A Study on Service and Consumer Strategy using Specialized Stores of Agricultural Products

Purpose: The purpose of this study is to investigate consumer satisfaction with agricultural specialty stores in Korea and to establish strategies for service and customers based on the results. A strategy to increase satisfaction was studied by analyzing customer satisfaction for agricultural specialty stores in the 6th industry based on demographic characteristics by year. Design/methodology/approach: An offline survey was conducted from 2018 to 2020 for consumers who visited stores specializing in agricultural products related to the 6th industry. Difference analysis and analysis of variance were used for customer satisfaction by year. Findings: In this study, the customer satisfaction who visited the agricultural specialty store was investigated, the characteristics were analyzed by year, and the reliability of the data was verified. In addition, a difference occurred in 2019 and 2020 compared to 2018 through analysis of differences by year. Changes in customer satisfaction by year-item were also found. Research limitations/implications: Additional research is needed to investigate customer satisfaction by region and to analyze the characteristics and differences according to regions. In addition, it is necessary to establish a strategy to provide optimal products and services to consumers by examining the importance or awareness of each item. Originality/value: It can help agriculture-related organizations and companies by providing various information to vitalize stores specializing in agricultural products based on the 6th industry and increase customer satisfaction.