Mobility

Detroit Responds: Customer Satisfaction Matches Asian Competitors

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Executive Summary

Taxpayers are getting a first hint of potential returns on their investment in the American auto industry: Detroit automakers are doing a much better job of satisfying their customers, according to the University of Michigan's American Customer Satisfaction Index. After trailing the competition for a long time, domestic automakers posted a large gain in customer satisfaction. Rising contentment with the automobile industry spurred the increase in the overall ACSI, particularly among the American brands, which now equal Asian vehicles for the first time in a decade, says Claes Fornell, a marketing professor at the Ross School of Business and director of the National Quality Research Center.

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