PC World under performs in online satisfaction stakes

PC World and Dixons have performed poorly in a customer satisfaction survey of online shopping over the crucial selling month of December.

PC World and Dixons have performed poorly in a customer satisfaction survey of online shopping over the crucial selling month of December.

According to figures from ForeSee the British computer retailer fell far behind rivals including Apple, John Lewis and eBuyer, although it did manage to improve on its performance year on year.

Some of the repercussions for Dixons and PC World are that customers that produce scores lower than 69% on the satisfaction scale, and PC World and Dixons managed 67 and 66 respectively are more likely to shop elsewhere after a first purchase.

Amazon.co.uk topped the table followed by Play.com but Apple came sixth and eBuyer was in twelfth position.

Larry Freed, CEO of ForeSee warned that those companies that failed to deliver decent customer satisfaction were harming their own prospects in a tough market.

“It concerns me that there are still [companies with low scores] which means they are risking sales and market share to better performing companies,” he said.

He added that it was disappointing that the company at the top of the satisfaction charts was American and not a home grown retailer.

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