A Study of Service Quality in Extension and Services Centers of Agriculture in Alborz Province Using SERVQUAL Model

Document Type : Research Paper

Authors

1 PhD Candidate, Department of Agricultural Management and Development, Faculty of Agricultural Economics and Development, University of Tehran, Tehran, Iran.

2 Assistant Professor, Agricultural Research, Education and Extension Organization, Institute of Technical & Vocational Higher Education, Imam Khomeini Higher Education Center for Agriculture, Karaj, Iran.

3 Professor, Department of Agricultural Management and Development, Faculty of Agricultural Economic and Development, University of Tehran, Tehran, Iran.

Abstract

The Extension and Services Centers of Agriculture aim to create the necessary basis to fulfill all the duties and responsibilities of the Ministry of Jihad-e Agriculture in rural and agricultural environments. These centers are responsible for ensuring that the farmers are continually satisfied with the services being delivered. Therefore, the main purpose of this study was to evaluate the service quality in Extension and Services Centers of Agriculture in Alborz Province using the SERVQUAL Model. This study was conducted using the survey method, and a modified SERVQUAL standard questionnaire was applied as a research tool. The validity of the instrument was confirmed by a panel of experts, and its reliability was determined by Cronbach’s Alpha (over 0.7) for different scales of the questionnaire. The target population consisted of existing farmers and users visiting the seven service centers in the province. Based on Cochran’s formula, the sample size was determined to be 180 persons who were chosen by random sampling method. The result of this study showed that there is a significant difference between perception and expectation in all dimensions of service quality (reliability, responsiveness, assurance, empathy, and tangibles). There was also a significant difference between the satisfaction levels of respondents with respect to the different dimensions of service quality. Finally, some recommendations have been proposed to the decrease the gap between the perception and expectation of services. 

Keywords

References

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Journal of Rural Research
Volume 7, Issue 2
September 2016
Pages 330-343

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History

  • Receive Date: 26 December 2015
  • Revise Date: 24 January 2016
  • Accept Date: 08 April 2016

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