Google again tops search engine satisfaction rating

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Ann Arbor, Mich.—Google Inc. not only is the leader in search queries and revenue but also is tops in customer satisfaction, according to the University of Michigan’s latest “American Customer Satisfaction Index,” which rates portals and search engines.

For the second consecutive year, Google scored 86 on the index’s 100-point satisfaction scale, compared with competitor Yahoo’s 77 points, Microsoft’s 75,’s 74 and AOL’s 70. The study was conducted before Microsoft Corp. introduced its new search engine, Bing, in May.

The ACSI computes scores that reflect performance, based on the relative impacts of various satisfaction components and the likelihood of desirable future behaviors, such as repeat purchases, the University of Michigan said.

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