Customer satisfaction in short food supply chains: a multiple criteria decision analysis approachCustomer satisfaction in short food supply chains: a multiple criteria decision analysis approach Peer-Reviewed Journal Publication Δημοσίευση σε Περιοδικό με Κριτές 2023-12-222023enIn 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.http://creativecommons.org/licenses/by/4.0/Food Quality and Preference104Tiganis_et_al_Food Qual. Preference_104_2023.pdfChania [Greece]Library of TUC2023-12-22application/pdf1.4 MBfree Tiganis Antonios Grigoroudis Evangelos Γρηγορουδης Ευαγγελος Chrysochou, Polymeros Elsevier Short food supply chains (SFSCs) Customer satisfaction Marketing mix Multicriteria satisfaction analysis (MUSA) Food retail