Kalle Kärhä, Sami Oinas. (1998). Satisfaction and company loyalty as expressed by non-industrial private forest owners towards timber procurement organizations in Finland. Silva Fennica vol. 32 no. 1 article id 698. https://doi.org/10.14214/sf.698

Keywords: timber trade; company loyalty; decision support system (DSS); non-industrial private forest (NIPF) owner; satisfaction; timber procurement

Abstract | View details | Full text in PDF | Author Info

The satisfaction and company loyalty as expressed by non-industrial, private forest (NIPF) owners towards timber procurement organizations were clarified via a mail questionnaire. The results denoted that there is a positive correlation between the levels of forest owners’ expectations (EXP) and perceived performance (PERF). In addition, the lower EXP and the higher PERF were, the greater was the overall satisfaction index (SAT). About two thirds of forest owners were characterized by a negative SAT value or then they were dissatisfied with the performance of the procurement organization in their last timber-sales transaction. Furthermore, the results obtained indicated that the SAT index significantly influences the company loyalty expressed by NIPF owners – their willingness to give favourable reports of the company to the others, and their willingness to engage in future timber-sales transactions with the same company. Nonetheless, the SAT index did not affect the market share of a particular company, and this could be partly accounted for by the similar level of performance among the companies and the lack of competition in the timber trade. Finally, the results revealed several dimensions of timber procurement, and some seller segments to which companies could pay more attention to in order to be able to achieve better satisfaction levels and the loyalty of NIPF owners in the future. One approach to successfully addressing these challenges could be the adopting of a satisfaction decision support system (SatDSS).

Kärhä, Faculty of Forestry, University of Joensuu, P.O. Box 111, FIN-80101 Joensuu, Finland E-mail: karha@forest.joensuu.fi
Oinas, Faculty of Forestry, University of Joensuu, P.O. Box 111, FIN-80101 Joensuu, Finland E-mail: so@nn.fi

Click this link to register to Silva Fennica.

If you are a registered user, log in to save your selected articles for later access.

Contents alert

Your selected articles
Send to email

Lakari O. J., (1915) Studies on seed years and age-class distribution.. Acta Forestalia Fennica vol. 5 no. 1 article id 7010 (remove) | Edit comment

Kellomäki S., Oker-Blom P. (1981) Specific needle area of Scots pine and its depen.. Silva Fennica vol. 15 no. 2 article id 5116 (remove) | Edit comment

Lönnroth E., (1925) Studies on internal structure and development of.. Acta Forestalia Fennica vol. 30 no. 1 article id 7196 (remove) | Edit comment

Lihtonen V., (1943) Studies on development of growing stock: calcula.. Acta Forestalia Fennica vol. 51 no. 2 article id 7378 (remove) | Edit comment

Rune G., (2003) Slits in container wall improve root structure a.. Silva Fennica vol. 37 no. 3 article id 493 (remove) | Edit comment

Leikola M., (1992) Book review: The genus Picea Silva Fennica vol. 26 no. 1 article id 5472 (remove) | Edit comment

Vauhkonen J., Matala J. et al. (2023) Future browsing damage in seedling stands accord.. Silva Fennica vol. 57 no. 2 article id 23012 (remove) | Edit comment

Aosaar J., Mander Ü. et al. (2016) Biomass production and nitrogen balance of natur.. Silva Fennica vol. 50 no. 4 article id 1628 (remove) | Edit comment

Fritze H., (1992) Effects of environmental pollution on forest soi.. Silva Fennica vol. 26 no. 1 article id 5471 (remove) | Edit comment

Molski B., Bytnerowicz A. et al. (1981) Content of sulphur and fluorine compounds in Sco.. Silva Fennica vol. 15 no. 4 article id 5139 (remove) | Edit comment

Jääskeläinen J., Korhonen L. et al. (2024) Individual tree inventory based on uncrewed aeri.. Silva Fennica vol. 58 no. 3 article id 23042 (remove) | Edit comment

Yrttimaa T., Liikonen L. et al. (2025) Terrestrial laser scanning point clouds and tree.. Silva Fennica vol. 59 no. 1 article id 24066 (remove) | Edit comment

Follow @SilvaFennica