Abstract:
In Sri Lanka, pesticide consumption has risen over time. Even so, its demand fails
to conclusively forecast and continues to fluctuate owing to unpredictable
circumstances. Besides, high competition prevailing in the pesticide market
empower customers with more choices and more control on their purchasing.
Therefore, customer’s satisfaction is required to earn profit and survive in the
dynamic market via enhancing customer relationships. Therefore, this study aimed
to identify customer’s expectation regarding products and service properties and
measuring customer satisfaction of a private company. Moreover, identifying actual
constrains to meet dealer’s expectations and providing suggestions to enhance
their satisfaction level. Primary data was collected from 70 agrochemical dealers
including 51 direct dealers and nineteen sub dealers in Kurunegala, Anuradhapura,
Ampara, Monaragala, Embilipitiya, Polonnaruwa, Dehiaththakandiya and Gampaha,
using proportionate random sampling technique. The results revealed that,
majority of the dealers were in 41-50 year range while, generally have obtained
experience in agrochemical industry in between 11-20 years. Mean value of their
average annual turnover is 12.99 LKR Millions. According to the dealer’s
expectations, product’s availability, product quality, customer care service, brand
name reputation and packing attributes are the most important determinants
effecting on their satisfaction. Dealers’ satisfaction about products and service
attributes provided by the agro-chemical companies are high. Further, dealer’s
satisfaction has shown significant change amid surveyed areas due to diversified
marketing strategies adopted by competitors in each areas. Critical constraints
identified are; high price of agrochemical products, low discounts, shorter credit
period and lack of promotion and extension programs. Eventually, highlighting
supreme quality of specific products along with country of origin, introducing cash
code at sub dealer level, extending credit period based on dealer categories and
organizing training programs for the field staff were recommended to minimize
constraints and improve dealer satisfaction in long term.
