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