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Consumers confident in US ecommerce despite dot-com doom

Consumers are showing more satisfaction with online shopping than the number of dot-com failures might indicate.
Written by silicon.com staff, Contributor

Consumers are showing more satisfaction with online shopping than the number of dot-com failures might indicate.

According to a survey by a US business school, levels of satisfaction in certain dot-coms are higher than some bricks and mortar companies. The quarterly American Customer Satisfaction Index from the University of Michigan, published yesterday, found consumers rated online shopping at 78 out of 100 while department and discount stores rated 72. Highest ranked of all e-service companies was Amazon.com with a rating of 84, well above the highest bricks and mortar store, Costco, with 79. Overall, ebusiness had roughly the same level of satisfaction rating as the index, which includes banks, government and the postal service. Commenting on the survey, Claes Fornell, business school professor and director of the research center, said the results showed the importance of customer satisfaction in ebusiness. He said: "Companies that don't provide a positive customer experience will get much less repeat business and will face difficult times." Other ebusinesses that scored highly with buyers were auctioneer eBay (80), Buy.com (78) and bookseller Barnesandnoble.com (77). Internet portals Yahoo! and AOL scored well below e-tailers with scores of 63 - also less than banks, government and fast food. Fornell said the high cost of acquiring customers and the lack of consumer loyalty makes it of paramount importance to provide a comprehensive, quality service. By Geoffrey Davies
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