November 29, 2012, 11:52 AM

Amazon leads major e-retailers in a customer satisfaction survey

Amazon and Costco lead the pack of 14 merchants for online shopper satisfaction.

Allison Enright

Editor

Lead Photo

Amazon.com Inc. is not only the largest online retailer, it also satisfies consumers more than do other major web retailers, according to the 2012 Harris Poll Shopper Satisfaction Study of Online Retailers.  Amazon.com, No. 1 in Internet Retailer’s Top 500 Guide, earned a score of 82 on a 100-point scale in the poll that measured satisfaction with the e-commerce sites of 14 big retailers.  

Costco Wholesale Corp., No. 17 in the Top 500 Guide, took the No. 2 spot for satisfaction in the Harris Poll survey with 77 points. Earning lower satisfaction scores but still ranking as the top e-retailers in their subcategories were L.L. Bean (73 points) and Victoria’s Secret (73 points) in the clothing and apparel category, and J.C. Penney (70 points) and Kohl’s (70 points) in the department store category. L.L. Bean is No. 18 in the Guide, Victoria’s Secret No. 19, J.C. Penney No. 20 and Kohl’s No. 28.

Harris conducted the poll online from Oct. 25 to Nov. 13 using Google Inc.’s survey tool Google Consumer Surveys. The survey results are based on 300 to 500 respondents’ answers per question. The study evaluated 14 e-retailers and asked consumers to rate e-retailers for the ease of shopping their sites, price, selection and their likelihood to recommend the site to others. Amazon.com took the top spot in all categories, including price, earning a 5.7 on a 7-point scale.

That top ranking in price—the next highest ranking on price was a 5.2 for Costco—reiterates one of the primary motivations consumers give for shopping online. 33% of respondents said the most important factor in deciding where to shop repeatedly was whether a retailer offered a good value for the money. 16% cited ease of shopping and 10% cited product selection.

Here are the retailers and how they ranked:

Amazon                               82

Costco                                  77

Target                                   75

L.L. Bean                              73

Victoria’s Secret               73

Zappos                                 72

J.C. Penney                        70

Kohl’s                                    70

Walmart                               68

Macy’s                                  68

Nordstrom                          68

Gap                                        67

Abercrombie & Fitch      60

Urban Outfitters              60

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