The Retailer with the Best Customer Service? Amazon

New York–Nestling out its own acquisition Zappos.com, Amazon.com rose to the top slot in the seventh annual NRF Foundation/American Express Customers’ Choice survey.

The world’s largest website  “is a true retailing pioneer…The site is expansive, intuitive and fun,” noted the National Retail Federation (NRF) at an award luncheon held Tuesday during its 101st Annual Convention and Expo.

The top 10 retailers in customer service were selected in a survey  of 9,374 shoppers conducted by BIGinsight. The retailers who made the top 10 this year were the same ones that made the top 10 in 2010, only there positions were switched.

Amazon came in at No. 1, up from second place last year. L.L.Bean (#2), Zappos.com (#3), Overstock.com (#4), QVC (#5), Kohl’s (#6), Lands’ End (#7), JCPenney (#8), Newegg (#9) and Nordstrom (#10) round out the remainder of the list.

Consumers were asked which retailer they thought delivers the best customer service overall.

“Today’s consumer has high expectations when it comes to their shopping experience, whether in-store or online,” said NRF Foundation executive director Kathy Mance. “The top retailers on this list found effective ways to win over shoppers not only with low prices, but also stellar customer service and value-added features such as unique mobile applications, free shipping and unforgettable in-store experiences.”

The top 10 retailers for customer service are:

1.)    Amazon.com
2.)    L.L.Bean
3.)    Zappos.com
4.)    Overstock.com
5.)    QVC
6.)    Kohl’s
7.)    Lands’ End
8.)    JCPenney
9.)    Newegg
10.)  Nordstrom

About the Survey

The NRF Foundation/American Express 2011 Customer Service survey was designed to gauge consumer attitudes toward retailers’ customer service and to provide a listing of the top customer service retailers. The survey, which polled 9,374 consumers, was conducted by consumer marketing intelligence firm BIGresearch in September 2011. The consumer poll has a margin of error of plus or minus 1.0%. Consumers answered the open ended question, “Thinking of all the different retail formats (store, catalog, internet, or home shopping), which retailer delivers the best customer service?” In order to develop a fair comparison, regardless of a retailer’s size or geographic coverage, the consumer survey responses were compared to each retailer’s 2010 revenues to develop the overall rankings. The survey data and the process for selecting the winners were reviewed by Professor Martin P. Block, Ph.D., ofNorthwesternUniversity.

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