A new study has found that Britons tend to prefer online trading platforms that offer an individual, user-friendly service.
The new Which? poll has found that specialist book trader Abesbooks.co.uk came out on top of the independent sellers list, which received 89 per cent customer satisfaction from customers using its bespoke service.
Play.com also received the same percentage score, topping the entertainment category.
Meanwhile, in the electricals category, PC World was found to be the worst performer, while John Lewis.com was the most popular.
Jess Ross, editor of which.co.uk, says: "It was really interesting to see that it was the specialist shopping websites, like Abebooks.com, Play.com and Figleaves.com that came out top in our survey - it appears that you can't put a price on customer service."
Meanwhile, a recent report by uSwitch has found that in terms of broadband providers, PlusNet was the most popular supplier, while Orange was found to provide the poorest service.
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