Customer Satisfaction Remains Strong

Buyer satisfaction with retailers, financial services and e-commerce websites improves, according to the latest ACSI survey.

February 16, 2011

ANN ARBOR, Mich. - Customer satisfaction with the goods and services that Americans buy remains strong in the fourth quarter of 2009, according to the American Customer Satisfaction Index (ACSI). The index is largely unchanged, dipping a mere 0.1 percent from the previous quarter to 75.9 on the ACSI??s 100-point scale, and remains much higher than it was prior to the recession and also slightly higher than this time one year ago.

Because economic recovery is highly dependent on consumer spending and high levels of customer satisfaction tend to strengthen consumer demand, the latest ACSI reading does not add to more economic woes. Despite anecdotal evidence to the contrary, most companies are providing good customer service and many have very satisfied customers.

"As long as unemployment remains high and credit tight, it is difficult to see how we can get to a sustainable pace of consumer spending growth," said Claes Fornell, head of the ACSI and author of The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference, in a press release.

"But it is not all bad: the 'will to spend?? is evidenced by high customer satisfaction. The issue is whether or not consumers have the 'means to spend.?? The recent news about the decline in unemployment and the rise in manufacturing hiring may not only lead to more people working, but may also dampen the fear of job loss. If so, the means to spend will face less of a hurdle," said Fornell.

Customer satisfaction with the retail sector, which includes department and discount stores, specialty retail stores, supermarkets, gas stations, and health and personal care stores, gains 1.3 percent to an ACSI score of 76.2. Nordstrom maintains its lead among department and discount stores, rising 4 percent to an all-time high of 83. Several other retailers post large gains, including Target (+4% to 80), Dollar General (+5% to 79) and Dillard??s (+4% to 78).

Supermarkets are unchanged for a third straight year with an ACSI score of 76, even though food prices dropped after two years of large increases. Publix has been in the lead since 1994 and this year is no exception: the supermarket chain improves 5 percent to 86, its highest score ever.

Advertisement
Advertisement
Advertisement