Institutional Repository [SANDBOX]
Technical University of Crete
EN  |  EL

Search

Browse

My Space

Customer satisfaction in short food supply chains: a multiple criteria decision analysis approach

Tiganis Antonios, Grigoroudis Evangelos, Chrysochou, Polymeros

Full record


URI: http://purl.tuc.gr/dl/dias/ACF51AEB-043F-477A-A833-A7A3E70D7BCC
Year 2023
Type of Item Peer-Reviewed Journal Publication
License
Details
Bibliographic Citation A. Tiganis, E. Grigoroudis, and P. Chrysochou, “Customer satisfaction in short food supply chains: a multiple criteria decision analysis approach,” Food Qual. Preference, vol. 104, Mar. 2023, doi: 10.1016/j.foodqual.2022.104750. https://doi.org/10.1016/j.foodqual.2022.104750
Appears in Collections

Summary

In this paper, we study customer satisfaction in short food supply chains. Specifically, we address how elements of the marketing mix of short food supply chains drive customer satisfaction. Our empirical work is based on a survey adopting a method known as the multicriteria satisfaction analysis. Our results show that the process of sales and the producers are the most important marketing mix elements and receive strong indications of customer satisfaction, thus offering a competitive advantage for short food supply chains. Pricing, place, purchase environment, and promotion can be described as potential threats to short food supply chains. Finally, the product is rated as low in importance but high in satisfaction, which suggests that consumers take its premium quality for granted. Our results suggest that emphasis should be placed on the processes of sales and producers.

Available Files

Services

Statistics