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7 Retailers With the Highest Customer Satisfaction 2024

Customer satisfaction in retail is making a comeback. See which seven retailers are consistently meeting customer expectations in this annual customer satisfaction ranking based on more than 40,000 customer responses.
Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Customer satisfaction in retail is making a comeback.

To uncover which companies have the highest customer satisfaction, the American Customer Satisfaction Index (ACSI) interviewed 40,264 customers (chosen at random and contacted via email from January 2023 to December 2023).

The annual American Customer Satisfaction Index (ACSI®) Retail and Consumer Shipping Study 2023-2024 ranks the nation’s most satisfying retailers in six key retail segments: online retailers, general merchandise retailers, specialty retailers, drugstores, supermarkets, and gas stations — as well as consumer shipping and the U.S. Postal Service.

The ACSI’s proprietary scoring system ranks each retailer on a 100-point scale. It found overall customer satisfaction surging 4% to a score of 78 and more than 60% of retailers measured see their individual ACSI scores improve in 2024.

“As seen across other sectors of the economy, issues stemming from the pandemic, including supply disruptions and uneven service quality, are dissipating,” said Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “For industries like supermarkets and gas stations, moderating inflation is helping to improve the value proposition. And leading up to the holiday season, consumers looking to stretch their dollars responded positively to discounters and retailers that excelled in sales and promotions or pumped more value into the experience through private label offerings.”

[Click here for the 2024 Top Retail Software Vendors in Customer Satisfaction]

In addition to the individual retailer scores, the report also provides a snapshot of overall customer satisfaction by retail segment. Online retailers tailed the highest score with an 80 overall, but both specialty retailers and supermarkets were close on its heels, both scoring a 79. For online retailers, mobile app performance continues to deliver as online sales via smartphones surpass desktop-based purchases.

Here is a quick look at the top finishers in each retail segment:

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Below is a look at the seven retailers that scored the highest overall in the rankings. A three-way tie at 85 among Costco, H-E-B, and Publix for the supermarket industry ends Trader Joe’s multiyear winning streak (84 in 2024). Publix sets the bar across much of the in-store experience, including staff courtesy and store cleanliness and layout, while Costco and H-E-B win on value. All three benefit from the popularity of their private-label brands. Sam’s Club (Walmart), just off the leaders, climbs 5% to 83. 

Despite slipping 1%, Chewy backs up its impressive 2023 debut to earn a second straight industry win with a score of 84. The online pet supply store continues to delight its customers, receiving top marks for both quality and value. Chewy’s multichannel customer support also shines, and the site is a leader in this area amid a competitive field.

Meanwhile, Amazon, down 1% to 83, remains the gold standard in various key aspects of the online shopper experience, including ease of navigation and the checkout process. The online retail juggernaut continues to innovate in the mobile shopping environment, adding new features such as Consult-A-Friend, multimodal search, augmented reality, and Find-on-Amazon.

The top 7 finishers were:

  • 7 Retailers With the Highest Customer Satisfaction 2024 (across all retail segments)

    Costco (in the supermarket category) 
    ACSI Score: 85.

    H-E-B 
    ACSI Score: 85.

    Publix 
    ACSI Score: 85.

    Trader Joe’s 
    ACSI Score: 84.

    Chewy 
    ACSI Score: 84.

    Amazon 
    ACSI Score: 83.

    Sam’s Club (Walmart) (in the supermarket category) 
    ACSI Score: 83.

For all customer satisfaction scores, download the full study.

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