Customer Satisfaction in Short Food Supply Chains: A Multiple Criteria Decision Analysis Approach

Antonios Tiganis; Evangelos Grigoroudis; Polymeros Chrysochou

doi:10.1016/j.foodqual.2022.104750

Customer Satisfaction in Short Food Supply Chains: A Multiple Criteria Decision Analysis Approach

Antonios Tiganis^*, Evangelos Grigoroudis, Polymeros Chrysochou

^*Corresponding author for this work

Department of Management - MAPP - Research on Value Creation in the Food Sector

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaper › Journal article › Research › peer-review

24 Citations (Scopus)

35 Downloads (Pure)

Abstract

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.

Original language	English
Article number	104750
Journal	Food Quality and Preference
Volume	104
Number of pages	9
ISSN	0950-3293
DOIs	https://doi.org/10.1016/j.foodqual.2022.104750
Publication status	Published - Mar 2023

Keywords

Customer satisfaction
Food retail
Marketing mix
Multicriteria satisfaction analysis (MUSA)
Short food supply chains (SFSCs)

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Tiganis_2023_Customer_satisfaction_in_short_food_supplyFinal published version, 1.31 MBLicence: CC BY

Cite this

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title = "Customer Satisfaction in Short Food Supply Chains: A Multiple Criteria Decision Analysis Approach",

abstract = "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.",

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author = "Antonios Tiganis and Evangelos Grigoroudis and Polymeros Chrysochou",

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doi = "10.1016/j.foodqual.2022.104750",

language = "English",

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journal = "Food Quality and Preference",

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Customer Satisfaction in Short Food Supply Chains: A Multiple Criteria Decision Analysis Approach. / Tiganis, Antonios; Grigoroudis, Evangelos; Chrysochou, Polymeros.
In: Food Quality and Preference, Vol. 104, 104750, 03.2023.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaper › Journal article › Research › peer-review

TY - JOUR

T1 - Customer Satisfaction in Short Food Supply Chains

T2 - A Multiple Criteria Decision Analysis Approach

AU - Tiganis, Antonios

AU - Grigoroudis, Evangelos

AU - Chrysochou, Polymeros

PY - 2023/3

Y1 - 2023/3

N2 - 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.

AB - 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.

KW - Customer satisfaction

KW - Food retail

KW - Marketing mix

KW - Multicriteria satisfaction analysis (MUSA)

KW - Short food supply chains (SFSCs)

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DO - 10.1016/j.foodqual.2022.104750

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Customer Satisfaction in Short Food Supply Chains: A Multiple Criteria Decision Analysis Approach

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Keywords

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