A recent survey has shown that despite having a reputation for being repressed, Britain's shoppers are more likely to complain than their European counterparts.
The study, carried out by price comparison service Kelkoo, revealed that 96 per cent of 3,000 British respondents stated they would complain about poor customer service in a shop.
The European average is only 67 per cent. However, Italian and German shoppers are not far behind the British, with respective proportions of 95 per cent and 91 per cent. At 42 per cent, France's shoppers are the least likely to complain.
Poor customer service was cited by British shoppers as their chief dislike, with poor quality products, rude staff and delivery problems following behind.
Kelkoo CMO Chris Simpson 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."
