Residents in Shanghai are more loyal to supermarkets than ever before, but are less satisfied with the service, according to the latest survey.

The survey says shopping for food is the main purpose of supermarket visits. Of those surveyed, 90 percent choose the supermarket first when purchasing groceries.

The survey, conducted by the Shanghai Quality Association, interviewed 2,714 customers in 29 supermarkets around the city in the past month.

Consumer loyalty to supermarkets has risen to a five-year high, with the loyalty index at 85.9, 4.04 points higher than last year, according to the association.

The annual survey has been conducted by the association for five straight years.

"Supermarkets have become the main form of retailing business and are popular for their wide variety of products and convenience," the association said in a statement.

Several residents contacted by Shanghai Daily yesterday say they prefer supermarkets over wet markets.

"I am concerned about food safety after so many reports about the dirty production of certain foods," said Lu Ying, a housewife. "I believe food at supermarkets will be better although the price is not negotiable and I have to wait in long lines to pay."

The customer satisfaction index is 76.48, slightly lower than last year's 76.68. The figure was 79.83 in 2003 and 79.94 in 2002.

Customers have complained the most about long lines at check out counters, poor attitudes by supermarket employees and the lack of good signage to help people find items easier.

(Shanghai Daily March 18, 2005)