DRIVERS FOR CUSTOMER SATISFACTION WITHIN THE TRADITIONAL GERMAN HORTICULTURAL RETAIL

J. Schöps
Plants and horticultural products are bought from many different points of purchase including traditional horticulture retail stores, food retail stores, garden centres and do-it-yourself stores. Due to an attractive pricing policy and a high level of purchase comfort, the latter have been gaining market share. In order to keep up with highly concentrated and fierce competitors, traditional horticulture retail stores must highlight their distinctive features such as high customer orientation. In times of quickly changing consumer needs, concentrating on customer orientation and high customer satisfaction may be the key to survival in a very competitive market. In Germany, little information on consumer satisfaction within small and medium-sized enterprises is available. This research project tries to fill this gap for traditional horti-culture retail stores in Bavaria, Germany. The purchase behaviour of 4,212 customers in 41 retail stores was evaluated through a standardised questionnaire in 2009. There was a strong focus on global satisfaction and customer satisfaction with ex ante evaluated purchase criteria such as product assortment, buying atmosphere, pricing policy and customer-orientated interaction. As different aspects of the purchase criteria have a significant impact on customer satisfaction, customer’s requirements when purchasing plants and other horticultural products can be identified via struc¬tural equation models. Satisfaction drivers such as a plant quality, customer centred behaviour and an attractive price-performance ratio were identified.
Schöps, J. (2012). DRIVERS FOR CUSTOMER SATISFACTION WITHIN THE TRADITIONAL GERMAN HORTICULTURAL RETAIL. Acta Hortic. 930, 175-182
DOI: 10.17660/ActaHortic.2012.930.23
https://doi.org/10.17660/ActaHortic.2012.930.23
purchase behaviour, Partial Least Squares, customer loyalty, attributes
English

Acta Horticulturae