Rude retailers are a constant source of complaints say Consumer Affairs staff but they also say customers need to know their rights and not be so willing to be trampled on.

The watchdog body spoke out after statistics show complaints across the board are on the rise ¿ jumping seven percent to 985 last year.

Enforcement officer Rhonda Daniels said: "We get a lot of calls about customer service ¿ retailers being rude. But the majority want to work it out."

She said complaining customers thought they had addressed their problem just by taking it up with the sales person but dealing with the manager was vital.

"The salesperson probably doesn't have the authority to resolve a complaint. They will just tell you what the store policy is. We feel customers want us to do the work for them."

Her colleague Karen Marshall said: "Bermudians don't like confrontation, we don't like to deal with issues. If we can get someone else to deal with them that's great.

"We see a little bit more aggression but we don't speak up for what's right. If they get shot down a couple of times then that's the end."

However, sometimes customers go too far the other way which is equally unhelpful.

"Instead of going in a calm but forceful manner they yell and scream and throw something at people. That's not doing it right."

But the pair agree some stores need to brush up on their understanding of how shoppers might feel if they are sold an unsatisfactory item.

Ms Daniels said: "Retailers may have an idea customer service is 'Good morning, how are you? Here is our product, goodbye.' Their only idea of customer service is to ensure the product doesn't come back, it is off their shelf. Customer services is not just prior to you buying the product. It is the after-sales service. How is that treated when they come back with an issue?"

And Ms Marshall adds: "Retailers are very poor with that. Some of them are getting better. But the poorest really don't want to know you when something has gone wrong."

Sometimes frontline staff weren't told store policies, others were told all about good customer service but refused to take note. But the CAB believes it has made inroads with retailers because they will now call for advice when dealing with difficult customers.

"For us that's a key of success, they want us to come in on training and talk to them," said Ms Marshall.

"I think retailers are hurting. I think they are trying to make sure they keep customers. But I do think they need to pull up their socks with customer service. But the other problem is the type of people they can hire for that wage."

Customers are often perplexed about why guarantees aren't always honoured.

Ms Marshall explained: "A lot of retailers aren't buying into the manufacturers warranty because their customs duty doubles. They pay duty when they ship it in and they pay duty when they ship it out.

"Any warranty ceases to exist when it travels overseas so you have to buy in to it. Some companies do buy into the warranty to a point. They don't buy the full coverage. You are not going to find a retailer with clothing is going to buy into a manufacturers warranty."

That was why retailers often did their own repairs.

A 15 percent 'restocking fee' deducted from refunds has become common in the computer industry and was now filtering down to various other retail arms.

Ms Daniels said people were angry with the deduction. "But businesses spend more money to re-sell a product. Either because it is out of the packaging or it's now an old product so will now have to be sold at a discount."

Ms Marshall said store policies which might only give you a few days to return a defective item didn't override the law.

Under the Sale of Goods Act 2002 goods must of satisfactory quality, be safe and free from defect. The goods must be as described and be fit for their purpose and they should work for a reasonable amount of time.

"The Sale of Goods Act is there to help them. A lot of people don't know the law, which is sad because you should actually know the laws in your own country. It is not that difficult."

Bermudians are often shocked about the prices they pay in stores here.

The Consumer Protection Act protects against gouging, but it requires significant overcharging, a $25 item when everyone else is charging $1 for something very similar. Not surprisingly no can remember it ever being enforced.