North beats South for supermarket customer service

Supermarkets in the south of England give worse customer service than their northern counterparts, according to new research.

As part of a mystery shopper survey, market researcher ESA visited 600 large supermarkets. It measured whether staff greeted customers with a smile, said please and thank you, stated the cost of purchases, and said goodbye.

The UK was broken down into ITV franchises, and the worst scorer was the LWT region, covering London and the South East.

The three highest scorers were the English and Scottish borders, East Anglia, and the highlands of Scotland regions.

ESA head of marketing Guy Palmer said: “It’s primarily to do with the level of competition for staff. Stores that are forced to rely on casual workers – and this is particularly prevalent in London – find it more difficult to instil the culture and values of the company in their staff.”

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