurants, as measured by ACSI’s Restaurant Study 2021-2022. The press release was also published or quoted at 120 other outlets. - ARTICLEMicrosoft Store Tops Telecom Companies in Customer Satisfaction, While Verizon Fios Vaults Up Leaderboard in Video on Demand, ACSI Data Show
June 7, 2022
Outlet: Business wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted in a press release at Business Wire on customer satisfaction with video streaming services, as measured by ACSI’s Telecommunications Study 2021-2022. The press release was also published at Yahoo! Finance 12 other outlets. - ARTICLEConsumer Cellular Leads Customer Satisfaction Among Wireless Carriers, as Apple Benefits from Samsung’s Stumble in the Cell Phone Market, ACSI Data Show
May 17, 2022
Outlet: Business Wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, explained a 1.4% decline in customer satisfaction for wireless phone service in a press release at Business Wire. The press release was also published at 17 other outlets. - ARTICLECustomer Satisfaction with Hotels Continues Free Fall, While Online Travel Agencies Bounce Back Slightly, ACSI Data Show
April 26, 2022
Outlet: Business wire
Forrest Morgeson, assistant professor of marketing and director of research emeritus at the American Customer Satisfaction Index, was quoted on customer satisfaction data from the recently released ACSI Travel Study 2021–2022, which showed that customers’ expectations aren’t being met as they begin to travel for the first time since the pandemic began. The release was published at AP News and 20 other outlets. Morgeson’s comments were also cited in an article at the Atlanta Journal-Co - ARTICLECitizen Satisfaction with Federal Government Services Drops to All-Time Low, ACSI Data Show
January 25, 2022
Outlet: Business Wire
The article was also published in 3 other outlets. - ARTICLECitizen Satisfaction with Federal Government Services Hits Lowest Point Since 2015, ACSI Data Show
February 9, 2021
Outlet: Yahoo! Finance
The article was also published in 20 other outlets. - ARTICLELearning to Love Your Complaining Customers
June 26, 2020
Outlet: American Marketing Association - ARTICLEAs the economy recovers, Republicans and Democrats will play different roles
June 7, 2020
Outlet: The Hill - AUDIOForrest Morgeson Discussing What To Do With Complaining Customers
June 19, 2018
Outlet: globalEDGE Business Beat - AUDIOCustomer Satisfaction And The 2018 Tax Plan Of The United States
January 5, 2018
Outlet: globalEDGE Business Beat
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