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

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Author Info
Spiller, Achim
Zuhlsdorf, Anke
Mellin, Matthias
Abstract

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.

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Publisher Info
Paper provided by International European Forum on Innovation and System Dynamics in Food Networks in its series 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria with number 6607.

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Date of creation: 2007
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Handle: RePEc:ags:iefi07:6607

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Web page: http://uf.ilb.uni-bonn.de/innovation2007
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Related research
Keywords: Direct Marketing; Customer satisfaction; Regression; Service Quality; Agribusiness; Marketing;

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References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Thilmany, Dawn & Bond, Jennifer Keeling & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Interest in Product and Process-Based Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21217, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  2. Kezis, Alan & Gwebu, Thula & Peavey, Stephanie & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), February. [Downloadable!]
  3. Thilmany, Dawn & Watson, Phil, 2004. "The Increasing Role Of Direct Marketing And Farmers Markets For Western Us Producers," Western Economics Forum, Western Agricultural Economics Association, vol. 3(02), December. [Downloadable!]
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This page was last updated on 2009-12-26.

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