Customer Satisfaction in Farmer-to-consumer Direct Marketing

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Lulfs-Baden, Frederike; Spiller, Achim; Zuhlsdorf, Anke; Mellin, Matthias;
  • Subject: direct marketing, customer satisfaction, partial least square analysis, service quality, farm products, Consumer/Household Economics, Marketing, Production Economics, Q10, Q13, Q16,

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 1,53... View more
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