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Forrest Morgeson

Assistant Professor
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 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.

  • Publications
    Article
    I. Selected Refereed Journal Articles
    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

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