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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 Assistant Professor in the Department of Marketing, Broad College of Business, Michigan State University. Dr. Morgeson teaches marketing research methods and marketing management courses to graduate and MBA students. Dr. Morgeson’s past position was Director of Research at the American Customer Satisfaction Index (ACSI) in Ann Arbor, Michigan. Founded in 1994 at the University of Michigan, the ACSI is a world-leading methodology for cross-industry customer satisfaction measurement. As Director of Research, Dr. Morgeson managed ACSI’s academic research and team of researchers, advanced statistical modeling and analysis, and the company’s international projects and licensing program (Global CSI).

    Dr. Morgeson’s research focuses on customer satisfaction and customer experience measurement and management. His work has also explored cross-cultural and international marketing, 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 (2431 citations) has been published in the leading journals in marketing, including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, and the International Journal of Research in Marketing, along with several publications in the leading journals in public management and administration. Dr. Morgeson has 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 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. 

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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