Key Driver of Repurchase Intention in the Poultry Farming Input Market in Indonesia
Abstract
Regulatory changes increase the competitiveness of agribusiness input market, thus requiring input supply companies to improve service quality to maintain customer loyalty. This study aims to determine the role of customer comfort, salesperson expertise, and salesperson affection to influence customer satisfaction and delight and the effects on repurchase intention in poultry agribusiness context. Respondents were selected through judgmental sampling method who were the farmers who buy certain brand of poultry input for farm production process. Data were collected through survey using self-reported of questionnaire. The data obtained were tested for validity and reliability and examined by path analysis with Partial Least Square software. The results showed that customer comfort and customer affection influenced customer satisfaction and customer delight. However, salesperson expertise did not influence customer satisfaction and delight. Furthermore, repurchase intention in poultry farming input market was affected by customer satisfaction but not by customer delight. Therefore, it can be concluded that salesperson affection was found as the most important factor and followed by customer comfort to influence repurchase intention behavior through customer satisfaction.
References
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Cooper, D. R. & P. S. Schindler. 2014. Business Research Methods. In Business Research Methods (12th ed.). McGraw-Hill. New York.
Delpechitre, D., B. N. Rutherford, & L. B. Comer. 2019. The importance of customer’s perception of salesperson’s empathy in selling. Journal Business Industrial Marketing 34:374–388. https://doi.org/10.1108/JBIM-03-2017-0073
Demoulin, N. & K. Willems. 2019. Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement. J. Bus. Res. 104:295–306. https://doi.org/10.1016/j.jbusres.2019.07.004
Evanschitzky, H., A. Sharma, & C. Prykop. 2012. The role of the sales employee in securing customer satisfaction. Eur. J. Mark. 46:489–508. https://doi.org/10.1108/03090561211202576
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Homburg, C., M. Müller, & M. Klarmann. 2011. When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. J. Acad. Mark. Sci. 39:795–812. https://doi.org/10.1007/s11747-010-0220-7
Homburg, C. & R. M. Stock. 2005. Exploring the conditions under shich salesperson works satisfaction can lead to customer satisfaction. Psychol. Mark. 22:393–420. https://doi.org/10.1002/mar.20065
Itani, O. S., E. A. Goad, & F. Jaramillo. 2019. Building customer relationships while achieving sales performance results: Is listening the holy grail of sales?. J. Bus. Res. 102:120–130. https://doi.org/10.1016/j.jbusres.2019.04.048
Kim, A. A., H. Sadatsafavi, L. Medal, & M. J. Ostergren. 2018. Impact of communication sources for achieving campus sustainability. Resour. Conserv. Recycl. 139:366–376. https://doi.org/10.1016/j.resconrec.2018.08.024
Kumar, N. & S. Kapoor. 2017. Extensiveness of farmers’ buying process of agri-inputs in India: Implications for marketing. J. Agribus. Dev. Emerg. Econ. 7:35–51. https://doi.org/10.1108/JADEE-02-2015-0013
Kumar, V., I. D. Pozza, & J. Ganesh. 2013. Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research. Journal Retailing 89:246–262. https://doi.org/10.1016/j.jretai.2013.02.001
Leninkumar, V. 2019. Antecedents of customer satisfaction. Arch. Bus. Res. 7:62–76.
Lovelock, C. & J. Wirtz. 2011. Services Marketing: People, Technology, Strategy (E. Svendsen (ed.). 7th Edition. Prentice Hall: Pearson. United States.
Narayandas, D. 2005. Building Loyalty in Business Markets. Harvard Business Review, USA. 1-10.
