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The Future of Organic Retailing Stores: A Customer Satisfaction Survey

Lüth, Dr. Maren; Spiller, Prof. Dr. Achim and Lülfs, M. Sc. Frederike (2006) The Future of Organic Retailing Stores: A Customer Satisfaction Survey. Paper at: Joint Organic Congress, Odense, Denmark, May 30-31, 2006.

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Summary

This study analyses the impact of customer satisfaction on economic success considering as an example the organic food retail trade. In addition, the influence of customer satisfaction on customer loyalty is examined. The study is based on 885 customer interviews and an analysis of management ratios of 11 organic food shops. The results show that customer satisfaction is a relevant key to economic success. Regression analysis results show, that some 45 % of sales per m² can be explained by the overall satisfaction of customers. The collateral inquiry of customer and shop data allows the confirmation of an essential economic effect. A further analysis identifies the quality of goods, information and service, the atmosphere, the price-performance ratio and the trust in employees as main determinants of customer satisfaction. In a second step the influence of customer satisfaction on the willingness to change shops is analysed. The results of an online survey among 170 customers show that customer satisfaction and commitment are necessary preconditions for the economic success of small organic food shops, but they are not sufficient to explain customer loyalty.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: International Conferences > 2006: Joint Organic Congress > Theme 11: Understanding consumption
Deposited By: Lülfs, M. Sc. Agr. Frederike
ID Code:7486
Deposited On:09 May 2006
Last Modified:12 Apr 2010 07:32
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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