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The American Customer Satisfaction Index (ACSI), which has been measuring the “household consumption experience” for almost a decade, has come out with its rankings of various forms of retailing as perceived by the consumer.

Yesterday, MNB reported that online retailers seem to be stronger in terms of customer satisfaction, loyalty, and future growth prospects than virtually any other sector of the economy.

Brick-and-mortar retailers in the food category were rated by ACSI as being even compared to last year, with Safeway, Supervalu, Albertsons and Winn-Dixie showing slight increases in customer satisfaction; Publix and Kroger were perceived as being even with last year.

Among the wholesale clubs, Costco was up in the consumer’s estimation while Sam’s Club fell a bit.

In the mass merchandiser category, Target improved a bit, while Wal-Mart fell a bit…and Kmart declined a lot in the consumer’s estimation.
KC's View:
Interesting that yesterday Fortune came out with a report saying that Wal-Mart is the most admired company in the US, and today we have a piece saying that Wal-Mart has declined a bit in the consumer’s opinion.

In so many ways, studies like these are so much hooey. Some people will agree with them, some will not.

The critical issue is for retailers -- no matter what name they carry -- to maintain both momentum and as intimate a relationship with their consumers as possible.