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Forrest Morgeson

Associate Professor of Marketing, Michigan State University

Forrest V. Morgeson III is an associate professor of marketing at Michigan State University's Eli Broad College of Business. He also serves as the co-director of the doctoral program in marketing. Dr. Morgeson teaches marketing management, marketing strategy and marketing research courses to graduate students. Dr. Morgeson’s past position was director of research at the American Customer Satisfaction Index (ACSI), where he managed ACSI’s academic research and team of researchers, advanced statistical modeling and analysis, and the company’s international projects and licensing program.

Dr. Morgeson’s research focuses on customer satisfaction and customer experience measurement and management. His work also explores the marketing-finance interface, the impact of political identity on consumer attitudes and behaviors, and the impact of information technology on customer service delivery (e-commerce and e-government). His highly cited research (4,045 citations on Google Scholar) has been published in the leading journals in marketing, including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of International Business Studies, Journal of the Academy of Marketing Science, Harvard Business Review, 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 administration and management.

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 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 the Wall Street Journal, NBC News, CBS News, CNN, the Washington Post, The Hill and Forbes, among others.


  • –present
    Assistant Professor of Marketing, Michigan State University