More than a third of US consumers take the internet to exact revenge following a poor service experience, according to a recent study.

The research by NewVoiceMedia finds that 34 per cent of the 2,030 adults surveyed air grievances across their network - utilising social media, internet forums and review channels - after receiving poor service.

The figure leaps to nearly 60 per cent (59.3%) among 25 to 34 year-olds, the group increasingly referred to as 'digital natives' due to the ubiquity of the internet during their lifetime.

Over a quarter of this group believe social media networks (particularly Facebook) are the most effective means for resolving issues, according to the findings, which suggest these trends will take on increasing importance as digital natives attain greater spending power.

Although the bulk of older respondents still prefer more traditional channels for complaining, such as telephone and email, the generational shift towards social network-based complaints poses a significant set of challenges for companies to overcome.

“Not long ago, customers would tell friends and family if they were dissatisfied with service they’d received,” says NewVoiceMedia CEO Jonathan Gale, who commissioned the research.

“While this is damaging to a brand, it’s not nearly as powerful as when customers take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier.”

Aside from the evolving channels for complaints, the survey also records that good service has an equally profound effect on consumer loyalty.

Seventy per cent said it had a considerable influence on their willingness to stay with a service, while 69 per cent said good customer service would lead them to recommend a company to others.

Given the modern potential for complaints for internet complaints to go viral, and the profit risks that accompany this, customer service expert and author Shep Hyken believes a ‘prevention is better than cure’ strategy is more vital now than ever before.

“Give customers a positive experience and they reward you with loyalty," says Hyken.

"Fail and you risk being one of the companies that collectively has lost $41 billion when customers switched to a competitor.”