News

Survey: U.S. consumers don't think retailers care about service

January 14, 2004

BOSTON -- Only 28 percent of American consumers think that retailers are totally committed to providing high-quality service, according to a nationwide telephone survey of more than 1,000 consumers sponsored by human performance specialists, Novations Group Inc.

According to an article in The Wise Marketer, the survey also found that 11 percent of consumers believe the stores they shop in are not very committed to customer service, and 5 percent said they're "totally indifferent."

Brian Metcalf, senior vice president of Novations' retail practice, said, "The survey confirmed what we suspected: that there is a big gap in trust today between the retailer and the customer. U.S. retailers may talk about delivering great service but often it is more wishful thinking than reality, according to the customers we surveyed."

He said many retailers presume that customers no longer care about service. "But Novations' research tells us that bad service upsets customers, even with those who have developed diminished expectations."

Research shows that shoppers are more likely to remember bad than good service, having a direct negative impact their loyalty.