Research On Farmer Professional Cooperatives Service Quality Evaluation And Promotion Strategy

To common prosperity as the goal,the establishment of farmer professional cooperatives good service quality and level is the key to rapid and stable development of cooperatives.Cooperatives provide farmers with targeted agricultural information and technical services,which can effectively promote the sustainable development of local agricultural production and related industries.However,due to the lack of perfect enterprise management operation mechanism,the service awareness and service function of our country's rural professional cooperatives cannot be fully developed,so that the service quality of most farmer professional cooperatives is low,and the vital interests of cooperatives and farmers cannot be effectively connected,and it is difficult to compete with the powerful market service enterprises.Therefore,the study of the service quality of the farmer professional cooperatives and the promotion strategy can find the dynamic law of the cooperative development.It is of great practical meaning to master the basic trend of the development of the service of the farmers' professional cooperatives and formulate the policies to support the development of the farmers' Professional cooperatives.The improvement of service quality requires the cooperatives to evaluate their own services,understand the service advantages and farmers' production needs,but there are few applications for the quality of cooperative service,and our country has not yet formed a complete and effective measurement method of service quality.The SERVQUAL model is an evaluation model of service quality in western countries.It is short for "service quality" service quality,and its core is "service quality gap".Therefore,it is necessary to study and adjust the existing service scale and service gap when applying to specific cooperative service.This study based on parts of Henan and Shanxi provinces on the sample survey data of farmer professional cooperatives,from the purpose of improving the service quality of farmer professional cooperatives,using the SERVQUAL service quality gap model,combined with the features of the service quality for farmer professional co-operatives and manifestation,screen out the 21 representative evaluation index,the cooperative service quality gap analysis and evaluation,the influence factors of the quality of cooperative service are analyzed with Binary Logistic regression model,and the improvement strategy of cooperative service quality is put forward for the key factors.The results show that,on the one hand,there are obvious differences in the perceived level and expectation level of the quality of the cooperative service for the farmers involved in the survey samples,especially in the technical training and the public sharing of information,the results of the comprehensive evaluation of service quality are smaller than zero,and the satisfaction of the farmers is low.It is pointed out that the current farmer professional cooperatives need to be improved in terms of management system,and need to be improved in terms of service mode and quality level.On the other hand,the time of farmers' joining,the level of culture,the degree of facultative,the understanding of farmers,the distribution of profit and the scale of planting are the significant factors that affect the satisfaction of the farmers to the cooperative service.Based on the above findings,the corresponding promotion strategies are put forward to further improve the service quality of farmer professional cooperatives.