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Customer Satisfaction with E-Commerce Stalls According to American Customer Satisfaction Index

ANN ARBOR, Mich. Feb. 15, 2011 The American Customer Satisfaction Index’s E-Commerce Report ForeSee Results

Claes Fornell University of Michigan Ross School

Online Retail

Online retail dips 3.6% to 80, as customer satisfaction with smaller e-retailers suffers a major drop.  The "all others" category, which is an aggregate of smaller e-retailers and other companies not individually measured, plunges 6% to 78. But some of the most notable names in e-retail continue to dominate.  Amazon (+1% to 87) and Netflix (-1% to 86) switch places at the top of the industry, and eBay gains 3% to 81. Amazon may have had smaller profits than predicted, but it grew its market share and is in position to continue to lead the industry in sales. Netflix may prove to be ahead of the online entertainment curve by offering less expensive streaming-only accounts. Its satisfaction barely slipped despite a shift in business strategy, which is an indication it is doing the right thing.

Larry Freed

Online Brokerage

Charles Schwab

Charles Schwab

Online Travel

Customer satisfaction with online travel jumps 1.3% to a new all-time high of 78 and an increase of 4% since 2008.  Expedia scores 79 to lead the industry, and it has led or held a share of the industry lead since 2000.  The "all others" aggregate of smaller online travel sites like gains a point to 79. Travelocity climbs 3% to 77 and Orbitz slips 1% to 75.  Priceline drops 4% to 73, losing most of what it had gained last year. Even though Priceline has high revenues, it trails other sites when it comes to brand familiarity and loyalty.

A New Channel: Mobile Commerce

ForeSee Results applied ACSI methodology to measure customer satisfaction with the online experience of these measured companies when accessed via mobile phone. Aggregate satisfaction for e-commerce mobile commerce scores 75, but the results are not even across the board. Brokerage company mobile commerce websites and applications scored significantly better at 81.  The retail and travel sectors of e-commerce scored 75.

"Mobile commerce is still emerging and presents a tremendous opportunity for growth," said Freed. "It is the wild west in terms of mobile apps, and companies can really begin to distinguish themselves if they pay close and careful attention to their customers needs and expectations on the mobile channel."

Overall E-Commerce Aggregate


E-Retail Aggregate

83, Inc.







eBay Inc.


All Others


E-Brokerage Aggregate


The Charles Schwab Corporation  




All Others


TD Ameritrade  


E*TRADE Financial Corporation  


Online Travel Aggregate


Expedia, Inc.  


All Others

79 L.P.  


Orbitz, LLC  

75 Incorporated  


About ForeSee Results

University of Michigan

About ACSI

the United States University of Michigan Ross School


Chaat Butsunturn, Kearns & West

415-391-7900 x114

[email protected]


Amanda Piasecki, Kearns & West

202-535-7800 x114

[email protected]

SOURCE ForeSee Results

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