Growing competition in the service sector demands the establishment of new standards and the implementation of more customer-oriented approaches. In this context, it becomes particularly interesting to explore where customers find comfort and professionalism, and where their expectations remain unmet.

According to the public opinion survey „Service quality and customer experience in Georgia” conducted by ACT Research (ACTR), the population of Georgia rated the quality of service above average: with a score of 7.04 out of 10, which is an increase of 0.4 points compared to 2023 (2023: 6.64 points).  

Leading sectors

According to the research, pharmacy services maintain their leading position in 2025 (8.75 points), and this indicator has improved compared to 2023 (8.59 points). It seems that pharmacies continue to provide tailored services to customers, which leads to high satisfaction.
The second and third places are occupied by:

• Entertainment-educational services – 8.26 points
• Beauty and personal care services – 8.24 points

These sectors are services that determine the emotional and social well-being of the customer, and their high ratings indicate service quality and customer-oriented approaches.

In 2023, delivery services (8.2 points) were also in the top three, but their satisfaction level decreased in 2025, which may be related to service shortcomings or a decline in service quality.

Additionally, satisfaction levels have increased in nearly all service sectors, except for delivery services and supermarkets, hypermarkets, minimarkets, stores, and malls. This suggests that these sectors have failed to establish an emotional connection with the customer and improve the customer experience.

Where does the service fail to meet expectations?

The research identified service sectors that fail to meet customer expectations and received the lowest ratings. In 2025, the population of Georgia is least satisfied with the healthcare services received:

• Hospitals, clinics, laboratories – 6.98 points
• • Insurance services – 7.23 points

This indicates that the healthcare sector requires improvement and a greater focus on customer orientation.

Additionally, satisfaction with public transportation services is rated relatively low (7.62), as well as service received in supermarkets, hypermarkets, minimarkets, stores, and malls (7.66).

What do customers expect from services?

Against this background, it was interesting to explore what customers value when receiving services. When evaluating services, customers place the greatest importance on:

• Courtesy and attentiveness of service personnel – 42%

• Qualification and professionalism – 18%
• Speed and efficiency – 9%

It is noteworthy that these priorities remain unchanged compared to 2023, indicating their stability. Considering these data is important for companies that aim to increase customer loyalty levels and gain a competitive advantage in the market.

*The survey was conducted through random sampling among 804 adult individuals across Georgia. The survey took place from April 22 to 26, 2025. The statistical margin of error for the data is, on average, no more than 3.5%. The method used was telephone surveys.

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This study was conducted at the initiative of the company “ACT Research” (ACTR) within the framework of its Corporate Social Responsibility (CSR) program, under the rubric “The Voice of the Customer.”

ACTR’s CSR policy is based on an approach focused on public well-being and the generation of timely, evidence-based data to better understand societal issues. To this end, ACTR periodically conducts public opinion research in four main areas:

“Voice of Society” – studying social and civic attitudes;
“Voice of the Consumer” – analysis of consumer behavior and needs;
“Voice of Business” – research on private sector trends and expectations;
“Digital Trends” – monitoring technological and digital changes.

The goal of the initiative is to improve access to data and promote informed, public interest–based decision-making in both the private and public sectors.

ACTR ensures data transparency and accessibility – as one of the key mechanisms for creating public value.