That’s according to the results of a survey conducted by Echo Managed Services, which suggests a better public image can increasingly make a company more attractive, even compared to competitors offering lower prices.
Around 12% of the 1,000 people surveyed said they would be likely to give more weight to corporate social responsibility than price when choosing a supplier.
Another 16% say they would switch providers if their current supplier became involved in a public scandal, such as being exposed for poor customer service or in instances such as Volkswagen’s emissions scandal.
A third stated they would change suppliers to protest against poor customer service and a fifth claimed they would switch if advised to do so by experts in the media.
Despite this, price still remains a motivating factor for most consumers – 61% said they would switch to avoid price hikes.
Monica Mackintosh, Customer Services Director at Echo Managed Services, said: “Businesses – whether they operate in a competitive or monopoly market – need to be more conscious about how they are perceived by customers and rather than engaging in a race to the bottom pricewise, should be putting more focus on general business practices.”