Britons are more likely to complain about bad service from a retailer than any other European consumer, Kelkoo’s latest research reveals. The survey crowned Britain the ‘biggest nation of complainers’ with 96 percent stating they would complain if they received poor service in a shop.

The Brits were closely followed by the Italians (95 per cent) and the Germans (91 per cent). However, in France, retailers have the easiest ride, with less than half of shoppers (42 per cent) choosing to say something if they are unhappy.

The research surveyed over 11,000 Kelkoo shoppers across Europe, including 3,000 respondents in the UK. Poor customer service was the number one reason for complaint, with 82 per cent of respondents citing this as their biggest gripe. Poor quality products, rude staff and issues with delivery are also common reasons for UK shoppers to become disgruntled.

Chris Simpson, Kelkoo CMO comments: “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.”

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