E-Commerce Customer Satisfaction Rebounds
Customer satisfaction in the e-commerce category saw a comeback in 2009, a year after suffering its first decline since 2004, according to a recent report issued by the American Customer Satisfaction Index.
The annual ACSI e-commerce report, released by the University of Michigan’s Ross School of Business with e-commerce partner ForeSee Results, measures customer satisfaction with online retail, online brokerage and online travel companies.
The e-commerce sector gained 1.8 percent to 81.4 on ACSI’s 100-point scale, nearly matching its all-time high of 81.6 set in 2007.
The increase in the overall e-commerce sector was driven by the rebounding online brokerage industry, according to the report, which surged 5 percent to 78 following a 6 percent drop in 2008 amid a crashing stock market. But e-retail (up 1 percent to 83) and internet travel (up 3 percent to 77) also improved year over year.
As for online brokerages, Fidelity, despite a small drop in score, continues to lead the sector (down 1 percent to 79) along with Charles Schwab (up 1 percent to 79). The overall uptick in the industry is largely attributable to huge gains by E*TRADE (up 7 percent to 74) and TD AMERITRADE (up 7 percent to 76).
E-retail is the only industry in the e-commerce sector to score above 80, which is considered the threshold for excellence by the index. Netflix (up 2 percent to 87) leads the index for the first time, followed closely by Newegg (down 2 percent to 86) and Amazon.com (stable at 86).
As for online travel, customer satisfaction with this segment increased for the first time in five years, matching its all-time high of 77, according to the report. Expedia (up 3 percent to 79) remains the top scorer in the sector. Of the companies rated, Priceline.com experienced the biggest gain, increasing 7 percent to 76.