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Amazon Takes Bite Out Of Apple In Tablet/Computer Customer Experience

Amazon beat Apple for the second consecutive year in offering the best customer experience among tablet and computers makers in the U.S., the latest consumer survey by Temkin Group found.

The survey found that Apple fell to fourth place from second in the previous year’s survey, and Barnes & Noble stepped up its game to move to second place from fourth in a tie with HP.

The bottom slots were anchored by eMachines and Compaq, each with customer experience rating of 44 percent.

The information appears in the 2016 Temkin Experience Ratings, an annual ranking of companies based on a U.S. consumer survey.

Last year’s survey was Temkin’s first to include tablets, having included only computers in previous surveys. That accounted for Amazon’s move into the top spot last year

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Barnes & Noble was the only company to improve its ratings, gaining 1 percentage point, and the companies whose ratings declined the most were Sony (-10 points), Apple (-8 points) and Toshiba (-5 points).

Here’s how all 12 companies were rated this year compared to last year’s ratings, where available:

2016 Vs. 2015
Amazon (73% vs 76%)
Barnes & Noble (61% vs. 60%)
HP (61% vs. 64%)
Apple (60% vs. 68%)
Gateway (57%)
Toshiba (55% vs. 60%)
Dell (55% vs. 57%)
Lenovo (55% vs. 55%)
Acer (53% vs. 57%)
Sony (50% vs. 60%)
Compaq (44%)
eMachines (44%).

Overall, the computer and tablet industry averaged a 59 percent rating, down from 63 percent, to come in ninth place out of 20 industries.

Temkin generated the ratings by asking 10,000 U.S. consumers to evaluate their recent experiences with a company in three ways: success (can you do what you want to do?), effort (how easy is it to work with the company?), and emotion (how do you feel about the interactions?). Temkin averaged the three scores to produce each company’s Temkin Experience Rating.

Temkin considers a score of 70 percent and up as “good” and a score of 80 percent or above as “excellent.”

The sixth annual survey evaluates 294 companies across 20 industries: airlines, appliance makers, auto dealers, banks, car rental agencies, computer makers, credit card issuers, fast food chains, health plans, hotel chains, insurance carriers, Internet service providers, investment firms, parcel delivery services, retailers, software firms, supermarket chains, TV service providers, utilities and wireless carriers.