Customer Experience of Filipino Buffalo Dairy Product Resellers amid COVID-19

This study focused on the twenty resellers of buffalo dairy products amid the COVID-19 pandemic. It aims to discover the pivotal factors impacting resellers’ customer experience. Using quantitative and qualitative data gathering methods, pricing emerged as a critical factor when the cost for retail attracted resellers despite potential challenges. Reasonable pricing aligned with product value bolstered favorable opinions of the brand. However, production insufficiency led to frequent out-of-stock scenarios, impacting customer satisfaction and retention. Meeting reseller demand proved instrumental in shaping positive experiences. We underscore the significance of pricing strategies and production capacity in influencing reseller experiences, but brand value, social responsibility, and service performance were also significant. We shed light on the intricate interplay among pricing, product quality, and supply chain efficiency during the pandemic-induced market shifts from individual customer focus to resellers, offering actionable insights for businesses navigating similar landscape.