ACSI Brand Quality

What it measures

Measures a customer's evaluation of a brand's overall quality and reliability based on recent consumption experience. Part of the American Customer Satisfaction Index (ACSI), the only national cross-industry measure of customer satisfaction in the US. Items ask about overall quality relative to personal requirements and frequency of problems. Each item uses a bipolar response format. Note that cross-loadings with the ACSI satisfaction scale (ID 849) are high (.904–.969), reflecting the theoretical closeness of quality and satisfaction in the ACSI model. Note: companion scale ID 751 measures pre-experience quality expectations; this scale measures post-experience quality perceptions.

Response format

10-point bipolar semantic differential

Scale items

• First, please consider all your experiences with _____. How would you rate the overall quality of _____? (not very high / very high)
• Now, thinking about your personal requirements from _____, please tell me how well _____ has actually met your requirements? (not very well / very well)
• How often do things go wrong with _____? (very often / not very often)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Part of the ACSI measurement battery. Alpha = .975; AVE = .952 (Hult et al. 2017). Cross-loadings with satisfaction items were very high (.904–.969), reflecting the theoretical overlap between quality and satisfaction in the ACSI model. Participants are asked about a specific brand. Higher scores indicate higher perceived quality. Marketing application: Hult, T.M., Morgeson, F.V., Morgan, N.A., Mithas, S., & Fornell, C. (2017), Journal of the Academy of Marketing Science, 45(1), 37–43. Companion pre-experience expectations scale: ID 751.

Recommended companion scales

Citation

Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E. (1996). The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60(October), 7–18.

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