Amazon Dominates in Customer Service as Apple Slips

What makes one online shopping experience better than another?

With 88 percent of customers giving their approval, Amazon easily remained the best in online consumer satisfaction this year. A new survey from analysts at ForeSee points to the site’s huge inventory and easily navigable stores as keys to its success.

Losers this year included Apple, whose 80 percent score was its worst showing in four years. JCPenny.com had the sharpest fall, from 83 percent approval to 78.

The lowest ratings registered were for flash-sale site Gilt.com and Fingerhut.com, which each earned just 72 percent approval from customers.

ForeSee’s report is based on 24,000 surveys of customers from the top 100 online retailers completed between Thanksgiving and Christmas.