And, when faced with a seemingly impassive company, the outlets by which customers could seek justice - or at least complain - have traditionally involved sending a letter or contacting a call centre.
But a new trend appears to be emerging in which people are taking to social media platforms to air their grievances.
Some 65% of those surveyed said they believed social media was a better way to communicate with companies than call centres.
No surprise here. I wouldn't call it a new trend, either.
There are many well documented examples of using the Net to complain. The one that springs to mind is the musician that had his guitar destroyed by an airline.
I monitor a number of twitter channels and some companies stand out for their shockingly bad service and treatment of users. In fact, for some of them it's rare to see positive comments. It sometimes makes me wonder how they remain in business. Usually, it's because they are not any better than their competitors.