Survey: Amazon tops in online customer satisfaction

BY Marianne Wilson

New York –Amazon is once again tops in online customer satisfaction, but its leadership is eroding, according to a study by, a provider of cloud-based customer experience solutions. Amazon is down four points from its 2013 score of 84 (on a 100-point scale), and leads and Netflix by just one point.

In terms of mobile customer satisfaction, Amazon scored 84, three points below their 2013 score. The early front-runners in retail store chain customer satisfaction include Barnes & Noble (84) and Costco (82).

“As retail technologies and capabilities improve, customers expect a lot more from their digital shopping experiences. Based on the preliminary data,’s decline in customer satisfaction could be a reflection of its failure to keep up with those rising expectations. In addition,’s competitors are gaining ground as they elevate their respective shopping experiences across multiple channels,” said Jim Yang, senior VP of Products, Marketing and Services, Answers Cloud Services.

In other key findings:

Showrooming is here to stay. 66% of store purchasers said they visited the store’s website on their phone while in the store, compared to 55% in 2013.

Black Friday no longer rules the roost. While Black Friday continues to kick off the “official” holiday shopping season, just as many consumers will be shopping on Cyber Monday (46%) as will be on Black Friday (46%).

Mobile is surpassing desktop. Mobile shoppers are more likely to be shopping on Cyber Monday (53%) than more traditional e-commerce shoppers (45%).

Mobile payments are not ready for takeoff. More than 60% of shoppers said they will not use a mobile payment service like Google Wallet or Apple Pay to purchase items in a store. The 40% who said they might use such a service were twice as likely to choose Google over Apple.


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