เปรียบเทียบวิธี

	ดัชนีความพึงพอใจของลูกค้าอเมริกัน (ACSI)	มาตรวัดคุณภาพการบริการ SERVQUAL
สาขาวิชา	การจัดการการตลาด	การจัดการการตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1996	1988
ผู้ริเริ่ม	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant	A. Parasuraman, Valerie A. Zeithaml, Leonard L. Berry
ประเภท	Structural equation model for satisfaction and loyalty	Multi-dimensional service quality scale
แหล่งต้นตำรับ	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(4), 7-18.	Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
ชื่อเรียกอื่น	ACSI, National Customer Satisfaction Index	Service Quality Instrument, Gap Model
ที่เกี่ยวข้อง	4	4
สรุป	The American Customer Satisfaction Index (ACSI), developed by Fornell and colleagues in 1996, is a structural equation modeling-based approach to measuring and predicting customer satisfaction across industries and over time. ACSI assesses customer expectations, perceived value, perceived quality, complaints, and loyalty in a unified framework. Since 1994, ACSI data has been collected quarterly on thousands of customers across diverse U.S. industries, making it a key economic indicator and benchmark for organizational performance.	SERVQUAL is a 22-item, multi-dimensional scale developed by Parasuraman, Zeithaml, and Berry in 1988 to measure consumer perceptions of service quality. It captures the gap between customer expectations and actual service performance across five core dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The instrument has become the most widely used tool for service quality assessment in marketing research and practice.