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Quote:One surprising aspect of the spring version of the index was the role pricing played in customers' satisfaction with a retailer's Web site, according to Freed.

The index -- which uses the University of Michigan's American Customer Satisfaction Index and is based on 20,000 surveys of consumers visiting the e-tailers -- focuses on four broad areas of customer satisfaction: price, merchandise, site experience and brand.

Among the four areas, price is typically where a site receives its lowest scores, Freed continued. Yet tinkering with prices doesn't have the kind of bang one would expect it to have.

"While consumers are not happy with pricing, improving pricing is not going to have a significant impact on their overall satisfaction and their overall intent to purchase more in the future," Freed said...