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Customer Satisfaction in Farmer-to-consumer Direct Marketing

Author

Listed:
  • Lulfs-Baden, Frederike
  • 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 analyzes the impact of customer satisfaction and its driving forces for farmer-to-consumer direct marketing and is based on a customer survey among 1,537 customers in 33 organic and conventional on-farm stores in Germany. The results emphasize the role of store atmosphere, customer service and product quality as the main factors which influence customer satisfaction.

Suggested Citation

  • Lulfs-Baden, Frederike & Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2008. "Customer Satisfaction in Farmer-to-consumer Direct Marketing," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 11(2), pages 1-24, May.
    • Handle: RePEc:ags:ifaamr:53644
    DOI: 10.22004/ag.econ.53644
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    Citations

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    Cited by:

    1. von Hardenberg, Louisa & Heise, Heinke, 2020. "Einflussfaktoren auf die Bereitschaft deutscher Fleischereifachgeschäfte und Direktvermarkter zum Angebot von Tierwohlfleisch - Eine PLS-Analyse," 60th Annual Conference, Halle/ Saale, Germany, September 23-25, 2020 305588, German Association of Agricultural Economists (GEWISOLA).
    2. von Hardenberg, Louisa & Heise, Heinke, 2020. "Einflussfaktoren auf die Bereitschaft deutscher Fleischereifachgeschäfte und Direktvermarkter zum Angebot von Tierwohlfleisch - Eine PLS-Analyse," 60th Annual Conference, Halle/ Saale, Germany, September 23-25, 2020 305588, German Association of Agricultural Economists (GEWISOLA).
    3. Chao-Chien Chen & Hsiu-Ping Yueh & Chaoyun Liang, 2016. "Strategic Management of Agribusiness: Determinants and Trends," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 12(4), pages 69-97.
    4. Annabell Franz & Christian Schaper & Achim Spiller & Ludwig Theuvsen, 2010. "Geschäftsbeziehungen zwischen Landwirten und Lohnunternehmen: Ergebnisse einer empirischen Analyse," Journal of Socio-Economics in Agriculture (Until 2015: Yearbook of Socioeconomics in Agriculture), Swiss Society for Agricultural Economics and Rural Sociology, vol. 3(1), pages 195-230.
    5. Sandip Solanki & Krishna Murthy Inumula, 2021. "Farmers Markets: An Analysis of the Determinants of Consumers Attitudes and Behavior," Asian Journal of Agriculture and rural Development, Asian Economic and Social Society, vol. 11(1), pages 63-70, March.
    6. Solankia, Sandip & Inumula, Krishna Murthy, 2021. "Farmers' Markets: An Analysis of the Determinants of Consumers' Attitudes and Behavior," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 11(01), January.
    7. Szabó, Dorottya & Juhász, Anikó, 2015. "Consumers’ and producers’ perceptions of markets: service levels of the most important short food supply chains in Hungary," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 117(2), pages 1-8, August.
    8. Padilla Bravo, Carlos Antonio & Spiller, Achim & Villalobos, Pablo, 2012. "Are Organic Growers Satisfied with the Certification System? A Causal Analysis of Farmers’ Perceptions in Chile," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(4), pages 1-22, November.
    9. Wille, Stefan Clemens & Barklage, Britta & Spiller, Achim & von Meyer-Höfer, Marie, 2018. "Challenging factors of farmer-to-consumer direct marketing: An empirical analysis of German livestock owners," DARE Discussion Papers 1807, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    10. Chen, Chao-Chien & Yueh, Hsiu-Ping & Liang, Chaoyun, 2016. "Employee Perceptions and Expectations of Online Marketing Service Quality: An Investigation of Farmers’ Associations in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-16, February.

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