Forrest Morgeson
Email: morgeso3@msu.edu
Assistant Professor
Department: Marketing
Phone: (734) 649-6818
- Biography Forrest V. Morgeson III is Assistant Professor in the Department of Marketing, Eli Broad College of Business, Michigan State University. Dr. Morgeson teaches marketing research 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. 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 CSITM).
Dr. Morgeson’s research focuses on customer satisfaction and customer experience measurement and management. His work also explores the impact of political identity on consumer attitudes and behaviors, cross-cultural and international marketing, the marketing-finance interface, and the impact of information technology on customer service delivery (e-commerce and e-government). 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, International Journal of Research in Marketing, and Journal of International Marketing, along with several publications in the leading journals in public 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 NBC News, CBS News, CNN, the Washington Post, The Hill, and Forbes, among others.
- Publications ArticleI. 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
- Media Mentions
- 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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