In Taiwan, word of poor service spreads faster than reports of good service, according to a survey published by American Express on Wednesday.
On average, Taiwanese consumers will share their experience of good service with 18 friends, but will complain to at least 29 friends about bad service, the poll showed.
Taiwan’s consumers were found to be the least tolerant of bad service, compared with other countries, with as many as 69 percent likely to opt for changes if a service proves unsatisfactory.
Ranking second was Italy with 64 percent, followed by Mexico with 63 percent and the UK with 61 percent.
In addition, more than 70 percent of Taiwanese consumers are willing to spend an extra 10 percent for better services, while up to 53 percent of consumers agree that good service experiences have a great impact on brand image, the poll showed.
As for Internet purchases, 74 percent of Taiwanese customers said they had canceled purchases because of poor service.
The percentage is even higher among consumers who purchase online on a daily or weekly basis, with 80 percent reporting termination of deals.
Businesses should not view services as a part of their operating costs, but as a long term investment, said Kenneth Lee, chairperson and general manager of American Express International (Taiwan).
The essence of delivering excellent services is trying to serve consumers from their viewpoint, he added.
The survey conducted in Taiwan late last year among 1,000 respondents was part of a global survey of consumers over the age of 18 by American Express.
It had a margin of error of 3.1 percent and a confidence level of 95 percent.