سنجش کیفیت خدمات مراکز خدمات ترویج کشاورزی با استفاده از مدل سِروُکوال در استان البرز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت و توسعه کشاورزی، دانشکده اقتصاد و توسعه کشاورزی، دانشگاه تهران، تهران، ایران.

2 استادیار، سازمان تحقیقات و آموزش و ترویج کشاورزی، مؤسسه آموزش عالی علمی کاربردی جهاد کشاورزی، مرکز آموزش عالی امام خمینی(ره)، کرج، ایران.

3 استاد، گروه مدیریت و توسعه کشاورزی، دانشکده اقتصاد و توسعه کشاورزی، دانشگاه تهران، تهران، ایران.

چکیده

مراکز خدمات ترویج کشاورزی به‌واسطه ارتباط مستقیم با محیط روستایی و کشاورزی نقش درخورتوجه‌ای در توسعه و پیشرفت بخش کشاورزی دارد. هدف اصلی این مراکز ارائه خدمات مختلف آموزشی، مشاوره‌­ای و حمایتی است؛ ازاین‌­رو ارتقای کیفیت خدمات در این واحدها و افزایش رضایت‌مندی کشاورزان و بهره‌­برداران اهمیت فراوانی دارد. مطالعه حاضر دو هدف را دنبال می‌کرد: 1. ارزیابی کیفیت خدمات ارائه‌شده توسط مراکز خدمات ترویج کشاورزی و اندازه‌­گیری شکاف آن با استفاده از تفاوت بین ادراک و انتظارها؛ 2. بررسی تفاوت بین ابعاد کیفیت خدمات از دیدگاه کشاورزان. تحقیق حاضر از لحاظ هدف کاربردی بود و از نظر شیوه جمع‌آوری اطلاعات میدانی و از لحاظ تحلیل داده‌ها توصیفی‌همبستگی بود. جامعه آماری تحقیق را کشاورزان و بهره­‌برداران مراجعه‌کننده به مراکز خدمات ترویج کشاورزی استان البرز تشکیل می‌دادند. با استفاده از روش نمونه‌گیری در جامعه نامحدود 180 نفر به‌­عنوان نمونه انتخاب و داده‌­ها با استفاده از روش نمونه‌گیری تصادفی جمع‌آوری شد. در تحقیق حاضر به‌منظور بررسی کیفیت خدمات مدل پنج عاملی سِروُکوال به‌کاررفت. روایی ظاهری ابزار با استفاده از دیدگاه‌های کارشناسان و روایی محتوایی آن با استفاده از ضریب آلفای کرونباخ تأیید شد. نتایج تحقیق نشان داد که بین انتظارها و ادراک مراجعه‌کنندگان در تمام ابعاد اختلاف معنی‌دار آماری وجود دارد. براساس نتایج بین ابعاد کیفیت خدمات نیز تفاوت معنی‌دار مشاهده و بُعد اطمینان و پاسخ‌گویی مهم‌تر از ابعاد دیگر بیان شد. ارائه خدمات به محیط‌های روستایی و کشاورزی و پیشرفت این بخش پایدار و با افزایش شاخص‌های کیفی همراه خواهد بود. 

کلیدواژه‌ها

عنوان مقاله [English]

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

نویسندگان [English]

  • Omid Jamshidi 1
  • Seyd Davoud Haji Mirrahimi 2
  • Ali Asadi 3
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.
چکیده [English]

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. 

کلیدواژه‌ها [English]

  • services
  • quality
  • SERVQUAL
  • Extension and services centers of agriculture

