Retail Biggest Gainer in Customer Satisfaction Index

Ann Arbor, Mich. A report released Tuesday by the University of Michigan, in partnership with ForeSee Results, shows that customer satisfaction is on the upswing, with the retail sector experiencing the biggest gains.

The quarterly American Customer Satisfaction Index (ACSI) survey measures the general level of quality of goods and services sold in the country. Last quarter's results show that consumer approval increased by 0.9% from the previous quarter.

Of the 12 industries the survey covers, five showed gains in customer satisfaction, three showed declines and four did not change.

The retail sector, including department, discount and specialty stores, as well as gas stations, posted the largest gains in satisfaction for an overall increase of 1.3%.

Nordstrom and Kohl's received the highest scores in the retail sector, with Barnes & Noble, Costco, Borders and Sam's Club close behind. Dollar General and Office Depot had the largest drop in satisfaction (3.8%), but the scores may have more to do with changing shopper demographics than poor service or quality, according to the report. Along with their dollars, wealthier shoppers discovering discount stores bring with them higher expectations.

Similarly, Amazon.com, which reported record sales during the holiday season, had a 2.3% drop in satisfaction due to an increase in customers and orders.

EBay ranked lowest among e-commerce retailers, with a drop of 3.7% in consumer approval.

Satisfaction with e-commerce, including retail, brokerage and travel categories, fell by 2%.