Most broadband customers in the UK are put off signing up with a provider if it does not have domestic call centres, a new poll has found.
According to research by ISPreview.co.uk, 82.6 per cent would be discouraged from choosing a company if they knew its call centres were based in another country.
This suggests that British people largely believe they will get a lower standard of customer service if they deal with somebody overseas.
Some 34.6 per cent of those polled said they would rate the quality of their internet service provider's call centre as poor.
Just 31.7 per cent rated it as good, while 26.7 per cent believe it is average and 6.8 per cent are unsure.
Ineffective solutions appear to be the main bugbear among British broadband customers, with 52 per cent saying this is the most irritating thing about call centres.
Meanwhile, 24.2 per cent were annoyed by long waiting times and 10.4 per cent get unhappy with poor sound quality over the phone.
Just 1.9 per cent of respondents said they have no grievances against the call centres they have dealt with.
The findings could partly explain why internet service providers are increasingly taking steps to bring customer service jobs back to the UK.
BT, for instance, reaffirmed its commitment to improving customer service back in January by stepping up recruitment at its domestic call centres.
The company hopes this will help it deliver on its aim to answer more than 80 per cent of customers' calls from within the UK by the end of this year.