Abstract
Based on the expectancy disconfirmation theory, the study presents a conceptual model exploring consumer perception (perceived service quality, product quality, price, and corporate social responsibility) effect on satisfaction and word of mouth in smallholder horticulture stores. A quantitative analysis using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) was carried. This method was used to identify elements influencing satisfaction and to explore the hypothesised relationships between consumer perceptions, satisfaction, and the spreading of positive word of mouth. The findings identify the perceived service quality and product quality as factors that enhance satisfaction. However, the perceived quality of the product is the only factor that aids word of mouth. Correspondingly, perceived product quality shows a favorable relationship with perceived price. On the other hand, perceived price and corporate social responsibility do not strengthen customer satisfaction, with corporate social responsibility not aiding word of mouth. Furthermore, the study tested the strength of cus-tomer satisfaction as a mediating variable between consumer perception and word of mouth, and none of the results proved significant. Similarly, perceived price does not mediate the path between perceived product quality and customer satisfaction. The study is of benefit to scholars, smallholders, and agricultural policymakers, particularly in emerging economies.
Highlights
As one of the most significant sectors of the economy, the agricultural industry is considered a priority internationally as products produced are a necessity for human existence and survival (Beckman & Countryman, 2021)
The study tested the strength of customer satisfaction as a mediating variable between consumer perception and word of mouth, and none of the results proved significant
The proposed conceptual model consisted of perceived service quality measured using four items adapted from (Severi & Ling, 2013), while perceived product quality consisted of six measurement items adapted from (Washburn & Plank, 2002)
Summary
As one of the most significant sectors of the economy, the agricultural industry is considered a priority internationally as products produced are a necessity for human existence and survival (Beckman & Countryman, 2021). Being a rapidly developing industry in the agricultural sector (Elansary et al, 2017), this study seeks to draw its attention to horticulture within an emerging economy in Sub-Saharan Africa. Horticulture in the Tanzanian economy is the fastest-growing subsector, providing food security and employment opportunities for communities, women (Mrema et al, 2017). This demonstrates that the role of the smallholder has grown over time, yet, there is little academic research that can be found on smallholder horticultural products or store customer perception, in emerging economies
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