Measuring Retail Service Quality in Farm Supply Cooperatives

Based on the Retail Service Quality Scale (RSQS), we develop a tool for mangers of local farm cooperative stores to assess which customer service groups matter to their customers. Principal component analysis (PCA) reveals three customer groups. The results of the multinomial logit model showed younger patrons and homeowners are likely to deem customer service and personal interaction as important. Customers, who consider appearance and accessibility as important, are college graduates and persons dependent on farming. Older patrons and wildlife enthusiasts are likely to view the policies and reliability as important factors of service quality.

Goldsmith, Peter D.
Issue Date:
Feb 15 2011
Publication Type:
Journal Article
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Published in:
International Food and Agribusiness Management Review, Volume 14, Issue 1
Page range:
Total Pages:
JEL Codes:
Q13; M30; C25
Series Statement:
Volume 14
Issue 1

 Record created 2017-04-01, last modified 2018-01-22

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