Target’s rapid expansion into Canada is proving a disappointment to many consumers, with the retail chain coming in last in a customer satisfaction survey.

According to a Forum Research survey reported on by the Globe and Mail, only 27 per cent of consumers say they are “very satisfied” with Target, a lower score than any other big-box retailer. The highest numbers went to Costco. (See slideshow below for a complete breakdown.)

Since the chain began opening stores last spring, consumers have complained about low inventory and have expressed disappointment with how Target’s Canadian prices compare.

Market analysts began warning last spring of a consumer “backlash” against Target because Canadians had -- perhaps unrealistically -- expected the chain's Canadian prices to be similar to those seen in the U.S.

“There was a lot of hype before Target entered the country,” Forum president Lorne Bozinoff said, as quoted at the Globe. “Now that people have shopped there, I think there is a bit of a letdown.”

Target Canada President Tony Fisher says he sees customer satisfaction growing as the chain expands across the country, CBC News reports, but the Forum Research survey suggests things are going in the opposite direction -- Target had scored five points higher on customer satisfaction in an earlier survey.

Fisher had said earlier that Target Canada isn’t “trying to compete with ourselves” and those shoppers seeking U.S. prices are free to keep cross-border shopping.

Here’s how big-box retailers scored in the Forum Research poll:

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  • WORST: Target Canada - 27%

    Percentage of respondents who said they were "very satisfied" with the store in question. Source: Forum Research

  • The Bay - 40%

    Percentage of respondents who said they were "very satisfied" with the store in question. Source: Forum Research

  • Walmart Canada - 40%

    Percentage of respondents who said they were "very satisfied" with the store in question. Source: Forum Research

  • BEST: Costco - 62%

    Percentage of respondents who said they were "very satisfied" with the store in question. Source: Forum Research

  • Also on HuffPost:

    HOW TARGET CANADA'S PRICES STACK UP WITH THE U.S.

  • How Target's Canadian Prices Stack Up To U.S. Prices

  • Women's Merona Emilia Espadrille Sandals

    C$29.99 in Toronto and US$29.99 on the U.S website.

  • Gilligan O'Malley Women's Knit Pajama

    C$24.99 in Canadian sstores and US$24.99 on the U.S. website.

  • Mossimo Women's Ponte Boyfriend Jacket

    C$39.99 in Toronto and US$29.99 on the U.S. website.

  • Bird-Bead-Wavy Disc Earrings Trio

    C$9.99 in Canadian stores and US$7.99 on the American website.

  • Mossimo Supply Co. Men's Short Sleeve Tee Shirt

    C$9.99 in-store and marked down from US$9.99 to $7.49 on the U.S. website.

  • Mossimo Supply Co. Men's Long Sleeve Poplin Workshirt

    C$24.99 in Target's Toronto store and marked down from US$22.99 to $17.24 on the U.S. website.

  • Ridel Vivant Pinot Noir Tumblers - Set of 2

    $C24.99 in Toronto but US$19.99 at Target.com.

  • Giada De Laurentiis 12' Non-Stick Frying Pan

    C$39.99 compared to US$35.49 (online price).

  • Soda Stream 60L CO2 Spare Carbonator

    C$34.99 in the Toronto store and US$29.99 on the American site.

  • Target Canada Opens Stores In Ontario

    Previously on HuffPost: Target Canada Opens Stores In Ontario

  • Target Opens In Canada

    A Canada flag flies on a customer's car parked in front of the new Target store in Guelph, Ont. on Tuesday March 5, 2013. Target's expansion into Canada is continuing in big way over the next two weeks as the American retailer opens 21 new stores in Ontario.

  • Target Opens In Canada

    Tony Fisher, President of Target Canada, speaks to the media during a tour of the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees welcome the first shoppers who lined up for the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Tony Fisher, President of Target Canada, speaks to the media during a tour of the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Shopper Sam Skelhorn waits in a tent for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Employees welcome the first shoppers who lined up for the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    First customers Scott Lester (left) and Sam Skelhorn exit the new Target store with their purchases in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.