Expedia Retains No. 1 Title in Customer Satisfaction Study; Deals – Not Service – Lifted 2009 Scores

Were you more satisfied with the way the big online travel agencies – Expedia, Travelocity, Orbitz and Priceline – handled your hotel, vacation or airline bookings last year compared to 2008?

A new report by ForeSee Results, to be released today, suggests that the sites last year did a better job satisfying customers, and that Expedia did a slightly better job than the other three analyzed in the study.

The American Customer Satisfaction Index E-Commerce report analyzes customer satisfaction with three major, e-commerce groups: online travel, online brokerage and e-retail. To compile the scores, ForeSee analyzed the rankings of online retailers produced by the American Customer Satisfaction Index, a measurement created by the University of Michigan’s Ross School of Business launched 10 years ago.

The report’s findings for online travel, however, aren’t all rosy.

The online sites, for the most part, didn’t improve their scores by improving functionality or offering better customer service last year, the report says. Instead, ForeSee attributes the uptick in customer satisfaction – a first since 2005 for travel sites – to the fact that they offered better deals and more attractive packages during a year when it was easy to find travel bargains.

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