Determination and evaluation of success factors for traditional horticultural retailers depending on individual operating aims

In recent years, traditional retail stores for flowers and plants in Germany have had to compete against new channels of distribution including chain stores and DIY stores. Only the most successful horticultural retail stores will survive. Over the last three decades, research into the key success factors have been observed through a number of studies which vary with regard to the methodology, specificity or the line of business. This heterogeneity of studies eliminates the opportunity to extrapolate the results to other branches of the retail trade. The main objective of success factor research is to detect a few reliable determinants that impact on the success of an enterprise in the long term. For this study, the success of 41 traditional horticultural retail stores in southern Germany was analyzed using a number of economic indicators. Objectives like profit maximization or increasing productivity were rated much lower than maintaining high customer satisfaction, continuity of the enterprise or compatibility of work life and family. Using employee satisfaction as the intended aim, the aim-success-relationship model was able to demonstrate how the long-term commitment of sales staff, up-scale shop layout, additional customer service and high purchase frequency from regular customers increased employees' satisfaction.