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Amazon is top for customer satisfaction
05.01.10 | Catherine Neilan
Amazon UK is the best online retailer for customer satisfaction, reports Brand Republic. The firm's rival Play.com came second in the survey, which saw overall customer satisfaction improve by 6% on last year. Waterstone's came in tenth, while W H Smith was 25th.
The index, compiled by market research consultancy ForeSee Results, rates customer satisfaction according to four factors - functionality, price, merchandise and content. The study took account of 10,000 responses from shoppers who visited the top 40 retail websites in the UK in November and December.
Larry Freed, chief executive of ForeSee results, said: "While these numbers are certainly a huge step in the right direction, companies who saw improvements run the risk of being lulled into a false sense of security.
"There is still a long way to go with the UK's numbers still trailing the US by 10%. Additionally there is only one site out of 40 with a satisfaction score over 80, Amazon— essentially an American company with a strong UK presence.
"It concerns me that there are still 15 companies scoring 60 or lower which means they are risking sales and market share to better performing companies."
The worst online retailers in terms of customer satisfaction were Ticketmaster and B&Q, followed by Littlewoods, Freemans and Currys.