Nunes, A. L. P., O. J. G. Abi-Saab, & R. Ralisch. 2017. Customer relationship management in the agricultural machinery market. Cienc. Rura. 47:1–9. https://doi.org/10.1590/0103-8478cr20160974
Parasuraman, A., J. Ball, L. Aksoy, T. L. Keiningham, & M. Zaki. 2020. More than a feeling? Toward a theory of customer delight. J. Serv. Manage. 32:1–26. https://doi.org/10.1108/JOSM-03-2019-0094
Paswan, A. K. & G. Ganesh. 2005. Cross-cultural interaction comfort and service evaluation. J. Int. Consum. Mark. 18:93–115. https://doi.org/10.1300/J046v18n01_05
Pogorzelski, J. 2018. Emotional Branding. In Managing Brands in 4D. p. 59–109. Emerald Publishing Limited, Bingley. https://doi.org/10.1108/978-1-78756-102-120181004
Rafi, A. & T. Saeed. 2019. Impact of salespersons’ skills -set on customer behavior: Mediating role of salespersons’ relational behavior in pharmaceutical industry. City Univ. Res. J. 9:626–644.
Ramli, N. A., H. Latan, & G. V. Nartea. 2018. Why Should PLS-SEM be used rather than Regression? Evidence from the Capital Structure Perspective. In N. K. Avkiran & C. M. Ringle (Eds.), Partial Least Squares Structural Equation Modeling: Recent Advances in Banking and Finance. p. 171–209. Springer. https://doi.org/10.1007/978-3-319-71691-6_6
Rather, R. A. & J. Sharma. 2017. Customer engagement for evaluating customer relationships in hotel industry. European Journal Tourism, Hospitality and Recreation 8:1–13. https://doi.org/10.1515/ejthr-2017-0001
Roy, S., S. Sreejesh, & S. Bhatia. 2019. Service quality versus service experience: An empirical examination of the consequential effects in B2B services. Industrial Marketing Management 82:52–69. https://doi.org/10.1016/j.indmarman.2019.02.017
Ruiz, D. M., D. D. Gremler, J. H. Washburn, & G. C. Carrion. 2010. Reframing Customer Value in a Service-Based Paradigm: An Evaluation of a Formative Measure in a Multi-Industry, Cross-Custural Context. In Handbook of Partial Least Squares: Concepts, Methods and Application. Springer-Verlad Berlin Heidelberg. London, New York. https://doi.org/10.1007/978-3-540-32827-8_24
Suchánek, P. & M. Králová. 2019. Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research-Ekonomska Istraživanja 32:1237–1255. https://doi.org/10.1080/1331677X.2019.1627893
Syahlani, S. P., A. A. Setyawan, & M. A. U. Muzzayanah. 2019. Customer loyalty factors of small scale farmers in purchasing poultry feed WSEAS transaction on business and economics. WSEAS Transactions Business and Economics 16:379–392.
Syahlani, S. P., N. M. A. K. Dewi, & G. A. Insani. 2021. Resiliency management of layer poultry farm business during COVID-19 pandemic in the Yogyakarta Special Province. Livest. Anim. Res. 19: 217–226. https://doi.org/10.20961/lar.v19i2.51971
Torrres, E. N., T. Zhang, & G. Ronzoni. 2020. Measuring delightful customer experiences: The validation and testing of a customer delight scale along with its antecedents and effects. Int. J. Hosp. Manag. 87:1-17. https://doi.org/10.1016/j.ijhm.2019.102380
Udayana, I. D. G. A., I. G. Mahardika, I. K. Sumadi, K. Budaarsa, & I. G. N. G. Bidura. 2020. Effect of energy-protein ratio in diets on Balinese duck (Anas sp) performance and feed digestibility. International Journal Fauna and Biological Studies 7:41–46.
Wahyuni, W. & A. Titus. 2013. Analysis of the efectiveness of key account management implementation in the poultry industry in Indonesia: The key account’s point of view. Indonesian Journal Business Administration 2:2307–2317.
Wang, G., S. Li, X. Wang, & X. Wang. 2015. Do salespeople’s in-role and extrarole brand-building behaviors contribute to customer loyalty transfer?. Soc. Behav. Pers. 43:153–166. https://doi.org/10.2224/sbp.2015.43.1.153
Wardy, W., B. Mena, S. Nongtaodum, H. K. No, & W. Prinyawiwatkul. 2014. Exploring the drivers of purchase intent and consumer satisfaction of chicken eggs using principal component analysis and the kano model. J. Sens. Stud. 29:463–473. https://doi.org/10.1111/joss.12127
Widyaningrum, R. A. P. T. & R. D. Halim. 2019. Impact of salespeoples’ entrepreneurial behavior toward customer satisfaction, trust, commitment, and loyalty. Adv. Soc. Educ. Humanit. Res. 348: 226–231.
