June 18, 2009

How Satisfied Are Italian Consumers With Online Customer Experiences?

This is the seventh document in the "eCommerce Site Satisfaction In Europe" series.

by Jonathan Browne

with Moira Dorsey, Joost van Kruijsdijk, Angela Beckers

Executive Summary (This is a document excerpt)

We asked more than 2,000 Italian consumers how satisfied they were when using top Web sites in Italy. Most consumers were satisfied or very satisfied with their experiences. eBay led in satisfaction ratings, while ePRICE came last in our list. The most common frustrations were related to the difficulty of finding products. Almost a third of Italian consumers cited unclear pricing as an annoyance. Customer experience professionals need to use appropriate tools to measure customer satisfaction and uncover what they need to do to improve it. By collecting data before and after making improvements, they can help to make the business case for further site investments.

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