Research carried out on behalf of the Office of Fair Trading underlines the importance of good customer service, according to the government agency.
82% of the 2568 people quizzed by pollsters Opinion Matters said they would tell friends and family never to use a business from which they had received shoddy service.
And almost a third would write a negative review on a company website.
Meanwhile, the rise of social media means some consumers would even â€˜Tweetâ€™ or use Facebook to publish their complaints.
Conversely, 85% said they would recommend a business providing good customer service to their friends and family.
The OFT is asking consumers to look out for its â€˜Approved Codesâ€™ logo, which it says confirms a companyâ€™s commitment to providing an easily accessible and robust complaints procedure.
Charles Wallace, OFT head of codes said: â€œOFT Code approved businesses operate to a higher standard of service.
â€œIf a consumer needs to make a complaint, then they can be assured that it will be dealt with swiftly and effectively.â€
Ex Watchdog presenter Lynn Faulds Wood was also drafted in to add: â€œSavvy consumers need to do their research before buying goods.
â€œUsing an OFT Code approved [business] means they will receive a standard of service higher than that required by law.â€