Investigating Iranian Farmers' Satisfaction With Agricultural Extension Programs Using the American Customer Satisfaction Index

ABSTRACT

The aim of this article is to investigate and measure farmers' satisfaction regarding extension services to better understand why farmers do or do not participate in such programs in Iran. Our study sample consisted of 240 farmers selected through simple quota random sampling (160 male and 80 female) from a list of names from the extension organization. Data were gathered through a face-to-face survey of farmers. Structural equation modeling analysis revealed that perceived quality and perceived value significantly predicted farmers' overall satisfaction. Furthermore, farmer satisfaction can predict farmers' loyalty to extension program activities. From a practical point of view, the present study provides a justification for using perceived quality and perceived value in policy and decision making that seeks to encourage farmers to use agricultural extension programs (AEPs).

KEYTERMS:

• farmers' satisfaction
• extension programs
• extension class
• perceived value
• perceived quality, Iran