Dissatisfaction with customer service at traditional TV and hi-fi multiples will fuel supermarkets' growth in electrical goods sales, it was claimed this week.

An online survey of 1,000 shoppers by NKD Group indicated that Currys/Dixons was the chain that most frequently disappointed customers, with half asked saying its service fell short of expectations.

Comet had a 47% disapproval rating. Conversely, 85% of respondents said service at Tesco met or exceeded expectations, with Sainsbury's racking up a 84% approval rating.

The results demonstrated that the promise of low prices was not the only factor that would drive shoppers away from traditional electrical retailers, said Sue Stoneman, NKD Group MD. "The electrical retailers aren't giving us a reason to stay with them, either in terms of price, product knowledge or service."

The survey indicated 74% would not use an organisation or brand again after receiving unhelpful service.