Attributes of overall satisfaction of agricultural machinery dealers using a three‐factor model

Purpose – This paper aims to investigate the satisfaction of dealers with their suppliers in the agricultural machinery sector. Design/methodology/approach – A dummy approach of the three‐factor model is used to detect the dimensions that influence the overall satisfaction of agricultural machinery dealers. The model considers satisfiers, dissatisfiers and so‐called performance factors that might lead to both satisfaction and dissatisfaction. Findings – Two dissatisfiers, after‐sales and service methods and relationship with supplier, are detected. Furthermore, there is one satisfier, competitive outlook, and one performance factor, the product program. Research limitations/implications – The dummy approach detects the three factors implicitly. A Kano‐questionnaire might be helpful to confirm the results. Practical implications – Producers should first fulfill the factors that have the highest negative impact: product program, followed by after‐sales and service methods and relationship with supplier. After reaching a specific level within these factors, producers could seek to increase their dealers' satisfaction with the two factors, product program and competitive outlook. The product program thus represents the key factor for producers seeking to both decrease dissatisfaction and increase satisfaction. Originality/value – While different approaches of the three‐factor model are used along with customer satisfaction, this paper is the first to detect different factors of dealer satisfaction in the agricultural machinery sector.