Internet retailers such as Apple see customer satisfaction wane during COVID-19 pandemic

The past six months have been a trying time for most retailers, including, to a small degree, Apple. 

Four out of five retail industries the American Customer Satisfaction Index (ACSI) measures – department and discount stores, specialty retail stores, supermarkets, and Internet retailers – have seen customer satisfaction wane during the pandemic, according to the ACSI’s special COVID-19 retail study based on surveys collected from April 1, 2020 to September 30, 2020. Apple is down 4%.

Compared to ACSI’s 2019-2020 Retail Report, Internet retail takes the biggest hit during the pandemic, down 4.9% to an ACSI score of 77. Yet, it remains ahead of the other retail categories. Specialty retail stores (down 2.6%) and drug stores (unchanged) tie for second at 76, while department stores (down 1.3%) and supermarkets (down 3.8%) both score 75.

“From the onset of COVID-19, consumer expectations of retailers took a massive hit,” says David VanAmburg, managing director at the ACSI. “Customers braced for delayed packages, empty grocery store shelves, and hard-to-find name brands. Of course, just because they expected this, doesn’t mean they were thrilled about it. As customer satisfaction slips, retailers must adapt to the new market. It’s clear they have their work cut out for them.”

Among Internet retailers, no companies improve customer satisfaction during the pandemic, as the category tumbles nearly 5% overall.

Costco, Etsy, and Nordstrom tie for first place at 80, but it’s nothing to get excited about. The first inches back 1%, while the latter two each recede 2%. Kohl’s and Newegg follow suit, both down 2% to 79. Nike and HP Store are next, each sliding 4% to 78.

Six companies score 77: Staples (unchanged), Best Buy (down 1%), Target (down 1%), eBay (down 3%), Macy’s (down 4%), and Amazon (down 7%). Amazon has the most to lose. According to the ACSI data, the former online leader experiences big declines in site performance, merchandise variety, inventory, customer support, and shipping.

Home Depot (down 3%) and the group of other internet retailers (down 4%) score 76 apiece, followed closely by nine retailers at 75: Walgreens (unchanged), GameStop (down 1%), Groupon Goods (down 3%), Gap (down 4%), Dell (down 4%), Apple (down 4%), Lowe’s (down 4%), Overstock (down 5%), and Wayfair (down 6%).

Walmart (down 1% to 73) and Sears (down 1% to 72) make up the bottom two. Surprisingly, customers are more satisfied with Sears’ shipping and mobile app capabilities. But those gains aren’t enough to improve overall satisfaction.

(Dennis Sellers has been covering the Apple industry since 1996. In addition to“Apple World Today,” he also runs his own freelance writing/editing service. If you want more info about the latter, email him at dennis.sellers@comcast.net.)