Home  › Stats › Audience/Traffic

Satisfaction with Online Shopping Dips

  |  December 23, 2005   |  Comments

Customer satisfaction with online retailers trended down in mid-December.

As Christmas approaches, online retail takes a hit in terms of customer satisfaction according to the Holiday Shopping Satisfaction Benchmark study from ForeSee Results

The week of December 12 through 18 saw an aggregate drop in customer satisfaction of 0.6 percent to a score of 77.8 percent.

"We attribute the drop in satisfaction to the challenges that time-pressured shoppers face as they turn to the Web for last-minute shopping needs, only to be disappointed and frustrated with their inability to find what they're looking for," said Lee Pavach, director of marketing at ForeSee Results. "Reasons can range from merchandise that is out of stock online, or they aren't using the correct description."

Two additional attitudes affected during the same period were customer loyalty and the likelihood to return to the site and recommend it to others. Customer propensity to return to a retailer's site fell 0.8 percent. The likelihood for an online shopper to recommend an e-commerce site dropped 0.6 percent.

"The challenge is that this drop in satisfaction can have longer-term consequences because it impacts likelihood to return, and to recommend, which can depress long-term sales potential," said Pavach.

Holiday Shopping Satisfaction,
October 31, 2005-January 1, 2006
10/31-11/6 11/7-11/13 11/14-11/20 11/21-11/27 11/28-12/4 12/5-12/11 12/12-12/18
Ordering
process
80.9 80.4 80.4 80.6 80.8 81.1 81.4
Delivery 80.8 80.2 81.8 82.0 82.4 82.2 83.1
Product
quality
86.5 85.3 86.1 86.3 86.1 86.3 86.2
Price 78.9 78.8 78.8 79.0 78.6 79.1 79.7
Satisfaction 74.9 74.3 75.0 75.5 75.4 75.5 76.0
Recommend 77.3 76.7 76.9 77.5 77.4 77.5 78.0
Repurchase 77.8 77.5 77.6 78.4 78.0 78.2 78.8
Source: ForeSee Results, 2005

The trend mirrors one that occurred during the same period last year. "As we approach the holiday shipping deadline, pressured online shoppers are having a tougher time finding the products they want and ordering the merchandise in time," said Larry Freed, president and CEO of ForeSee Results.

"Retailers that do a poor job satisfying customers in these last days leading up to Christmas can bear the brunt of shoppers' frustrations in the future," said Pavach. "Consumers hold their retailer accountable for not meeting their needs and this will impact their future shopping choices."

The benchmark study uses methodology developed by the University of Michigan's American Customer Satisfaction Index (ACSI) to measure customer satisfaction for over 30 e-tail sites.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...