基于SERVQUAL的农民专业合作社服务质量评价

Evaluation on Service Quality of Farmers' Professional Cooperatives Based on SERVQUAL

以共同富裕为目标组建的农民专业合作社,其服务质量和水平是影响合作社稳定持续发展的关键。基于河南、山西两省部分地区农民专业合作社的样本调查数据,从提高农民专业合作社服务质量的目的出发,利用SERVQUAL模型,结合农民专业合作社服务质量的特征和表现形式,筛选出了21个具有代表性的评价指标,构建了农民专业合作社服务质量评价体系,并对合作社的服务质量进行了差距分析和评价。结果表明:对于调查样本所涉及的合作社,农户感知的服务质量水平与期望的服务质量水平存在明显差异,特别是在技术培训、信息公开共享程度上差异较大,服务质量综合评价结果小于0,农户的满意度较低。说明目前的农民专业合作社在管理制度方面亟待完善,在服务方式和质量水平方面有待于改进和提高。

We used SERVQUAL evaluation scale analysis method and constructed the service quality evaluation system of farmer cooperatives through the perspective of service quality,and used the sample data of cooperatives in He′nan Province and Shanxi Province to analyze and evaluate the development and service quality of producer services in farmers′professional cooperatives.The results show that there is a significant difference between the perceived service level and the expected level of service quality,perceived quality of service level is less than expected level of service quality especially for technical training,information sharing degree,the average value is negative,and the farmers′satisfaction is low,which indicates that the farmers′professional cooperative urgently needs to consummate the management system and its service mode and quality level should be improved at present.