Another satisfied customer

Zid, Linda Abu-Shalback
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p5
This article presents the findings of a market survey on satisfaction with customer services conducted by the National Retail Federations' NRF Foundation and American Express Co., in the U.S. as of March 2005. According to the survey, today's shoppers are more satisfied with the customer service they receive online than they are with service at traditional retail stores. Just 16% of traditional, retail shoppers surveyed were extremely satisfied with their most recent customer service experience, while an additional 51% were very satisfied. In contrast, online shoppers were nearly three times as likely to be extremely satisfied with their customer service experience (44%), and an additional 45% were very satisfied. To traditional shoppers, the most important elements of good customer service revolve around retail employees and the store environment, according to the nationwide survey. But, to the majority of online shoppers, 88%, having a safe and secure Web site is an extremely important component of good customer service, along with on-time delivery of merchandise, 73%, and quick responses to questions and requests, 74%. Most of the shoppers surveyed (99%) said they believe customer service is at least somewhat important when deciding to make a purchase.


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