Developing marketing strategies for green grocers: An application of SERVQUAL

David B. Eastwood, John R. Brooker and James D. Smith
Additional contact information
David B. Eastwood: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518, Postal: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518
John R. Brooker: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518, Postal: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518
James D. Smith: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518, Postal: Department of Agricultural Economics, University of Tennessee, 2621 Morgan Circle, Knoxville, TN 37996-4518

Agribusiness, 2005, vol. 21, issue 1, 81-96

Abstract: Successful food retailing depends to a significant degree on providing a positive shopping environment for consumers. The SERVQUAL format is one way of gathering information about shoppers' ideal and actual ratings of an outlet's characteristics. Three modifications of the conventional application of the questionnaire are described. Implementation of the methodology is shown to be an effective tool for a retailer to identify strengths and weaknesses with respect to patrons' evaluations of outlet characteristics. Six green grocers were selected to reflect the diversity of outlets in a state, and the survey was conducted in the spring of 2000. Results indicate consumer ratings vary by feature group for ideal, actual, and actual minus ideal subgroup scores. The information can be used to generate better store-specific strategies to meet consumer expectations. [EconLit citations: C42, Q13.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 81-96, 2005.

Date: 2005
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://hdl.handle.net/10.1002/agr.20032 Link to full text; subscription required (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:21:y:2005:i:1:p:81-96

DOI: 10.1002/agr.20032

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().