I suspect that consumers have wanted good value for as long as humans have been paying for goods and services. You might be interested in some of the graffiti discovered in Pompeii and Herculaneum. Here one person praised the food and …er… other services he enjoyed at a bar and inn joined to the maritime baths:

Apelles the chamberlain with Dexter, a slave of Caesar, ate here most agreeably and had a screw at the same time.

But just like today, if a customer received bad service he was quick to tell everyone. They didn’t have Yelp or Reddit to complain on, so they wrote on walls:

We have wet the bed, host. I confess we have done wrong. If you want to know why, there was no chamber pot

Two friends were here. While they were, they had bad service in every way from a guy named Epaphroditus. They threw him out and spent 105 and half sestertii most agreeably on whores.

What a lot of tricks you use to deceive, innkeeper. You sell water but drink unmixed wine

These are from Prof Brian Harvey, who has compiled them from the Corpus Inscriptionum Latinarum.