An ordered probit model for the analysis of Overall Customer Satisfaction (OCS) regarding organic-food consumption

Organic-food consumers and some related issues were investigated in the city of Palermo. Consumers were asked to express their global satisfaction regarding consumption of organic food, as well as some other personal information. A survey was conducted from the four main retail outlets specialized in organic-food by interviewing nearly 200 customers. The data were used to analyse the overall satisfaction of the local organic-food consumer. Furthermore, a “discrete choice” model was run by using the overall customer satisfaction (OCS) derived from the consumption of organic food as a dependent variable. A set of other variables were used as regressors. Model outputs identified the key determinants of the overall customer satisfaction, providing useful information regarding future actions to be taken in order to improve the quality of local organic-food supply.