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Developing marketing strategies for green grocers: An application of SERVQUAL

  • David B. Eastwood

    (Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518)

  • John R. Brooker

    (Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518)

  • James D. Smith

    (Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518)

Registered author(s):

    Successful food retailing depends to a significant degree on providing a positive shopping environment for consumers. The SERVQUAL format is one way of gathering information about shoppers' ideal and actual ratings of an outlet's characteristics. Three modifications of the conventional application of the questionnaire are described. Implementation of the methodology is shown to be an effective tool for a retailer to identify strengths and weaknesses with respect to patrons' evaluations of outlet characteristics. Six green grocers were selected to reflect the diversity of outlets in a state, and the survey was conducted in the spring of 2000. Results indicate consumer ratings vary by feature group for ideal, actual, and actual minus ideal subgroup scores. The information can be used to generate better store-specific strategies to meet consumer expectations. [EconLit citations: C42, Q13.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 81-96, 2005.

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    File URL: http://hdl.handle.net/10.1002/agr.20032
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    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 21 (2005)
    Issue (Month): 1 ()
    Pages: 81-96

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    Handle: RePEc:wly:agribz:v:21:y:2005:i:1:p:81-96
    Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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    1. George J. Stigler, 1961. "The Economics of Information," Journal of Political Economy, University of Chicago Press, vol. 69, pages 213.
    2. Calvin, Linda & Cook, Roberta L. & Denbaly, Mark & Dimitri, Carolyn & Glaser, Lewrene K. & Handy, Charles R. & Jekanowski, Mark D. & Kaufman, Phillip R. & Krissoff, Barry & Thompson, Gary D. & Thornsb, 2001. "U.S. Fresh Fruit and Vegetable Marketing: Emerging Trade Practices, Trends, and Issues," Agricultural Economics Reports 33915, United States Department of Agriculture, Economic Research Service.
    3. Dimitri, Carolyn & Tegene, Abebayehu & Kaufman, Phillip R., 2003. "U.S. Fresh Produce Markets: Marketing Channels, Trade Practices, And Retail Pricing Behavior," Agricultural Economics Reports 33907, United States Department of Agriculture, Economic Research Service.
    4. J.R. McDaniel & Marc A. Louargand, 1994. "Real Estate Brokerage Service Quality: An Examination," Journal of Real Estate Research, American Real Estate Society, vol. 9(3), pages 339-352.
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