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Professors Study Search Engine Satisfaction

Americans were more satisfied with search engines, portals and news sites in the second quarter than they were a year earlier, according to research conducted by the University of Michigan. Search engines led the pack in customer satisfaction, with Google Inc. scoring 82 out of 100 on the American Customer Satisfaction Index, a national economic indicator of customer evaluations of the quality of products and services, which is updated quarterly. The difference of just a few points matters. By examining 10 years of ACSI data, University of Iowa professors THOMAS GRUCA and LOPO REGO found that a one-point increase in a firm's customer-satisfaction score resulted in an increase of more than seven percent in a firm's future net cash flow from operations -- an average of $40 million for companies studied -- and a four percent decrease in variability. They published their findings last year in MSI Reports, a publication of Marketing Science Institute, a not-for-profit organization of marketing organizations.

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