Bloomberg interviewed Claes Fornell, marketing professor and head of the university's National Quality Research Center. "The satisfaction of customers is pretty much a leading indicator as to whether customers will come back and buy more," Fornell said. "Apple looks good. Dell is facing challenges. If I were a Dell shareholder, I'd look at the results." Dell Chairman Michael Dell told analysts last week internal surveys showed customer satisfaction "improved" in the past quarter even as PC shipments rose and the number of consumers being served increased. While a Dell spokesperson said the company over the past year has hired additional service staff, offered more training and opened four customer- service centers around the world, he said. "Though he didn't participate in the survey, Fornell said his wife, a Dell customer, has waited on hold for an hour at a time to get the help she was promised under a paid technical support program. Fornell said he'll probably consider Apple when buying his next PC.