| Farmer market, farmer shops, milk dispenser, 0‐Km are some of the new born initiatives for trading agricultural products at (or near) the farm gate, now spreading in EU‐USA; their purpose is to offer to the farmers the chance to trade directly their products, and offer to the consumers new shopping opportunities alternatives to conventional food marketing outlets. This study was addressed to test the customer satisfaction at the farmers’ shops created by a farmer cooperative. The experiment was performed in Friuli VG a North‐East region of Italy, with a survey using a questionnaire submitted to a number of customers randomly selected at the end of their shopping. The customer satisfaction (CS) was evaluated with the SERQUAL procedure consisting in... |
