Correspondence: George S. Spais, Department of Agribusiness Management, School of Natural Resource & Enterprise Management, University of Ioannina, G.Seferis 2-30100 Agrinio, Greece. Tel: +30 26410 47.151; e-mail: gspais@cc.uoi.gr

¹Ph.D., Panteion University of Social & Political Sciences, Greece is a lecturer of marketing at University of Ioannina, Department of Agribusiness Management (Greece). He has published works on marketing communications, strategic marketing and marketing education. His works have been published in international academic journals such as the Journal of Strategic Marketing, the Journal of Business Case Studies, the Journal of Financial Services Marketing, the Journal of Korean Academy of Marketing Science and elsewhere. He is an active member of the Academy of Marketing Science, the European Academy of Marketing, the Academy of Marketing (UK) and the Greek Marketing Academy.

²Ph.D., Cranfield University, UK is a lecturer of supply chain management at University of Ioannina, Department of Agribusiness Management (Greece). His works have been published in international academic journals such as the International Journal of Supply Chain Management, Journal of Business Case Studies, Journal of Farm Management and elsewhere.

Received 26 September 2006; Revised 26 September 2006.

Abstract

The ordinal regression method was used to model the relationship between the behavioural outcome variable: consumer overall satisfaction in the food-marketing context and the most discussed marketing constructs such as perceived quality and perceived value. Two alternative models were developed in order to lead to a better understanding of consumer satisfaction in the food-marketing context. Two new marketing constructs in the food-marketing literature (perceived technological risk and perceived environmental friendliness) were also included in the alternative models. The research results showed that consumer satisfaction items are better predicted by the 'third model (III)'. We believe that the final findings of our research try can advance retailers' strategic tries regarding to consumer strategy management at a store level.