Measuring Service Quality and Farmers’ Satisfaction in e-National Agricultural Market Using the SERVQUAL Model
DOI:
https://doi.org/10.17010/ijom/2024/v54/i1/173383Keywords:
e-National Agriculture Market (e-NAM)
, farmers, SERVQUAL model, satisfaction, tangibilityPaper Submission Date
, October 25, 2022, Paper sent back for Revision, July 15, 2023, Paper Acceptance Date, September 25, Paper Published Online, January 15, 2024Abstract
Purpose : The Ministry of Agriculture, Government of India, developed the Electronic National Agriculture Market (e-NAM), an online platform that allows farmers to sell their produce throughout the nation. A total of 1,361 Agricultural Produce Market Committees (APMCs) in 23 states and 4 union territories provide e-NAM services. It has been observed that only a few markets have been implementing the e-NAM services effectively. According to a literature review, farmers do not generally accept or use the e-NAM services. This study used the SERVQUAL methodology to quantify the relationship between service quality characteristics and the farmers’ e-NAM satisfaction levels.
Methodology : The SERVQUAL model was utilized to examine the association between farmers’ satisfaction and SERVQUAL dimensions. Primary data were gathered from farmers who were registered participants in the Telangana and Odisha e-NAM implementation markets. Approximately 241 samples were chosen by a basic random sampling method. The path model and confirmatory factor analysis were created using AMOS software.
Findings : According to the study, farmers’ satisfaction levels are largely influenced by just three SERVQUAL model dimensions: assurance, reliability, and tangibility.
Practical Implications : The Ministry of Agriculture must provide the State agriculture marketing authorities with the necessary policy guidelines in order to fortify the three highly consequential SERVQUAL dimensions in each e-NAM implementing market: Assurance (lessening of intermediaries, information of price and market conditions, assignment, grading, etc.), reliability (best price, intertrading, e-bidding, etc.), and tangibility (computers, electronic weight, handheld machines, and restrooms).
Originality : In contrast to other studies on the e-NAM, the current study examined the relationship between the electronic National Agriculture Market’s service quality aspects and farmers’ satisfaction levels by building on the SERVQUAL model.
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