Customers are more satisfied online: ACSI

Share this content:

Consumer satisfaction levels with e-commerce Web sites improved again last year, outpacing most other sectors of the economy in terms of satisfying customers, according to the American Customer Satisfaction Index.

Released Feb. 20 by the University of Michigan and ForeSee Results, the ACSI is based on a national survey of consumers who rank their experiences with more than 200 companies based on a 100-point scale. It is updated quarterly.

Overall, the score for the e-commerce industry last year rose to 80. E-commerce includes online retail, auction, brokerage and travel companies. The e-commerce sector reached its record high score of 80.8 in 2003. The national aggregate score for all industries across channels was 74.9.

The online retail score climbed 2.5 percent to 83. By comparison, satisfaction with the offline retail sector was 74.4. continues to receive a high rating, receiving an 87 for a second year. It continues its recovery from an almost 5 percent drop in 2004.'s score rose 1 percent to 88, giving it the highest score in the online retail sector.

Customer satisfaction for online auctions remained at 78 for the second year in a row, with eBay maintaining its leadership position despite a 1 percent drop to 80.

Satisfaction with online financial services hit an all-time high of 78, climbing 2.6 percent. was the biggest gainer, with its score increasing 8 percent to 80, while E*Trade improved 4 percent to 74.

Two companies making their first appearance on the index were Fidelity, with a score of 80, and TD Ameritrade, with a score of 77.

The only online industry sector that saw its score slip was online travel, as competition from airline and hotel sites and travel search engines increased.

Overall, online travel's score dropped 1.3 percent to 76. Expedia dropped 1.3 percent to 78 and Travelocity dropped 1.3 percent to 74. The only company to show a gain was Orbitz, which saw its score rise 1.4 percent to 75.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above