One quarter of the 2,000 customers surveyed identified poor service as the main reason for this decreased loyalty.
One major issue cited was the number of times customers had to repeat their complaint to different people within the same company, with 48 per cent saying they had to repeat information during their last communication with a retailer.
All age groups identified repetition as a problem but customers under the age of 35 said it occurred the most frequently, with one in 20 repeating themselves at least five times.
Of those who feel less loyal to retail brands, 37 percent of 18-to-24-year-olds cite service as the key factor versus just 20 percent of those aged 65 and older.
Kana head of worldwide product strategy Steven Thurlow said: "The younger generation has higher expectations of digital channels, collaborative and social communications and asks ‘how hard can it be.’ They won’t take seriously an organisation that is unable to do the basics right, and these expectations are rising all the time."
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