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Industry Research : UK Customers Were Also the Most Likely to be Irritated by Queues
A study of 11,000 adults throughout Europe (including 3,000 in the UK) indicated that the vast majority (96 percent) of people in the UK would make a complaint if they were to receive poor service. This was 29 percent higher than the European average.
The study, by price comparison site Kelkoo, found poor customer service, rude employees, poor quality products and delivery issues were the main reasons for complaints in the UK.
Most of the UK respondents said that they complained because they did not believe that service would improve otherwise. However, some said that they would not complain as they felt it wouldn’t achieve anything and were embarrassed.
Italians and Germans were second- and third-most likely to complain, at 95 percent and 91 percent respectively, whereas the French were least likely to complain, with only 42 percent saying that they would do so.
Chris Simpson, a spokesperson for Kelkoo, said: "Britain being crowned the biggest nation of complainers is definitely a positive thing for retailers as it enables them to understand consumers' needs and subsequently make improvements.
"This is particularly important in the age of social media, which is an extremely powerful and informative tool for consumers and retailers. Now more than ever retailers need to listen to consumer feedback and act upon it to protect their brand.
He continued: "With the adoption of the new EU Consumer Rights Directive at the end of June this year, shoppers, whether in the UK or across Europe, should expect the best customer service, delivery and returns policies from all retailers.
"We would encourage consumers to know their rights no matter where they shop so there is no need to feel embarrassed about complaining," he concluded.
Posted by Veronica Silva Cusi, news correspondent
Today's Tip of the Day - Complaints
Published: Monday, August 15, 2011