Willems, O. W., S. P. Miller, & B. J. Wood. 2013. Aspects of selection for feed efficiency in meat producing poultry. Worlds Poult. Sci. J. 69:77–88. https://doi.org/10.1017/S004393391300007X
Yang, C. 2011. Identification of customer delight for quality attributes and its applications. Total Quality Management & Business Excellence 22:83–98. https://doi.org/10.1080/14783363.2010.532341
Alexander, M. W. 2012. Delight the customer: A predictive model for repeat purchase behavior. Journal Relationship Marketing 11:116–123. https://doi.org/10.1080/15332667.2012.682329
Altıntas, F., F. B. Kurtulmusoglu, M. H. Altintas, H. R. Kaufmann, & S. Alkibay. 2017. The mediating effects of adaptive selling and commitment on the relationship between management control and sales performance. EuroMed Journal Business 12:221–240. https://doi.org/10.1108/EMJB-12-2016-0037
Azhar, M. S., I. B. L. Othman, & N. Ahmad. 2018. A conceptual framework on customer satisfaction: The mediating role of corporate image. Global Social Sciences Review 3:254–272. https://doi.org/10.31703/gssr.2018(III-IV).17
Baltenweck, I., D. Cherney, A. Duncan, E. Eldermire, E. T. Lwoga, R. Labarta, E. J. O. Rao, S. Staal, & N. Teufel. 2020. A scoping review of feed interventions and livelihoods of small-scale livestock keepers. Nat. Plants. 6:1242–1249. https://doi.org/10.1038/s41477-020-00786-w
Barnes, D. C., N. Ponder, K. Dugar, D. C. Barnes, N. Ponder, & K. Dugar. 2011. Investigating the key routes to customer delight. Journal Marketing Theory Practice 19:358–375. https://doi.org/10.2753/MTP1069-6679190401
Bechtoldt, M. N., B. Beersma, & G. A. V. Kleef. 2019. When (not) to empathize: The differential effects of combined emotion recognition and empathic concern on client satisfaction across professions. Motiv. Emot. 43:112–129. https://doi.org/10.1007/s11031-018-9725-z
Borsboom, D. 2008. Laten variable theory. Measurement (Mahwah N J). 6:25–53. https://doi.org/10.1080/15366360802035497
BPS. 2015. Analisis Rumah Tangga Peternakan di Indonesia: Hasil Survei Rumah Tangga Usaha Peternakan Tahun 2014. Central Bureau of Statistics, Indonesia.
BPS. 2019. Laju Pertumbuhan PDB Seri 2010 (Persen), 2015-2019. Central Bureau of Statistics. https://www.bps.go.id/indicator/11/104/4/-seri-2010-laju-pertumbuhan-pdb-seri-2010.html
Britz, J. P. 2011. Feed Buying Behaviour of Small-scale Broiler Farmers (Issue November). North-West University. South Africa.
Cooper, D. R. & P. S. Schindler. 2014. Business Research Methods. In Business Research Methods (12th ed.). McGraw-Hill. New York.
Delpechitre, D., B. N. Rutherford, & L. B. Comer. 2019. The importance of customer’s perception of salesperson’s empathy in selling. Journal Business Industrial Marketing 34:374–388. https://doi.org/10.1108/JBIM-03-2017-0073
Demoulin, N. & K. Willems. 2019. Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement. J. Bus. Res. 104:295–306. https://doi.org/10.1016/j.jbusres.2019.07.004
Evanschitzky, H., A. Sharma, & C. Prykop. 2012. The role of the sales employee in securing customer satisfaction. Eur. J. Mark. 46:489–508. https://doi.org/10.1108/03090561211202576
FAO. 2011. World Livestock 2011 - Livestock in Food Security World. Rome, FA.
