Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations

The importance of direct marketing for high quality farm products has increased during the past few years. This paper analyses the impact of customer satisfaction and its driving forces for farmer- to-consumer direct marketing and is based on a customer survey in 33 organic and conventional on-farm stores in Germany. The results emphasise the role of store atmosphere and customer service as the main influencing factors on customer satisfaction.


Issue Date:
2007
Publication Type:
Conference Paper/ Presentation
Record Identifier:
http://ageconsearch.umn.edu/record/6607
PURL Identifier:
http://purl.umn.edu/6607
Total Pages:
11
Series Statement:
Seminar Paper




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

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