Abstract
This article discusses the impact of customer satisfaction and enthusiasm on the performance of small retailers in the organic food market. The analysis of customer satisfaction and shop data confirm essential economic effects. The study is based on 948 customer interviews and an analysis of management ratios of 12 organic food shops in Germany. A structural equation modelling approach shows that customer service and product quality are the main determinants of customer satisfaction. The results demonstrate that customer enthusiasm is a more accurate factor in the recommendation of shops than customer satisfaction. The article ends with managerial and scientific implications.
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