A new Harris Poll conducted by Cintas Corporation (NASDAQ: CTAS) found that consumers take online reviews seriously—particularly when it comes to reviews about the cleanliness of a business. The survey, conducted online for Cintas by Harris Poll from April 9-13, 2015 among 2,023 adults ages 18 and older, revealed that 85 percent of respondents would not patronize businesses with negative online reviews about the cleanliness of its facilities. Restaurants (75 percent) and hotels (70 percent) ranked at the top of the list of businesses where cleanliness most greatly impacted buying habits.
“With the increased use of consumer review sites, consumers form a perception of a business long before they set foot in the door,” said Dave Mesko, Senior Director of Marketing, Cintas Corporation. “This study shows that if your business is dirty and someone mentions that in an online review, it will have a negative impact on your bottom line.”
The top five businesses affected by negative online reviews include:
- Restaurant: 75 percent
- Hotel: 70 percent
- Doctor’s office: 68 percent
- Hospital: 67 percent
- Hair/Nail Salon: 56 percent
Respondents also listed grocery stores, convenience stores, retail stores, entertainment parks and gas stations as businesses that they would not patronize after reading negative online reviews regarding the cleanliness of their facilities.
The study also found that gender impacts buying habits after reading a review online about the cleanliness of a business. Women are less likely to do business with most types of facilities receiving dirty reviews. Eighty-one percent of female respondents would not visit a restaurant with reported cleanliness issues while only 70% of men said the same. Doctor’s office visits by women would also be affected as 73% of women surveyed would not patronize an office that had negative online reviews about its cleanliness, compared to 62% of men. Respondents with children in the household are also less likely to patronize any business with negative reviews about its cleanliness.
“This study reaffirms that patrons put a premium on the cleanliness of a business,” Mesko added. “To stay competitive, organizations should put cleaning strategies in place to maintain their facilities at peak cleanliness levels no matter the time of day. This will help improve the opportunity for a positive guest experience---and online review.”
This survey was conducted online within the United States by Harris Poll on behalf of Cintas from April 9-13, 2015 among 2,023 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jennifer Petersen at email@example.com .
About Cintas Corporation:
Headquartered in Cincinnati, Cintas Corporation provides highly specialized services to businesses of all types primarily throughout North America. Cintas designs, manufactures and implements corporate identity uniform programs, and provides entrance mats, restroom cleaning and supplies, tile and carpet cleaning, promotional products, first aid, safety, fire protection products and services. Cintas is a publicly held company traded over the Nasdaq Global Select Market under the symbol CTAS and is a component of the Standard & Poor’s 500 Index.
Contact: Jennifer Petersen
Mulberry Marketing Communications