Ocado has emerged as the top food retailer for customer satisfaction, as overall ratings across the sector fell to their lowest level since 2015.

Figures from the latest UK Customer Satisfaction Index (UKCS), revealed that the online grocery retailer secured the highest shoppers satisfaction out of a ranking of ten UK businesses.

The data also showed that a third of UK shoppers (31.3%) were more willing to pay for premium goods and services, despite the cost-of-living crisis, prioritising excellent service, even if it costs more.

Likewise, the figures revealed that nearly half (41%) of customers dissatisfied with a business said they would avoid using it again.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The report aimed to shed light on the strong returns to be gained for businesses that prioritise greater services and demonstrated they have high earnings (EBITDA) and staff productivity than their competitors.

Institute of Customer Service CEO Jo Causon said: “These latest figures are a clear signal to business leaders and board members that customer service is not an optional extra, but a strategic imperative.

“Customers are demanding better service, especially in times of rising costs and uncertainty. They will not hesitate to switch to organisations that they can trust to deliver on their expectations.”

The report follows Ocado posting strong fourth quarter trading, as it returned to positive earnings for the full year after celebrating its “biggest Christmas ever”.