Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 539165
Title Customer Evaluation of Supply Systems: The Case of Ethiopian Seed Supply Systems
Author(s) Bogale, Shimelis Altaye; Verhees, Frans J.H.M.; Trijp, Hans C.M. van
Source Journal of African Business 19 (2018)4. - ISSN 1522-8916 - p. 550 - 570.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2018
Abstract This study explores the performance of Ethiopian seed systems from a customer’s perspective. The study builds on the view that seed supply systems perform marketing functions such as developing new varieties of seed, multiplying the right quantity and quality, and distributing to the right places, at the right time, for an acceptable price. Hence, supply systems create value and satisfy customers. This study’s contribution is twofold. First, customer satisfaction theory is applied to complex chains (i.e. seed supply systems) in emerging markets, with their specific contextual challenges. Second, it identifies the criteria that farmers use to evaluate seed supply systems and evaluates Ethiopian seed supply systems from a farmer customer’s perspective, which can be used as a basis to increase customer satisfaction.
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