|
AgEcon Search >
European Association of Agricultural Economists >
98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/10042
|
| Title: | Perspectives of small retailers in the organic market: Customer satisfaction and customer enthusiasm |
| Authors: | Bolten, Jan
Kennerknecht, Raphael
Spiller, Achim |
| Keywords: | retail marketing
success factor
organic marketing
regression analysis |
| Issue Date: | 2006 |
| Series/Report no.: | Seminar Paper |
| Abstract: | In this paper we discuss the impact of customer satisfaction
and enthusiasm on the performance of small retailers in the organic food
market. The analysis of customer satisfaction and shop data confirm
essential economic effects. The study is based on 948 customer
interviews and an analysis of management ratios of 12 organic food
shops in Germany. The results show that customer satisfaction is a
relevant key to sales performance. Regression analysis reveals that overall
customer satisfaction accounts for 32 % of sales per square meter sales
area. An additional factor analysis identifies service and product quality
as main determinant s of customer satisfaction. Consumer s consider the
freshness of fruit and vegetables as representative for the quality of the
whole assortment. A correlation analysis demonst rates that customer
enthusiasm is a more accurate factor in the recommendation of shops
than customer satisfaction. The paper ends with managerial and scientific
implications. |
| URI: | http://purl.umn.edu/10042 |
| Institution/Association: | European Association of Agricultural Economists>98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece |
| Total Pages: | 20 |
| Language: | English |
| Collections: | 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece
|
Files in This Item:
| File |
Size | Format |
|---|
| sp07bo08.pdf | 143Kb | PDF | View/Open |
|
Recommend this item
All items in AgEcon Search are protected by copyright.
|
