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Perspectives of small retailers in the organic market: Customer satisfaction and customer enthusiasm

Author

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  • Bolten, Jan
  • Kennerknecht, Raphael
  • Spiller, Achim

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.

Suggested Citation

  • Bolten, Jan & Kennerknecht, Raphael & Spiller, Achim, 2006. "Perspectives of small retailers in the organic market: Customer satisfaction and customer enthusiasm," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10042, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae98:10042
    DOI: 10.22004/ag.econ.10042
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    Cited by:

    1. Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.

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