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Report: Amazon, Costco tops in online customer satisfaction

New York -- Amazon and Costco lead the pack lead the pack when it comes to the e-tailers that have most satisfied their customers, according to the "2012 Harris Poll Shopper Satisfaction Study of Online Retailers." The survey used a 100-point scale to measure customer satisfaction with the e-commerce sites of 14 big retailers. Amazon.com ranked first with a score of 82.

Costco Wholesale Corp. took the overall No. 2 spot with 77 points. Under the subcategory of clothing and apparel, L.L. Bean and Victoria’s Secret led the way with 73 points each; J.C. Penney and Kohl’s topped the department store category with 70 points apiece.

Harris conducted the poll online from Oct. 25 to Nov. 13 using the Google Consumer Surveys tool. 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. The next highest ranking on price was a 5.2 for Costco.

Target ranked third overall with a score of 75; Zappos was sixth with 72 points. Abercrombie & Fitch and Urban Outfitters tied for last with 60 points.