Ferlito, C. & H. Respatiadi. 2019. Policy Reforms on Poultry Industry in Indonesia. Center for Indonesia Policy Studies Jakarta, Indonesia. p. 1-38. https://doi.org/10.35497/271878
Hair, J. F., G. T. M. Hult, C. M. Ringle, & M. Sarstedt. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In SAGE. SAGE Publication, Inc.
Hair, J. F., M. C. Howard, & C. Nitzl. 2020. Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. J. Bus. Res. 109:101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Homburg, C., M. Müller, & M. Klarmann. 2011. When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. J. Acad. Mark. Sci. 39:795–812. https://doi.org/10.1007/s11747-010-0220-7
Homburg, C. & R. M. Stock. 2005. Exploring the conditions under shich salesperson works satisfaction can lead to customer satisfaction. Psychol. Mark. 22:393–420. https://doi.org/10.1002/mar.20065
Itani, O. S., E. A. Goad, & F. Jaramillo. 2019. Building customer relationships while achieving sales performance results: Is listening the holy grail of sales?. J. Bus. Res. 102:120–130. https://doi.org/10.1016/j.jbusres.2019.04.048
Kim, A. A., H. Sadatsafavi, L. Medal, & M. J. Ostergren. 2018. Impact of communication sources for achieving campus sustainability. Resour. Conserv. Recycl. 139:366–376. https://doi.org/10.1016/j.resconrec.2018.08.024
Kumar, N. & S. Kapoor. 2017. Extensiveness of farmers’ buying process of agri-inputs in India: Implications for marketing. J. Agribus. Dev. Emerg. Econ. 7:35–51. https://doi.org/10.1108/JADEE-02-2015-0013
Kumar, V., I. D. Pozza, & J. Ganesh. 2013. Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research. Journal Retailing 89:246–262. https://doi.org/10.1016/j.jretai.2013.02.001
Leninkumar, V. 2019. Antecedents of customer satisfaction. Arch. Bus. Res. 7:62–76.
Lovelock, C. & J. Wirtz. 2011. Services Marketing: People, Technology, Strategy (E. Svendsen (ed.). 7th Edition. Prentice Hall: Pearson. United States.
Narayandas, D. 2005. Building Loyalty in Business Markets. Harvard Business Review, USA. 1-10.
Nunes, A. L. P., O. J. G. Abi-Saab, & R. Ralisch. 2017. Customer relationship management in the agricultural machinery market. Cienc. Rura. 47:1–9. https://doi.org/10.1590/0103-8478cr20160974
Parasuraman, A., J. Ball, L. Aksoy, T. L. Keiningham, & M. Zaki. 2020. More than a feeling? Toward a theory of customer delight. J. Serv. Manage. 32:1–26. https://doi.org/10.1108/JOSM-03-2019-0094
Paswan, A. K. & G. Ganesh. 2005. Cross-cultural interaction comfort and service evaluation. J. Int. Consum. Mark. 18:93–115. https://doi.org/10.1300/J046v18n01_05
Pogorzelski, J. 2018. Emotional Branding. In Managing Brands in 4D. p. 59–109. Emerald Publishing Limited, Bingley. https://doi.org/10.1108/978-1-78756-102-120181004
Rafi, A. & T. Saeed. 2019. Impact of salespersons’ skills -set on customer behavior: Mediating role of salespersons’ relational behavior in pharmaceutical industry. City Univ. Res. J. 9:626–644.
