Online Customer Satisfaction for E-commerce Firms Drops
Customer satisfaction in the e-commerce category fell for the first time in three years in the fourth quarter of 2008, according to a recent report issued by the American Customer Satisfaction Index.
The annual ACSI e-commerce report, released earlier this week 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.
The online financial services industry plummeted 6.3 percent to 74 on the ACSI’s 100-point scale. Each of the measured online brokerage firms also dropped in customer satisfaction, according to the report. TD Ameritrade suffered the biggest decrease of all companies in the industry, dropping 11 percent to a score of 71. This is the second largest decline of the more than 200 companies measured by the ACSI in 2008, online or offline.
After a three-year upward run in customer satisfaction, online retail slipped 1.2 percent to a score of 82. A big decline by eBay pulled down the aggregate score, according to the report. eBay registered its worst performance ever, dropping 4 percent to 78.
On the other hand, computer and electronics e-retailer Newegg improved 1 percent to 88 to take the e-retail throne from Amazon, according to the report. Netflix also increased 1 percent to a score of 85.
Still, Amazon continued to be one of the highest-ranking companies in the report, despite a 2 percent drop to 86.
Customer satisfaction with online travel remained unchanged in aggregate year over year, though the industry has been slowly decreasing since 2002, according to the report.
Expedia increased 2.7 percent and the "All Others" category — which includes smaller, more niche-oriented travel sites — dropped 2.5 percent. But both tied for first place with a score of 77.
Travelocity came in second, with a 2.7 percent increase to a score of 75. Orbitz, which increased 1.4 percent to a score of 74, followed. Finally, Priceline.com fell 1 percent to 72, the lowest scoring company in the industry.