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Broad College of Business
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Forrest Morgeson

Email: morgeso3@msu.edu
Fixed-Term Faculty
Department: Marketing
Office:
 North Business Building
632 Bogue St Rm N370
East Lansing, MI 48824
Phone: (734) 649-6818
Curriculum Vitae
  • Biography
    Forrest V. Morgeson III is Director of Research at the American Customer Satisfaction Index (ACSI) in Ann Arbor, Michigan. Founded in 1994 at the University of Michigan’s Stephen M. Ross School of Business, the ACSI is a world-leading model and methodology for cross-industry customer satisfaction measurement and management. As Director of Research, Dr. Morgeson is responsible for managing ACSI’s academic research and team of researchers, advanced statistical modeling and analysis, and managing the company’s international projects and licensee program (Global CSITM). Dr. Morgeson also holds the position of Assistant Professor in the Department of Marketing at Michigan State University (eff. 08-2020), where he teaches marketing research methods and marketing management courses to graduate and MBA students.  

    Dr. Morgeson’s research focuses on customer satisfaction, customer experience measurement and management, and cross-cultural and international marketing. His work also explores the relationship between marketing and firm financial performance, and the impact of information technology on customer service delivery (e-government and e-commerce). His highly-cited research (2460 citations) has been published in the leading journals in marketing, including Journal of Marketing (three papers), Journal of Marketing Research, Marketing Science, Journal of Service Research, Journal of the Academy of Marketing Science (two papers), Journal of Retailing, and the International Journal of Research in Marketing.. Dr. Morgeson's first book, Citizen Satisfaction: Improving Government Performance, Efficiency, and Citizen Trust (Palgrave Macmillan), was released in 2014, and he is currently completing a second book on the evolution of consumer experiences over the past 25 years. In addition, over the past 20 years Dr. Morgeson has served as an expert consultant with dozens of corporations and government agencies on consumer and citizen satisfaction topics and has delivered lectures and presentations in about 50 countries around the world. Morgeson is regularly quoted and featured in print and radio media, including NBC News, CBS News, CNN, the Washington Post, The Hill, and Forbes, among many others.

Related News:

Faculty stories, Research
Low unemployment may soon turn happy customers into angry voters, a pair of Broad College experts warn  
The warning was published recently in the Hill, an influential Washington, D.C. newspaper focused on national politics