E-commerce survey: Amazon tops in holiday service; Gap lags

Ann Arbor, Mich. -- Survey results released Wednesday by customer experience analytics firm ForeSee found that Amazon has continued its trend of high customer service, while other online retail experiences suffered in 2011.

According to ForeSee’s annual Holiday E-Retail Satisfaction Index,
Amazon climbed two points to score 88 on the study’s 100-point scale, registering the highest score from any retailer in 14 consecutive studies.

Of the retailers measured in the survey, Gap.com and Overstock.com posted the largest declines in satisfaction, with Gap down 6% to 73 and Overstock down 5% to 72. Other laggards included buy.com and websites run by Sony and Toys “R” Us, ForeSee said.

The largest gain in satisfaction among retailers went to J.C. Penney, which rose 6% to 83 and put it in a tie for third place with QVC.com, Apple’s online store and VistaPrint.com. A score of 80 on the Index is the standard for excellence, according to ForeSee.

“Customer satisfaction is a leading indicator of consumer spending,” said Larry Freed, president and CEO of ForeSee.

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