The American Customer Satisfaction Index (ACSI): A Sample Dataset and Description

Published: 10 March 2023| Version 2 | DOI: 10.17632/64xkbj2ry5.2
Tomas Hult, Forrest Morgeson


This dataset provides a sample of survey data collected by the American Customer Satisfaction Index (ACSI). Using online sampling and stratified interviewing techniques of actual customers of predominantly large market-share (“large cap”) companies, the ACSI annually collects data from some 400,000 consumers residing across the United States for more than 400 companies within about 50 consumer industries. For this data depository, consumers’ perceptions of their experiences with individual companies included within four consumer industries as defined and measured by ACSI – processed food, commercial airlines, Internet service providers, and commercial banks – are included in the dataset. The overall sample size is n=8239 consumer responses for this sample ACSI dataset. These industries were chosen to represent and illustrate a cross-section of data from differentiated sectors, not because they are representative of the larger economy or larger ACSI dataset per se.


Steps to reproduce

This ACSI dataset is accompanied by an article in Data in Brief (an Elsevier journal). The data gathering process including all relevant details are included in that article. The authors of the article are Forrest V. Morgeson III, G. Tomas M. Hult, Udit Sharma, and Claes Fornell.


Michigan State University


Business, Marketing, Consumer Behavior