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The Influences of Service Quality and Commitment on Consumer Satisfaction of Farmers' Associations in Taichung from External Customers' Perspective
Along with the rapid societal and industrial changes, the Farmer's Associations (FAs) in Taiwan must adjust their organizational development strategies and business models to cope with the challenges stemming from the aging of agricultural population, emerging demands of new beginning young farmers who are also unfamiliar with FAs, and impacts of certain agricultural policy's restriction as well as new entrants' competition. While FAs have long neglected the importance of customer service in their strategic layout, many suggestions are proposed to require the transformation of pure production orientation by incorporating service thinking for a change in FAs' organizational behaviors. This study focuses on the service quality and commitment of FAs and the effects of service quality and commitment on consumer satisfaction of 735 external customers calling at 22 FAs in Taichung for investigation. The structured questionnaire in-person survey method is applied for data collection. The results reveal Taichung FAs' customers have positive views about both service quality and commitment of FAs; also significant positive effects of service quality and commitment on consumer satisfaction are confirmed. Based on the research findings, it is advised that FAs may enhance consumer satisfaction by improving the responsive aspect of service quality so as to strengthen service commitment to retain the present customers as well as to recruit more prospective ones locally.
|Appears in Collections:||農林學報 第65卷 第04期|
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