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Measuring Retail Service Quality in Farm Supply Cooperatives

Author

Listed:
  • Wilson, Norbert L.W.
  • Hall, Thomas
  • Fields, Deacue

Abstract

Based on the Retail Service Quality Scale (RSQS), we develop a tool for mangers of local farm cooperative stores to assess which customer service groups matter to their customers. Principal component analysis (PCA) reveals three customer groups. The results of the multinomial logit model showed younger patrons and homeowners are likely to deem customer service and personal interaction as important. Customers, who consider appearance and accessibility as important, are college graduates and persons dependent on farming. Older patrons and wildlife enthusiasts are likely to view the policies and reliability as important factors of service quality.

Suggested Citation

  • Wilson, Norbert L.W. & Hall, Thomas & Fields, Deacue, 2011. "Measuring Retail Service Quality in Farm Supply Cooperatives," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(1), pages 1-22, February.
    • Handle: RePEc:ags:ifaamr:100763
    DOI: 10.22004/ag.econ.100763
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    Cited by:

    1. Jaqueline Marcis & Sandro Cesar Bortoluzzi & Edson Pinheiro Lima & Sérgio Eduardo Gouvêa Costa, 2019. "Sustainability performance evaluation of agricultural cooperatives’ operations: a systemic review of the literature," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(3), pages 1111-1126, June.

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