Customers still rate good service as more important than price when dining out, despite the recession, research has revealed.
In a survey of 9,000 consumers, by mystery shopping firm Retail Eyes, 60% said their main reason for choosing a venue was a good reputation for quality and high customer service.
Just under a third (32.2%) of those surveyed admitted to being influenced by price driven aspects, such as discounts, promotions and value meals.
So great is the desire for good service that customers will go out of their way to find it, with just 3.5% of those polled choosing to go to restaurants purely because they are close to home, the survey showed.
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 to restaurants, not just cheap prices."
By Chris Druce
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