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?

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