Dixons Stores Group (DSG), which operates electronics and computer stores throughout Europe, has launched a large customer support operation to capitalise on the increasing frustration of consumers with high-tech items.

The service, called 'The TechGuys', is running in the UK and will be expanded throughout Europe, but DSG did not give a specific time frame. DSG operates 1,450 stores in 27 countries under brands such as PC World, Currys and Dixons.co.uk.

The company said it could invest up to £50m over the next five years, with up to 2,000 hires. The service will be available 24 hours a day and 365 days a year. Within the UK, the service can handle 16,000 home visits per week.

The cost of a tech service call was not immediately available. The service will provide support for home IT and audio and visual technology, DSG said.

The TechGuys will run using a state-of-the-art call centre, one of Europe's largest technical databases and a spare parts vault with two million components, DSG said.

DSG said it commissioned a survey that found 79 percent of UK adults routinely need help with their tech purchases, with 43 percent waiting a week or longer for aid.

The UK market for technical support services is estimated at £1bn, DSG said.