Ramli, N. A., H. Latan, & G. V. Nartea. 2018. Why Should PLS-SEM be used rather than Regression? Evidence from the Capital Structure Perspective. In N. K. Avkiran & C. M. Ringle (Eds.), Partial Least Squares Structural Equation Modeling: Recent Advances in Banking and Finance. p. 171–209. Springer. https://doi.org/10.1007/978-3-319-71691-6_6
Rather, R. A. & J. Sharma. 2017. Customer engagement for evaluating customer relationships in hotel industry. European Journal Tourism, Hospitality and Recreation 8:1–13. https://doi.org/10.1515/ejthr-2017-0001
Roy, S., S. Sreejesh, & S. Bhatia. 2019. Service quality versus service experience: An empirical examination of the consequential effects in B2B services. Industrial Marketing Management 82:52–69. https://doi.org/10.1016/j.indmarman.2019.02.017
Ruiz, D. M., D. D. Gremler, J. H. Washburn, & G. C. Carrion. 2010. Reframing Customer Value in a Service-Based Paradigm: An Evaluation of a Formative Measure in a Multi-Industry, Cross-Custural Context. In Handbook of Partial Least Squares: Concepts, Methods and Application. Springer-Verlad Berlin Heidelberg. London, New York. https://doi.org/10.1007/978-3-540-32827-8_24
Suchánek, P. & M. Králová. 2019. Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research-Ekonomska Istraživanja 32:1237–1255. https://doi.org/10.1080/1331677X.2019.1627893
Syahlani, S. P., A. A. Setyawan, & M. A. U. Muzzayanah. 2019. Customer loyalty factors of small scale farmers in purchasing poultry feed WSEAS transaction on business and economics. WSEAS Transactions Business and Economics 16:379–392.
Syahlani, S. P., N. M. A. K. Dewi, & G. A. Insani. 2021. Resiliency management of layer poultry farm business during COVID-19 pandemic in the Yogyakarta Special Province. Livest. Anim. Res. 19: 217–226. https://doi.org/10.20961/lar.v19i2.51971
Torrres, E. N., T. Zhang, & G. Ronzoni. 2020. Measuring delightful customer experiences: The validation and testing of a customer delight scale along with its antecedents and effects. Int. J. Hosp. Manag. 87:1-17. https://doi.org/10.1016/j.ijhm.2019.102380
Udayana, I. D. G. A., I. G. Mahardika, I. K. Sumadi, K. Budaarsa, & I. G. N. G. Bidura. 2020. Effect of energy-protein ratio in diets on Balinese duck (Anas sp) performance and feed digestibility. International Journal Fauna and Biological Studies 7:41–46.
Wahyuni, W. & A. Titus. 2013. Analysis of the efectiveness of key account management implementation in the poultry industry in Indonesia: The key account’s point of view. Indonesian Journal Business Administration 2:2307–2317.
Wang, G., S. Li, X. Wang, & X. Wang. 2015. Do salespeople’s in-role and extrarole brand-building behaviors contribute to customer loyalty transfer?. Soc. Behav. Pers. 43:153–166. https://doi.org/10.2224/sbp.2015.43.1.153
Wardy, W., B. Mena, S. Nongtaodum, H. K. No, & W. Prinyawiwatkul. 2014. Exploring the drivers of purchase intent and consumer satisfaction of chicken eggs using principal component analysis and the kano model. J. Sens. Stud. 29:463–473. https://doi.org/10.1111/joss.12127
Widyaningrum, R. A. P. T. & R. D. Halim. 2019. Impact of salespeoples’ entrepreneurial behavior toward customer satisfaction, trust, commitment, and loyalty. Adv. Soc. Educ. Humanit. Res. 348: 226–231.
Willems, O. W., S. P. Miller, & B. J. Wood. 2013. Aspects of selection for feed efficiency in meat producing poultry. Worlds Poult. Sci. J. 69:77–88. https://doi.org/10.1017/S004393391300007X
Yang, C. 2011. Identification of customer delight for quality attributes and its applications. Total Quality Management & Business Excellence 22:83–98. https://doi.org/10.1080/14783363.2010.532341
Authors
SyahlaniS. P., HaryadiF. T., SetyawanA. A., MayasariI., DewiN. M. A. K., & QuiN. H. (2022). Key Driver of Repurchase Intention in the Poultry Farming Input Market in Indonesia. Tropical Animal Science Journal, 45(4), 490-498. https://doi.org/10.5398/tasj.2022.45.4.490
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