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RadioShack Earns Dubious Distinction

For the sixth year running, RadioShack ranked dead last in a rating of 46 national retailers based on customer experience.

The results were culled from a survey of 10,000 U.S. consumers by the Temkin Group, in which the CE chain received an “experience rating” of 55 percent on a scale of zero to 100.

According to the market research firm, a score of 80 percent or better is considered excellent, and 70-79 percent is thought to be good.

Not surprisingly, Amazon earned the latter with a 76 percent, putting it at the top of the tech channel and two points behind No. 1 retailer True Value.

On the other hand, “RadioShack continued its run as the retailer with the worst customer experience,” noted Temkin managing partner Bruce Temkin.

Consumers rated companies based on success (ability to accomplish what you want); effort (ease of working with the company); and emotion (how you feel about the interactions).

Amazon actually slipped 5 percentage points from last year’s poll, to tie O’Reilly Auto Parts for second place, while RadioShack dropped 8 percentage points, narrowly losing out to Gap and Foot Locker for last place.

The ratings are part of a report on 294 companies across 20 industries, in which RadioShack ranked 199th. Who ranked lower? The cable TV companies, including Cox Communications, Verizon, Time Warner, AT&T and Comcast, hovered near the bottom of the charts, just one step above health insurance carriers.