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Customer satisfaction with e-commerce sites improved for the second year in a row, according to the American Customer Satisfaction Index (ACSI) released by the University of Michigan.

Online retail achieved a score of 83 on ACSI's 100 point scale, while offline retailers scored 74.4. The survey was carried out in conjunction with ForeSee Results.

The ACSI  E-Commerce Report measured customer satisfaction with the following e-commerce sub-sectors: online retail, online auction, online brokerage and online travel companies.

  • Most of these sectors performed well in the survey, with Amazon.com achieving a score of 87, one of the highest in the index, but behind US online bookseller BarnesandNoble.com.
  • Customer satisfaction scores in the online auction section were lower, with eBay leading the way on 80 points.
  • Customer satisfaction with online financial services hit a new high, jumping 2.6% to 78, compared to last year's results.
  • Customers were less happy with online travel sites, with the ACSI score falling 1.3% to 76 points.

Further Reading:
Why do banks suck so badly at online customer service?


Graham Charlton

Published 21 February, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)


Suzanne Holman

Interesting to read the stats on the success of online services.
As a financial services coach, I'm wondering how effective my online marketing and services will be in connecting with financial service advisors.

about 10 years ago


Customer Experience

Interesting results. On-line customer experience is much more important than most retailers know. Too many organizations have their IT department in charge of their on-line experience. Merchants don't operate well in the on-line world.

Business Solutions Packaged for Execution

about 10 years ago

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