In January, Malaysia officially joined the group of countries using the ACSI methodology to create a national index of customer satisfaction. Dr. Forrest Morgeson of ACSI traveled to Kuala Lumpur in late January and early February to work with the Malaysian Productivity Corporation, the group in Malaysia that has licensed the ACSI. Inaugural results for the Malaysian Index are planned for release later this year.
In addition to Malaysia, ACSI-sponsored projects are ongoing in Barbados, Colombia, Dominican Republic, Malaysia, Mexico, Singapore, South Korea, Sweden, Turkey, and the United Kingdom.
The new study, titled “An Investigation of the Cross-National Determinants of Customer Satisfaction” and forthcoming in Journal of the Academy of Marketing Science, examines a very large sample of customer satisfaction data across 19 nations to determine which factors are most responsible for differences in satisfaction scores across countries. The findings, detailed in the article, should prove useful to market researchers, academic researchers, and those generally interested in how competitiveness impacts economic success in the global economy.
Study abstract: “Many multinational corporations have implemented cross-national satisfaction measurement programs for tracking and benchmarking the satisfaction of their customers across their various markets. These companies measure satisfaction with the goal of maximizing customer loyalty and the financial benefits associated with loyalty. However, existing research comparing consumer satisfaction across nations is limited, with the few existing studies examining only a small number of countries or predictors of satisfaction, or a small group of consumers within a particular economic sector. To expand our knowledge of the determinants of cross-national variation in customer satisfaction, we study three sets of factors: cultural, socioeconomic and political-economic. We utilize a unique sample of cross-industry satisfaction data from 19 nations, including nearly 257,000 interviews of consumers. Consistent with our hypotheses, we find that culture does impact satisfaction. We also find a negative relationship between per capita gross domestic product and satisfaction, but a positive relationship between satisfaction and literacy rate, trade freedom, and business freedom. We discuss the implications of these findings for policymakers, multinational corporations, and researchers.”
See the “Online First” version of the article here (via SpringerLink): An Investigation of the Cross-National Determinants of Customer Satisfaction