Users of Apple’s (NASDAQ:AAPL) online store are the happiest compared with those shopping at competitors’ websites. According to a ForeSee poll, Apple’s e-store scored the highest satisfaction rating of any computer-related company, and easily beat that of rival Microsoft (NASDAQ:MSFT).
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Apple’s satisfaction score came in at 85, up five points from the year before. Amazon (NASDAQ:AMZN), which competes with Apple in the tablets industry with its Kindle Fire, but is basically a specialist e-retailer, was the only one to do better after logging a record score of 89. Amazon “continues to set the standard for e-retailers,” ForeSee said. However, Apple was able to close the gap on Amazon to four points after having lagged by six points in 2011.
The average score for the 10 computer and electronics retailers measured was 79, just a point above the average for all 100 e-retail stores surveyed by ForeSee. The research company measured customer satisfaction using a survey of 21,000 visitors to the top 100 online sales sites as ranked by annual revenue.
“Now that the average for the top 100 retailers is 78, a score of 80 is less impressive than it was five years ago, when the average was 74,” ForeSee’s Larry Freed said. “Still, if we were to include thousands of e-retailers from large to small, scores of 80 or higher would no doubt emerge as being notably high.”