Customer Satisfaction Up Thanks To Lower Prices, Not Increased Quality

The first quarter results for the much-watched American Customer Satisfaction Index were released today. While satisfaction us up .40% from last quarter, a high, it belies a sluggishness in product and service quality. Instead, the ACSI finds the increased satisfaction is due to lower prices. Professor Claes Fornell writes:

But if the increase in quality is minor and ACSI growth is driven mostly by lower prices, or an absence of price increases, satisfaction becomes vulnerable to more volatility because prices change much quicker than quality…. Pricing power depends on upward shifting demand curves. But an upward shift is unlikely unless there is shrinking supply or higher levels of buyer satisfaction. There are no signs of the former in most industries, so the latter becomes more critical.

Good product quality and customer service and starting to look like a savvy business decision yet? — BEN POPKEN

ACSI Quarter Commentaries Q1 2007 [ACSI]
ACSI Quarterly Scores [ACSI]
Most And Least Improved Companies In Customer Satisfaction Since 1994
Customer Satisfaction Winners And Losers

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  1. quantum-shaman says:

    When you’re awash in a sea of crap products and crap service, how could one possibly get more satisfaction unless the price for the aforementioned crap actually goes down? The only reason Home Depot’s score went up is that it’s hard to go down when you’re already at the bottom. This used to be a great store, before John Hechinger ran his company right into the ground. All those ex-Hechinger employees must have moved on to Home Depot.

  2. mac-phisto says:

    When you’re awash in a sea of crap products and crap service, how could one possibly get more satisfaction…

    oh, i’d be pretty happy if the crap lasted longer so i wouldn’t have to put up with the crap service as often, thereby increasing my overall satisfaction with said product.