Measuring retail service quality in farm supply cooperatives

Journal Article (Journal Article)

Based on the Retail Service Quality Scale (RSQS), we develop a tool for mangers of local farm cooperative stores to assess which customer service groups matter to their customers. Principal component analysis (PCA) reveals three customer groups. The results of the multinomial logit model showed younger patrons and homeowners are likely to deem customer service and personal interaction as important. Customers, who consider appearance and accessibility as important, are college graduates and persons dependent on farming. Older patrons and wildlife enthusiasts are likely to view the policies and reliability as important factors of service quality. © 2011 International Food and Agribusiness Management Association (IFAMA).

Duke Authors

Cited Authors

  • Wilson, N; Hall, T; Fields, D

Published Date

  • May 9, 2011

Published In

Volume / Issue

  • 14 / 1

Start / End Page

  • 1 - 22

Electronic International Standard Serial Number (EISSN)

  • 1559-2448

International Standard Serial Number (ISSN)

  • 1559-2448

Citation Source

  • Scopus