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Consumers willing to spend for service

Australian consumers are more likely to spend money on superior service and higher quality products rather than seeking out an easy bargain, a new survey has revealed.

The survey, conducted by WOMO.com.au, found that 87 percent of respondents rate high expertise and quality service as very important factors in making them return to a business, while only 35 percent rated low prices and other discounts as important.

“It’s apparent from these results that the consumer-business relationship is changing. People now seek a high-quality product or service first, and consider cost a lesser priority. This means businesses should be investing in staff training and using premium materials rather than cheap gimmicks and promotions,” says Fiona Adler, founder of WOMO.com.au.

The survey asked respondents to rank different factors in the categories of personal care and grooming, food service, and tradespeople.

Over 80 percent of respondents said courteous staff are a key factor in convincing them to return to a personal care business, while only 40 percent highlighted location.

When it comes to food service, it seems Australians have developed a sophisticated appetite, with 93 percent of respondents rating good quality food and beverages as the most important factor in bringing them back to an establishment.

Less than 30 percent rated low prices and other promotions as important.

A high level of expertise and good communication skills are key when it comes to choosing tradespeople, with 93 percent and 81 percent respectively ranking these factors highly.

Adler says the key to attracting customers and keeping them happy is listening to their feedback.

She says, “Consumers are also more vocal now than ever before, by telling businesses how they feel online. By tapping into this feedback, businesses should be able to create a successful model to build a more loyal customer base.”

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Gina Baldassarre

Gina Baldassarre

Gina is a journalist at Dynamic Business. She enjoys learning to ice skate and collecting sappy inspirational quotes.

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