Adapted SERVQUAL for evaluating the provision of information as an agricultural extension service in South Africa

Abstract

The paper describes the adaptation of the Service Quality Instrument (SERVQUAL) for measuring the provision of information as an Extension Service. It explores agricultural Extension Services as a customer service and SERVQUAL as a service evaluation tool. The study aims to provide an adapted SERVQUAL instrument which includes a dimension for the measurement of the provision of information as a service. The reliability of the adapted instrument is tested by examining the results of a practical implementation thereof. The reliability of the adapted instrument is confirmed by using quantitative analysis of empirical data. Data used in the analysis was collected by means of a case study involving an agricultural organisation in the South African grain sector. This paper serves as the impetus for a discussion on the evaluation of the provision of Information as a Service, as provided by an agricultural organisation using Extension Services.

Keywords: SERVQUAL, Information as a Service, Agricultural Extension Services