December 13, 2006, 12:00 AM

Shoppers’ rising expectations dampen their satisfaction with e-retailers

Consumers are expecting more from e-commerce, and e-commerce is letting things slip. That’s the conclusion of the latest research from online customer satisfaction research firm ForeSee Results.

Consumers are expecting more from e-commerce, and e-commerce is letting things slip. That’s the conclusion of the latest research from online customer satisfaction research firm ForeSee Results.

Customer satisfaction last week with the e-retail experience dipped slightly from the previous week, according to the firm’s weekly Holiday Online Retail Benchmark. As measured from Dec. 4-10, aggregate customer satisfaction with online retailers in the benchmark study is 76.5 on a 100-point scale, 0.2 point lower than the previous week. However, that’s nearly two points below the score measured during the same period in 2005.

“Compared to last year, we don’t see a big difference in how web sites are performing, how products are priced, or in any of the many factors that affect customer satisfaction with online shopping,” says Larry Freed, president and CEO. “So what’s to blame for the large decrease in satisfaction from 2005? It’s got to be the rising expectations of online shoppers.”

However, shoppers who completed online purchases last week gave a customer satisfaction score of 84.8, 2% higher than the previous week. “The good news this holiday season is consumers that are completing their purchases online are having very good experiences,” Freed says.

ForeSee Results calculates the aggregate customer satisfaction score of 35 retailers included in the benchmark. It also assesses satisfaction with specific elements that influence overall satisfaction. Research on last week included 46,000 responses.

 

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