Softwood lumber quality requirements: examining the supplier/buyer perception gap.

摘要

Interviews were conducted to examine the perception gap that exists between suppliers and buyers concerning softwood lumber quality requirements in the USA. In general, suppliers know quite well how their customers perceive the importance of serviceand product quality, but consistently overrate their performance level relative to how they are rated by their customers. The largest perception gaps exist for the various aspects of lumber aesthetics. Therefore, this may be the area on which mills should concentrate to increase their competitiveness.