Methodology

The assessment of customer satisfaction and loyalty using the ACSI (American Customer Satisfaction Index) is based on an econometric model that links satisfaction assessment, the match of service expectations and the actual performance of the company, and a comparative evaluation of the company's position in the competitive environment into a single loyalty index indicator.

The method was developed in 1994 by the National Quality Research Center (NQRC) in the USA based on the SCSB model. The model is particularly popular in the American market, where it has been adopted as a national standard. The model is also adopted at the national level in India, Singapore, the UAE, South Africa, and countries in Latin America.

The ACSI customer loyalty assessment methodology includes three steps:

1. Direct measurement of the ACSI index

Consumers are asked to answer three questions, rating on a scale from 1 to 10:

The ACSI index is calculated as the weighted average of the average ratings for the above components:

ACSI=(Satisfaction+Meeting Expectations+Comparison with Competitors−3)/27×100

2. Qualitative diagnostics

To formulate recommendations for improving the company's service operations, research participants are asked: "If you could change one thing in the company's operations, what would you do?"

Answers to this question allow companies to identify the most important factors affecting the formation of consumer loyalty.

3. Evaluating interaction points helps the company understand the weaknesses and strengths of its service and formulate recommendations for improving its operational work.

For this purpose, research participants are asked to assess their satisfaction with individual elements of the company's service.

Contact Information

Office Address: B2B Research
Rue de Montbrillant 26, 1201, Geneve, Suisse

Email: [email protected]