Floral supplier service levels to retail florist and mass market customers

A survey analysis of retail florists in the Midwestern United States and floral mass marketers, nationally, profiled the level of service provided by their primary floral suppliers on 10 service characteristics. There is substantial variability in service levels provided to retail florists and mass...

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Bibliographic Details
Published inHortScience Vol. 25; no. 6; pp. 689 - 692
Main Authors Prince, T.L. (Ohio Agricultural Research and Development Center, The Ohio State University, Columbus, OH), Tayama, H.K, Grabner, J.R. Jr
Format Journal Article
LanguageEnglish
Published Alexandria, VA American Society for Horticultural Science 01.06.1990
Subjects
Agronomy. Soil science and plant productions
Biological and medical sciences
CALIDAD
CHAINE DE DISTRIBUTION
CORRIENTES DE MERCADEO
CUT FLOWERS
ENCUESTAS
ENQUETE
ESTADOS DEL CENTRO NORTE (EUA)
ETATS DU CENTRE-NORD (EU)
FLEUR COUPEE
FLOR CORTADA
Fundamental and applied biological sciences. Psychology
General agronomy. Plant production
Generalities. Agricultural and farming systems. Agricultural development
Generalities. Production, biomass, yield. Quality
MARCHE
MARKETING CHANNELS
MARKETS
MERCADOS
NORTH CENTRAL STATES (USA)
QUALITE
QUALITY
SERVICE
SERVICES
SERVICIOS
SURVEYS
United States
America
Ornamental crop
Flower crop
Cut flower
Market survey
North America
Service quality
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Summary:A survey analysis of retail florists in the Midwestern United States and floral mass marketers, nationally, profiled the level of service provided by their primary floral suppliers on 10 service characteristics. There is substantial variability in service levels provided to retail florists and mass marketers by suppliers. The greatest variability in service levels was for services relative to maintenance of product quality, product availability, communications/order information, product discounts, and product labeling. Retail florists perceived higher levels of service relative to delivery speed and order/delivery reliability than mass marketers. Mass marketers perceived higher levels of service from suppliers relative to communications/order information and product labeling, compared to retail florists. The service profiles provide floral suppliers management information for the development of service programs targeted for specific customer segments.
Bibliography:Q60
9037115
E70
ISSN:0018-5345
2327-9834
DOI:10.21273/HORTSCI.25.6.689