The effects of poor fluid milk experience on store choice and customer loyalty in online and in-store retail channels

Dairy producers work extensively to ensure quality, but there is limited information on how poor experience with milk affects consumer choice. This study uses an online survey of 725 US consumers to assess how a poor experience with milk affects purchase behavior in different channels. We examine the relationship between product experience and purchase behavior and find that a poor experience is associated with a greater likelihood of switching stores and with lower net promoter scores, suggesting that having high quality milk may improve customer loyalty. This work highlights the important role that perishable food quality plays in retail settings.