Predicting Forest Owners' Timber-selling Satisfaction
2017
Karha, Kalle
The forest owners' timber-selling satisfaction has been researched only a little even it can be considered as an essential feature in the timber-sales transactions. The satisfaction survey was conducted for the Finnish non-industrial private forest owners. Forest owners sent back 796 completed questionnaire forms. The levels of the elements of timber-selling satisfaction-i.e. perceived performance, satisfaction, word-of-mouth communication, and behavioral intentions--were depicted and modeled. the forest owners' satisfaction elements were predicted by applying a canonical discriminant analysis in which the different background and performance variables were independent ones. Forest owners were mostly satisfied with the performance of the procurement companies in their most recent timber-sales transactions. There were several service performance variables in the canonical discriminant models.
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