December 27, 2006, 12:00 AM

Netflix, Amazon lead 2006 holiday shopping satisfaction index

Netflix and Amazon.com maintained their lead from 2005’s holiday season in the second annual holiday edition of the ForeSee Results Top 40 Online Retail Satisfaction index, both posting a 2.4% increase in customer satisfaction.

Netflix Inc. and Amazon.com maintained their lead from 2005’s holiday season in the second annual holiday edition of the ForeSee Results Top 40 Online Retail Satisfaction index, both posting a 2.4% increase in customer satisfaction.

Netflix scored 86 on a 100-point scale while Amazon.com posted a score of 84. Other retail sites leading the index included LLBean.com (80), QVC.com (80), Apple.com (79), OldNavy.com (79) and Quixtar.com (79).

“The leaders continue to improve satisfaction, which is phenomenal,” says Larry Freed, president and CEO of ForeSee Results. “Their numbers are off the charts and they’re still improving.”

Sears.com and JCPenney.com had the most improved scores from 2005, with increases of 7.4% and 7%, respectively. Other sites experiencing score increases of 5% or more were OldNavy.com (6.8%), SonyStyle.com (5.8%), Target.com (5.7%), and HPShopping.com (5.4%).

“The multi-channel retailers are starting to figure out how to better leverage the alternate channels they can provide, and doing so in a way that is meeting customer needs,” Freed says. “If they continue to take advantage of those channels and focus on the customers, they’re going to be very, very competitive to be the best with more of the pure-play online retailers.”

Overall, online shoppers were slightly more satisfied this holiday season than last, according to the index. Aggregate customer satisfaction with this group of leading retailers rose 1.4% to a score of 75.

Of the sites that were measured during both the 2005 and 2006 holiday seasons, 24 have higher customer satisfaction scores this year, ForeSee Results says. Only seven sites had lower 2006 scores.

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