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Article

Family Forest Owners’ Expectations and Perceptions of Service Quality in Timber Transactions in Sweden

1
Department of Forest Biomaterials and Technology, Swedish University of Agricultural Sciences, SE-90183 Umea, Sweden
2
Department of Forest Resource Management, Swedish University of Agricultural Sciences, SE-90183 Umea, Sweden
*
Author to whom correspondence should be addressed.
Academic Editor: Claudia Romero
Forests 2021, 12(11), 1513; https://doi.org/10.3390/f12111513
Received: 26 August 2021 / Revised: 24 October 2021 / Accepted: 1 November 2021 / Published: 2 November 2021
(This article belongs to the Section Forest Economics, Policy, and Social Science)
In Sweden, 59% of the annual gross felling takes place in forests owned by family forest owners (FFOs). Forest companies conduct thousands of timber transactions with FFOs each year, and, most often, harvesting services are provided to them as part of the deal. Delivering services that meet the FFOs’ expectations of quality is important for any organization that wants FFOs to be loyal suppliers. The objectives of this study are to clarify FFOs’ service quality expectations in timber transactions, show how well forest companies meet these expectations, and identify factors that may influence FFOs’ quality assessments. Data were collected through a survey sent out to 973 FFOs, with a response rate of 43% (n = 418). The results show that, on average, FFOs perceived that the quality of the services delivered in relation to their latest timber transaction met their expectations on 2 out of 14 quality features: modern equipment (e.g., forest machines) and staff’s courtesy towards the FFO. The study concludes that skilled and service-minded employees are highly important for maintaining good relationships with FFOs and that forest companies may have a lot to gain by improving communication and taking the interests of the FFOs into greater consideration. View Full-Text
Keywords: SERVQUAL; non-industrial private forest owners; customer relationship management; forestry services; satisfaction SERVQUAL; non-industrial private forest owners; customer relationship management; forestry services; satisfaction
MDPI and ACS Style

Kronholm, T.; Staal Wästerlund, D. Family Forest Owners’ Expectations and Perceptions of Service Quality in Timber Transactions in Sweden. Forests 2021, 12, 1513. https://doi.org/10.3390/f12111513

AMA Style

Kronholm T, Staal Wästerlund D. Family Forest Owners’ Expectations and Perceptions of Service Quality in Timber Transactions in Sweden. Forests. 2021; 12(11):1513. https://doi.org/10.3390/f12111513

Chicago/Turabian Style

Kronholm, Thomas, and Dianne Staal Wästerlund. 2021. "Family Forest Owners’ Expectations and Perceptions of Service Quality in Timber Transactions in Sweden" Forests 12, no. 11: 1513. https://doi.org/10.3390/f12111513

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