Both Netflix.com and Newegg.com achieved the same satisfaction scores this year and last.

Among product categories, apparel/accessories merchants had the highest satisfaction score -- 76 -- followed by mass merchants at 75, Freed said.

The study noted that the Internet has not become as price-sensitive a channel as expected, and is not being driven primarily by price competition. More often, site experience or brand is the most influential driver of satisfaction among the top 40 retailers.

Nurturing loyalty among browsers means online retailers must meet their needs and exceed their expectations, the study said.