'Computer buyers like shop assistants to be knowledgeable and helpful'

People setting out to buy a new computer like shop assistants to have a good knowledge of the subject and to offer good after-sale service, a new study reveals.

Which? Computing recommended that consumers steer away from the larger computer retailers and aim for other stores like John Lewis if they planned to buy a new computer to surf the internet and use VoIP hardware.

Jaclyn Clarabut, assistant editor of Which? Computing, said some stores that have not traditionally specialised in computers or IT are offering better service than the established technology retailers as they increase their investment in the sector.

Ms Clarabut added: "People are really happy with Apple and John Lewis because their staff are available, they're on hand to answer any questions and they are knowledgeable."

Some of the major technology brands scored poorly in a recent customer service survey from Which? Computing, with PC World managing only 42 per cent, while Currys and Comet came out with 45 per cent each.