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Survey: Online Holiday Shoppers More Satisfied With Retailers This Year

In the aggregate, shoppers were slightly more satisfied with apparel Web sites than with mass merchants and electronic retailers.

Online shoppers overall were more satisfied with the top 40 retailers on the Web, with Netflix leading the pack, and CDW.com at the bottom, a consumer survey shows.

Overall, customer satisfaction increased 1.4 points over last year to a score of 75 out of a possible 100 on the Top 40 Online Retail Satisfaction Index, ForeSee Results says. The Web consultant produces the annual index in partnership with FGI Research.

Two dozen retailers had higher scores this year over last year, while only seven saw a decline, ForeSee said. Web sites of department stores JC Penney, Sears, and Target racked up big improvements from last year's customer satisfaction scores. In the aggregate, shoppers were more satisfied with apparel Web sites, which had an average score of 76, than with mass merchants or electronic retailers, which each had a score of 74.

The top vendors were Netflix.com, 86; Amazon.com, 84; and LLBean.com and QVC.com, 80. At the bottom were CDW.com, 68; Costco.com and CompUSA.com, 69; and Macys.com, Overstock.com, PCConnection.com, and ToysRUs.com, 71.

The top 40 index is based on surveys with 10,000 online holiday shoppers. The research is conducted using the methodology of the University of Michigan's American Customer Satisfaction Index.

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