So sánh phương pháp

	Chỉ số Hài lòng Khách hàng Hoa Kỳ (ACSI)	Thang đo Giá trị Thương hiệu
Lĩnh vực	Quản trị tiếp thị	Quản trị tiếp thị
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1996	1991
Người khởi xướng	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee
Loại	Structural equation model for satisfaction and loyalty	Multi-dimensional brand equity scale
Công trình gốc	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.	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851
Tên gọi khác	ACSI, National Customer Satisfaction Index	Customer-Based Brand Equity, Brand Perception Scale
Liên quan	4	3
Tóm tắt	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.	The Brand Equity Scale (BES) measures customer-based brand equity through perceived quality, brand loyalty, brand associations, and brand awareness. Developed by Yoo, Donthu, and Lee (2000), building on Aaker's foundational brand equity framework (1991), the BES operationalizes brand equity as the differential effect of brand knowledge on consumer response to marketing activities. The scale enables organizations to quantify the value customers attach to their brand and diagnose which equity dimensions require strategic investment.