America’s Cat and Dog Owners Love Their Pet Food Brand
The love U.S. pet owners feel toward their cats and dog extends to the food they buy for their four-footed family members. Pet food is awarded one of the highest scores for customer satisfaction as measured by the American Customer Satisfaction Index (ACSI). In the most recent rankings, pet food is ranked third highest of all consumer segments tracked by the ACSI with a score of 83 out of 100.
Scores are calculated based upon surveys of roughly 70,000 American consumers. Data from those surveys are put into an econometric model developed by the University of Michigan’s Ross School of Business. Each industry’s score is determined based upon the correlation between factors that determine satisfaction (e.g., customer expectations, perceived quality, and perceived value) and indications of satisfaction level (e.g., customer complaints, customer loyalty, and price tolerance).
The ACSI calculates a customer satisfaction score for 47 distinct industries spread across 10 economic sectors. Scores are update annually, with new numbers released for a selection of consumer products and services industries on a monthly basis. Only three industries have a higher score than pet food: Automobiles and Light Vehicles (score of 84), Soft Drinks (score of 84), and Television and Video Players/Recorders (score of 86). The average ACSI for all industries is 76.3.
The ACSI was founded under a partnership between the University of Michigan’s Ross School of Business, the American Society for Quality and the CFI Group. The ACSI has been tracking customer satisfaction since 1994. For more information on the American Customer Satisfaction Index, visit www.theacsi.org.