Measuring the Effects of Services Quality of Gilan Province Agricultural Jihad Organization on the Satisfaction of Home Business Owners

Document Type : Research Paper

Authors

1 Research Expert, Faculty of Literature and Human Sciences, University of Guilan,, Rasht, IRAN.

2 Post-Doctoral Researcher, Department of Geography and Rural Planning, Faculty of Literature and Human Sciences, University of Guilan, IRAN.

3 Professor, Department of Geography and Rural Planning, Faculty of Literature and Human Sciences, University of Guilan, IRAN.

Abstract

Today, the quality of services, especially in government organizations, has become an important issue in satisfying the stakeholders. On the other hand, home businesses are vital in advanced activities. The present study was conducted to measure the quality of services of the Gilan Province Agricultural Jihad Organization and its effect on the satisfaction of home business owners. The method of this research was practical in terms of purpose and field in terms of data collection. The statistical population of this research is all the people working in the home occupations of the Gilan Province Agricultural Jihad Organization in 1402. The sample size is 220 people, and the sampling method was simply random; the data collection tool was a standard questionnaire. Descriptive analysis of research data was conducted using SPSS26 software. SmartPLS3 software was used to investigate the research hypotheses using structural equation modeling using the partial least squares method. The results showed that the average variables of customer satisfaction and service quality and its dimensions, including physical (tangible) factors, reliability, responsiveness, reassurance, and empathy, are lower than average, according to the respondents. The results indicate that all aspects of the organization's service quality impact the service quality, and the organization's service quality has a positive and direct effect on customer satisfaction. Considering the effect of the organization's service quality on customer satisfaction, suggestions were made to improve the service quality level of the Gilan Province Agricultural Jihad Organization and also to improve the satisfaction of home business owners with the service quality of this organization.

Keywords

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References

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Journal of Rural Research
Volume 15, Issue 1
June 2024
Pages 181-162

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History

  • Receive Date: 24 July 2023
  • Revise Date: 29 November 2023
  • Accept Date: 30 November 2023

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