Customer service is key, not price

Reputation and customer service are more likely to bring customers in than price, according to new research.

In a survey of 9,000 people carried out by customer service evaluation company Retail Eyes, 60 per cent of those quizzed said they chose a venue to eat on reputation and quality of service.

Only a third of people asked said they were driven by factors such as discounts, promotions and value meals.

The poll, which asked people about dining habits in pubs and restaurants, also showed that customers will go out of their way to find a venue.

Only three per cent of those polled choose to go to venues because they are convenient to get to.

In January, Retail Eyes' pub service benchmarking study - the Inndicator report - highlighted that it's the little things in pub service culture that make the difference with the public.

Simon Boydell, marketing manager at Retail Eyes said: "The figures of our poll clearly indicate that the great British public still believes in paying for good quality dining experiences.

"Great service and food is what attracts us, not just cheap prices.

"There's one group of people who is responsible for ensuring this and that's the staff who work on the front lines - not those back at head office.

"In the end when we start to tighten our belts financially, people tend to only spend on what they are confident and they'll think back to their last experience, or recommendations from friends and family when making these decisions - not just a one off bargain."