chapter 6 - Malaysia Productivity Corporation ( MPC)

Application of National Customer Satisfaction Index
There are two primary applications for the data derived from the ACSI project as described above. First
is corporate application where companies use company level data to improve their own processes,
products or services to improve their financial performance. Second is macro economic application
where both sectoral and national-level satisfaction data are used to improve national and international
economic competitiveness.
Regarding the corporate applications, ACSI researchers have worked with hundreds of companies on
strategies for improving customer satisfaction based on their results. Indeed, the ACSI model is designed
to help market researchers isolate those factors most essential for improving customer satisfaction.
Satisfaction measurement is driven by the belief that it helps companies to improve customer loyalty.
Customer satisfaction has a measurable impact on purchase intentions, customer retention and positive
word-of-mouth and through this satisfaction, has shown to have positive impacts towards equity prices
and valuation ratios. In sum, research into customer satisfaction strongly supports the position that
satisfaction impacts consumer intentions and business outcomes typically associated with customer
loyalty, including financial performance.
For the macro economic applications, academic research had shown that customer satisfaction as
measured by ACSI and specifically, changes in the aggregate ACSI score can predict macro economies.
There is a positive relationship between aggregate ACSI data (i.e. the National ACSI score discussed
below) and various macroeconomic indicators, including growth in gross domestic product (GDP),
personal consumption expenditure (PCE) and stock market.
Annualised, Seasonally Adjusted Rate of Growth
Aggreggate ACSI Data and Consumer Spending
8%
6%
4%
2%
0%
-2%
-4%
-6%
222 Productivity Report 2011/2012
% Quarterly Change in Consumer Spending
% Quarterly Change in ACSI (lagged)
7%
6%
5%
4%
3%
2%
1%
0%
-1%
-2%
-3%
-4%
-5%
-6%
-7%
-8%