مراجع

Agholor, I. A., Monde, N., Obi, A., & Sunday, O. A. (2013). Quality of extension services: a case study of farmers in Amathole. Journal of Agricultural Science, 5(2), 204-14.
Anaza, N. A., Rutherford, B. N., & Widdows, R. (2012). Factors influencing perceptions of service quality in cooperative extension workers. Journal of Extension, 50(3). Retrieved from http://www.joe.org/joe/2012june/rb3.php
Babiarz, P., Piotrowski, M., & Wawrzynkiewicz, M. (2003). The application of service quality GAP model to evaluate the quality of blended learning. Paper presented at the IADIS International E-Society Conference, Lisbon, Portugal, 3-6 June 2003.
Bagherzadeh, M., & Bagherzadeh, F. (2010). [Evaluating the service quality of higher education centers in Tabriz using SERVQUAL model and ranking the centers using Hierarchical Analysis Process (Persian)]. Instruction and Evauation, 2(8), 31-54.
Bakar, C., Seval Akgün, H., & Al Assaf, A. F. (2008). The role of expectations in patients’ hospital assessments: A Turkish university hospital example. International Journal of Health Care Quality Assurance, 21(5), 503-16.
Beatson, A., Lings, I., & Gudergan, S. (2008). Employee behaviour and relationship quality: impact on customers. Service Industries Journal, 28(2), 211-23.
Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The service-quality puzzle. Business Horizons, 31(5), 35-43.
Blanchard, R. F., & Galloway, R. L. (1994). Quality in retail banking. International Journal of Service Industry Management, 5(4), 5-23.
Brown, S. W., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Marketing, 4(3), 92-98.
Clow, K. E., Kurtz, D. L., & Ozment, J. (1998). A longitudinal study of the stability of consumer expectations of services. Journal of Business Research, 42(1), 63-73.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Enayati Novinfar, A., Uosefi, M., Siyami, L., & Javaheri Daneshmand, M. (2011). [Evaluation of the quality of education services of Payam-e Noor University of Hamedan based on the SERVQUAL model (Persian)]. Journal of Research and Planning in Higher Education, 17(3), 135-51.
Feali, S., Biglari, N., & Pezeshki Rad, Gh. (2011). [Students’ satisfaction of the quality of educational services (using SERVQUAL model) in college of agriculture, Tarbiat Modares (Persian)]. Iranian Journal of Agricultural Economics and Development Research, 42(4), 199-207.
Gorji, M. B. (2008). [A service quality survey and its relationship to effectiveness (Persian)]. Scientific Journal of Management, 5(12), 1-11.
Kavandi, R., & Shakeri, F. (2011). [Promoting Iran Khodro customers’ satisfaction of sale and guarantee services: an analysis of the map of quality elements via servqual approach (Persian)]. Journal of Industrial Management Faculty of Humaities, 5(14), 43-54.
Mirfakhradini, H., Mirfakhradini, F. S., & Sadr Bafghi, M. (2013). [Investigating rate of Iatric tourisms’ satisfaction and prioritizing the effective factors on it via fuzzy TOPSIS approach (Persian)]. Journal of Shahid Sadoughi University of Medical Sciences, 20(5), 668-78.
Ranjbar Ezzatabadi, M., Bahrami, M. A., Zare Ahmadabadi, H., Nasiri, S., Arab, M., Hadizadeh, F., et al. (2010). [Gap analysis between perceptions and expectations of service recipients through servqual approach in Yazd, Afshar Hospital (Persian)]. Toloo-e-Behdasht, 9(2-3), 75-86.
Cody, K., & Hope, B. (1999). EX-SERVQUAL: an instrument to measure service quality of extranets. Paper presented at the 10th Australasian Conference on Information Systems. New Zeland, Wellington, 1-3 December 1999.
Headley, D. E., & Bowen, B. D. (1997). International airline quality measurement. Journal of Air Transportation World Wide, 2(1), 55-63.
Horri, M. S., Nouri, I., Ehsanifar, M., & Hadavand, F. (2012). Customer satisfaction survey for governmental organizations (Case study: Markazi Province Agricultural Jihad Organization). American Journal of Scientific Research, 54, 81-91.
Huy, N. Q., Tam, P. T., & Nga, L. P. (2015). Determinants of corporate customer satisfaction in service quality at Vietnam bank for agriculture and rural development. Kaav International Journal Of Economics,Commerce & Business Management, 2(3), 15. Available from: http://www.kaavpublications.org/journals/journal-1/abstract/abstract-352.pdf
Landrum, H., Prybutok, V. R., Kappelman, L. A., & Zhang, X. (2009). Services: a parsimonious instrument to measure service quality and information system success. Quality Control and Applied Statistics, 54(1), 123-24.
Lewis, R. C., & Booms, B. H. (1983). The marketing aspects of service quality. In L. Berry, G. Shostack, & G. Upah (Eds.), Emerging Perspectives on Services Marketing (pp. 99-107). Chicago: American Marketing Association.
McClelland, S. D. (2002). Training needs assessment for the united way of Dunn County Wisconsin. Journal of Human Resource, 5(6), 153-67.
Mmbengwa, V. M., Groenewald, J. A., Van Schalkwyk, H. D., & Sebopetsa, M. P. (2012). An evaluation of the quality of government extension services in West Coast District of Western Cape Province, RSA. OIDA International Journal of Sustainable Development, 4(12), 113-26.
Osei Mensah, J., Owusu Damoah, E, & Aidoo, R. (2012). Assessing farmers' satisfaction of agronomic services received in Ghana using the SERVQUAL model: a case study of Kumasi metropolis. International Journal of Business and Social Science, 3(19), 51-60.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for future research. Journal of Marketing, 58, 111-24.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: a multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-37.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-33.
Rahim, R. C., & Nasir, N. (2011). The measurement of service quality using SERVQUAL: the case study of Peladang Setiu Agro Resort, Terengganu, Malaysia. Innovation, Development Sustainability, and Economic Growth, 1112-127.
Ramseook-Munhurrun, P., Lukea-Bhiwajee, S. D., & Naidoo, P. (2010). Service quality in the public service. International Journal of Management and Marketing Research, 3(1), 37-50.
Rana, A. S., Reddy, G. P., & Sontakki, S. (2013). Perceived service quality of agricultural organizations comparative analysis of public & private sector. International Journal of Advanced Research in Management and Social Sciences, 2(1), 286-95.
Terry, B. D., & Israel, G. D. (2004). Agent performance and customer satisfaction [Internet]. Journal of Extension, 42(6). Retrieved from http://www.joe.org/joe/2004december/a4.php
Wisniewski, M. (2001). Using SERVQUAL to assess customer satisfaction with public sector services. Managing Service Quality: An International Journal, 11(6), 380-88.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49, 33-46.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service. New York: Free Press.
پژوهش های روستائی
دوره 7، شماره 2
شهریور 1395
صفحه 330-343

فایل ها

سابقه مقاله

  • تاریخ دریافت: 05 دی 1394
  • تاریخ بازنگری: 04 بهمن 1394
  • تاریخ پذیرش: 20 فروردین 1395

هم رسانی

ارجاع به این مقاله

آمار