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

Author

Listed:
  • 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.

Suggested Citation

  • Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi07:6607
    DOI: 10.22004/ag.econ.6607
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    References listed on IDEAS

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    1. Thilmany, Dawn D. & 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).
    2. Baer, Alexander G. & Brown, Cheryl, 2006. "Adoption of E-Marketing by Direct Market Farms in the Northeastern U.S," 2006 Annual meeting, July 23-26, Long Beach, CA 21320, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Uva, Wen-fei L., 2002. "An Analysis Of Vegetable Farms' Direct Marketing Activities In New York State," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-4, March.
    4. Uva, Wen-fei L., 2002. "An Analysis of Vegetable Farms' Direct Marketing Activities in New York State," Research Bulletins 122632, Cornell University, Department of Applied Economics and Management.
    5. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Producers Characteristics and Status of Their Businesses," P Series 36725, Rutgers University, Department of Agricultural, Food and Resource Economics.
    6. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Consumer Trends, Preferences, and Characteristics," P Series 36722, Rutgers University, Department of Agricultural, Food and Resource Economics.
    7. Thilmany, Dawn D. & Watson, Philip, 2004. "The Increasing Role Of Direct Marketing And Farmers Markets For Western Us Producers," Western Economics Forum, Western Agricultural Economics Association, vol. 3(2), pages 1-7, December.
    8. Kambara, Kenneth M. & Shelley, Crispin L., 2002. "The California Agricultural Direct Marketing Study," Research Reports 317879, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    9. Henneberry, Shida Rastegari & Agustini, Haerani N., 2004. "An Analysis Of Oklahoma Direct Marketing Outlets: Case Study Of Produce Farmers' Markets," 2004 Annual Meeting, February 14-18, 2004, Tulsa, Oklahoma 34710, Southern Agricultural Economics Association.
    10. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & 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), pages 1-9, February.
    11. Bolten, Jan & Kennerknecht, Raphael & Spiller, Achim, 2006. "Perspectives of small retailers in the organic market: Customer satisfaction and customer enthusiasm," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10042, European Association of Agricultural Economists.
    12. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    Cited by:

    1. Elisa Giampietri & Dieter B. A. Koemle & Xiaohua Yu & Adele Finco, 2016. "Consumers’ Sense of Farmers’ Markets: Tasting Sustainability or Just Purchasing Food?," Sustainability, MDPI, vol. 8(11), pages 1-14, November.
    2. Dumitrescu, Carmen Simona & Pet, Elena & Salasan, Cosmin & Stanciu, Sorin, 2022. "Direct Sale Of Products From The Farm," MPRA Paper 116154, University Library of Munich, Germany.

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    Keywords

    Agribusiness; Marketing;

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