The survey, which canvassed opinion from 1,500 consumers and was conducted by data company Fourth, revealed that diners left 3.4 reviews a year on average, and the core drivers behind leaving a negative review were rude staff (68.6%) and waiting time for food (61.9%).
The drivers behind positive reviews, however, were good-quality food (87%), attentive staff (69.4%) and quick service (46.7%).
It also found that 16 to 29-year-olds were twice as likely to leave a negative review as their older counterparts (45 to 59-year-olds).
Mitigating circumstances
However, the younger age bracket was also twice as likely to leave a negative review because of incorrect website information versus the middle age group (30 to 44-year-olds) and more than eight times as likely as the older age group (44 to 59-year-olds).
The research also found that operators had the best change of mitigating a negative review if the food wasn’t up to scratch if they provided a discounted bill (58.2%), great service throughout the meal (46.2%) or the offer of a complimentary return visit (39.2%).
Review sites such as TripAdvisor have become influential drivers in generating footfall, according to Fourth communications director Catherine Marshall.
Review platforms
She said: “Customer-driven online review platforms such as TripAdvisor, have become very influential drivers in generating footfall.
“It is clear that the younger, tech-savvy generations are more critical than the other generations when it comes to leaving negative feedback and, therefore, forward-thinking operators seeking to futureproof their business are tracking, analysing and acting upon customer sentiment.
“Given the importance of online reputation, we’re increasingly seeing businesses request smart technology solutions that help assess, reinforce and enhance their online reputations.
“In the end, it all comes down to businesses utilising technology to get total transparency on their operation so that they can make informed decisions to improve sentiment and drive sales – two vital levers in today’s challenging environment.”