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Developing marketing strategies for green grocers: An application of SERVQUAL

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  • 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)

Abstract

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.

Suggested Citation

  • David B. Eastwood & John R. Brooker & James D. Smith, 2005. "Developing marketing strategies for green grocers: An application of SERVQUAL," Agribusiness, John Wiley & Sons, Ltd., vol. 21(1), pages 81-96.
    • Handle: RePEc:wly:agribz:v:21:y:2005:i:1:p:81-96
    DOI: 10.1002/agr.20032
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    References listed on IDEAS

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    Cited by:

    1. Hayat Belaid & Ahmed Bouchenafa & Abd Elkader Barich & Karima Maazouzi, 2015. "The Quality of Health Services in Bechar Public Hospital Institution," International Journal of Social Sciences, International Institute of Social and Economic Sciences, vol. 4(2), pages 1-14, May.
    2. Michael A. Gunderson & Allan W. Gray & Jay T. Akridge, 2009. "Service quality in agronomic inputs: does the hierarchical model apply?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(4), pages 500-519.
    3. Hayat Belaid & Ahmed bouchenafa & Abd Elkader Barich & Karima Maazouzi, 2014. "The Quality of Health Services in Bechar Public Hospital Institution," Proceedings of International Academic Conferences 0101005, International Institute of Social and Economic Sciences.
    4. 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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