The Commonwealth Games will bring waves of tourists into Glasgow this summer, writes Calum McMillan.

But a retail expert claims visitors to the city's hospitality providers - hotels, restaurants bars and shops - might not recommend a return visit if they suffer poor customer service.

David Capaldi, CEO of Opinurate, who also owns city firm MacGregor and MacDuff Kiltmakers, says:. "During the Commonwealth Games, public reviews will be even more prominent (than usual), with the world's media acting as a real-life 'TripAdvisor' throughout the 11 day event.

"It is therefore essential that Glasgow's hospitality operators understand their customers' wants and needs ahead of this year's Games."

Opinurate uses a range of cloud-based research techniques, which were developed in Glasgow, to offer instant feedback and analysis of trends in their customer base and react to any issues. Mr Capaldi believes that a poor reaction time to customer feedback in the hospitality sector in Scotland is stopping companies from developing strong and trustworthy brands that inspire customer loyalty.

American companies such as Amazon, Zappos and Hyatt Hotels are leaders in customer service because they use technology to put their customers at the centre of everything they do. In America customers are less negatively affected by bad service than customers in the UK, with only 44% switching to a competitor after bad service compared with 50% in the UK.

Research from the Lexis Agency, a PR firm specialising in brand identity and customer loyalty, has shown that online reviews and recommendations on websites as such as TripAdvisor and Google that have the most impact on potential customers. Advice from friends came second and advertising had even less impact.

Though a lot of these reviews can be exaggerated and inaccurate, the impact they have on the Hospitality sector is undeniable. With the right systems in a place it is possible to turn negative criticisms into positive results, as a hotel owner whose business was compared to Faulty Towers proved, but according to Mr Capaldi, whose company works with a wide range of clients including M & Co, Scottish business are lagging in adopting these systems.

He said: "Hospitality businesses are missing opportunities to right wrongs and to build relationships of trust with their customers. Being a trusted brand in these days of online recommendation is the only sure-fire way of ensuring longevity in a crowded, competitive marketplace and of course increasing profit.

"Scottish hospitality outlets in my experience are clearly falling behind. Many of the brands in Scotland are vulnerable as the first instance they know that their customers haven't had a brilliant time with them is when it impacts directly on their bottom line."

Mr Capaldi suggests that while business owners are investing in staff and venues there are failing to ask whether a customer has enjoyed their experience and react to that feedback.

"Customers will not always volunteer if simple things like lighting or parking put them off visiting. Or that the food and entertainment choices need tweaking for different markets at different times. The simple act of asking customers for feedback is a visible sign that management don't take success for granted."