Retail businesses in the South West could be facing a cheeky threat to their bottom line after new research suggests that customers regard high levels of cleanliness in customer toilet facilities as just as important as good customer service.

The MORI survey for Portaloo explored how customers' impressions of toilet facilities impacted on repeat business, and indicates that sub-standard toilet and washroom facilities could be costing businesses millions in lost revenue.

In addition, many of those questioned for the survey claimed they would take their custom elsewhere if toilet facilities were poor. John Smith, business manager at Portaloo, part of Portakabin Ltd said: "Visiting the loo at any venue or premises is part of the whole 'brand' experience for a customer and it shouldn't be ignored.

"It is important for any business to realise that whether it's the cash desk or the throne room, the customer is king!"

The Director of the British Toilet Association, Richard Chisnell said: "The research undertaken demonstrates just how important it is to have a high standard of toilet facilities.

"These should not be simply an after-thought for any business."