A new index has suggested that online retailers deliver the most satisfaction to their customers, retailgazette.co.uk reports.

The Institute of Customer Service (ICS) polled 26,000 consumers as part of its annual UK Customer Satisfaction Index (UKCSI), which indicated that online shoppers are being well taken care of during their sprees.

Internet fashion retailer Asos topped the table after scoring almost 92 out of 100 in overall satisfaction. Amazon placed second thanks to its 90 out of 100 grading, while online bank First Direct placed third with a UKCSI score of 89.

Scores posted by online retailers helped push the average score amongst all organisations up to 78 out of 100. In January 2012, retailers contributed to an average grading of 77.4.    

Exactly what online retailers have introduced in the last six months to increase this total remains unknown, but the improvement could be attributed to specialist e-commerce hosting. Consumers nowadays side with online shopping for the convenience - amongst other factors - and a slow website could see them clicking off immediately.

It wasn't all bad news for physical retailers, though. Volvo's showroom service earned the manufacturer a total of 88.2, which was just ahead of the Ambulance and Fire Service. The pair scored 87.7 and 87.3 respectively. 

Talking to retailtimes.co.uk, Jo Causon, chief executive of the ICS, stated that a high level of service is now key to the retail sector, as cash-strapped customers will be looking for brands that can go the extra mile for them.

"The overall improvement in the UKCSI is an encouraging indicator that organisations are continuing to prioritise and invest in customer service," she stated. 

"With less disposable income, consumers are far more discerning. In this environment, service will be the key differentiator, helping to deliver a tangible impact on customer retention, loyalty and ultimately, the bottom line."