Assessing service quality and farmers’ satisfaction with service provided by agricultural marketing cooperative societies in Mvomero and Kilombero Districts, Tanzania

Abstract

Providing quality service has become an important aspect in the business and public service sectors. Agricultural Marketing Cooperative  Societies (AMCOS), as public enterprises, are supposed to offer quality services to their members. This study sought to assess service  quality and farmer satisfaction with the service provided by AMCOS in Kilombero and Mvomero districts, Tanzania. The study specifically determined the quality of services offered by AMCOS in relation to member satisfaction. Lastly, the study determined the level of  members’ satisfaction with the services offered by AMCOS. The study adopted a cross-sectional research design whereby 189 members  of AMCOS were interviewed. Data processing and analysis were guided by the servqual Model. Through the model, five dimensions  (tangible, reliability, responsiveness assurance, and empathy) were tested to find the gap that exists between perception and expectation  of the service offered by AMCOS. The findings showed that Tangible was the most deficient dimension of service quality offered by AMCOS, and the overall service quality or customer satisfaction index was 54%, indicating that more needs to be done to  improve the quality of services. On the level of satisfaction, the majority of the members were less satisfied with the services offered.  Conclusively; AMCOS in the study area offered a range of services, but social services were inadequate. The difference between  expectation and perception is negative, implying that members of AMCOS expected more than what was offered by their organisation.  The study recommends that AMCOS leaders work on the deficiencies to improve service qualities for their members so as to raise the   customer satisfaction index.