Britain’s struggling retailers are unknowingly driving customers from the high street with poor customer service, according to a new survey.

In a poll of more than 5,000 UK shoppers, researchers found nine out of ten people will leave a shop with their money unspent if the service is not good enough.

Market Force, the customer research group, said some retailers may mistakenly believe consumers prefer to shop online, so customer service is not as critical as it once was.

Pollsters found 79 per cent actually preferred to shop in-store because of the service they have come to expect. Four out of ten said the biggest frustration from shop staff was lack of interest in their needs and 59 per cent want more staff to recommend products, making the experience more personal.

Tim Ogle, CEO at Market Force Europe, said: “Good customer service doesn’t have to be expensive.

“Small, inexpensive changes can have an oversize impact on whether someone buys in your shop and how much they spend.

“For example, our research shows eight of ten shoppers want to be taken to a product when asking about its location.

“It’s these little gems of insight that turn a question into a sale.

“These findings should be a wake-up call to retailers looking for cost-effective ways to grow their business.”

Retail lagged behind the hospitality industry in a list of best service. Hotels were rated first, followed pubs and restaurants and then banks.