Korean Journal of Agricultural Science (농업과학연구)

Institute of Agricultural Science, CNU (충남대학교 농업과학연구소)
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An analysis on enhancement of customer satisfaction for conversion farm with $2^{nd}$ and $3^{rd}$ industry

2.3차 산업 융합 농장의 고객 만족 요인 분석

  • Jang, Hyun-Dong (Section of Farm Management & Information, Chungchongnam_do Agricultural Research & Extension Services) ;
  • Kim, Soung-Hun (Dept. of Agricultural Economics, Chungnam National University)
  • Received : 2011.11.07
  • Accepted : 2011.12.18
  • Published : 2011.12.31
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Abstract

This study aimed at finding the factors impacting customer satisfaction (CS) for conversion farm with $2^{nd}$ and $3^{rd}$ industry, because the most important thing in the conversion farm is enhancing customer satisfaction. The data on CS from 173 pumpkin farm's customers by on-line survey were gathered. The analysis using structural equation model with Amos was carried out. Product, service and purchasing were determined as 3 factors impacting to CS. The result showed that purchasing is the biggiest contributor to CS. It means the customers using on-ine market are very sensitive to farm's brand and logistics. It is also found that conversion with processing and farm experience activity is definitely affecting to building customer's trust. In conclusion, making efforts on enhancing CS in conversion farm is the key to success.

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References

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