Ann Arbor, Mich. –
Customers found CE e-tail sites less satisfying this holiday season than other
e-commerce categories, a new study shows.
According to ForeSee
Results’ sixth annual e-tail holiday report, computer and electronics e-tailers
had the biggest drop in customer satisfaction, losing ground to mass merchants,
apparel and accessories sites, and a catchall “other” category.
CE and IT sites scored a
78 on the research firm’s 100-point satisfaction scale, based on a survey of
nearly 10,000 online shoppers that rates e-tailers on price, merchandise,
website functionality and content.
Of the 40 largest
e-tailers included in the study, Amazon.com and Neflix were rated the most
satisfying, with scores of 86 each, followed by QVC.com at 84. Other top
contenders included Newegg.com and Apple.com, which tied at 82, and eBay and
Walmart.com, which both scored an 80 — which is considered the “threshold for
excellence” by ForeSee.
At the other end of the
rankings, BestBuy.com earned a 77, unchanged from last year; SonyStyle.com was
rated 76; and Sears.com (74) and TigerDirect.com (73) scored lowest, with the
latter dropping 7 points from 2009.
The relatively low CE
scores dragged down the aggregate rating of all e-tailers 1 point to 78. Nevertheless,
the overall rating still far exceeds the aggregate score from five years ago, ForeSee
said, which registered a low 74.
The company argues that customer satisfaction has a “huge and quantifiable
impact” on the future success of a website. Highly satisfied visitors to retail
websites said they are 60 percent more committed to the brand overall, 61
percent more likely to purchase from the retailer online, 35 percent more
likely to purchase from the retailer offline, and 64 percent more likely to recommend
the retailer than are dissatisfied visitors, ForeSee found.