When it comes to satisfying customers, it appears as though online retailers have the edge, hands down, on brick-and-mortar operations. The University of Michigan's (UM) American Customer Satisfaction Index (ACSI) for the fourth quarter of 2007 found that e-tailers scored an 83 on a scale of 100 compared to an overall rating of 71 for store operators. Why do consumers give higher satisfaction ratings to online merchants than brick-and-mortar retailers?

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