6.1 American Customer Satisfaction Index
Before we proceed with the analysis, it is important to understand what ACSI is and how it is calculated. I strongly recommend reading this brief description on their website. Marketing academicians, including yours truly33, have extensively used ACSI in their research.
Even though it is very popular, ACSI has many drawbacks. One major drawback is that for any given brand it is reported only once a year. However, customer satisfaction may change a lot even from month to month. As Twitter data is easily available, perhaps companies can use it instead of ACSI.