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

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Spiller, Achim; Zuhlsdorf, Anke; Mellin, Matthias;
(2007)
  • Subject: Direct Marketing, Customer satisfaction, Regression, Service Quality, Agribusiness, Marketing,

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 org... View more
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