Service Quality and Client Satisfaction: Cases of Multiple Providers of Agricultural Extension Service in Bangladesh

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Since the early 1980s customer satisfaction surveys have maintained a conspicuous place in the research agenda (Allen & Rao, 2000). Quality is the core strategy that organizations execute to bring better values to customers for gaining a competitive advantage. Quality is conformance to requirements (Crosby, 1979). However Juran et al. (1974) see quality as fitness for use while according to Kanji (1990) quality is satisfying the customer’s requirement continually. Service quality is the ability of the organization to meet or exceed customer expectations (Kitchroen, 2004). Research diagnose several characteristics those are associated with service quality. Schneider & Bowen (1995) proposed three crucial issues security, esteem and justice…show more content…
This model enables a service provider to identify, how customers perceive the real performance of the service in comparison with their initial expectations on the basis of tangibles, reliability, responsiveness, assurance and empathy (Parasuraman et al., 1988).
SERVQUAL is a standardized and reliable instrument that has been used by majority of work to date endeavor to measure service quality (Rohini & Mahadevappa, 2006; Shahin, 2013; Riyadh Lidhari, 2009) although there are a number of other models (Seth et al., 2005). Zeithaml, et al. (1990) in his introduction pages mentioned that service quality methods can be used and applied to all types of profit and non-profit oriented organization services. Direct or modified application of the SERVQUAL model in measuring agricultural service organizations in no exception (Horri et al., 2012; Rana et al., 2013). Grīnberga-Zālīte (2011) in his study on the assurance of customer-guided training services' quality at rural advisory centers found that SERVQUAL model precisely indicates those criteria of Latvian Rural Advisory and Training Center (LRATC) service quality, which had a lower performance than customer expectation. The SERVQUAL model also used to measure quality of agricultural extension service in the KPSDMP - KP regency of Garut, Indonesia (Ruhana, 2011) and customer satisfaction in Markazi province
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