Document Type : Research Paper
Authors
Abstract
One of agriculture extension goals is informal training of farmers to improve agricultural practices,
meeting their needs and empower them through extension training classes. Indeed, these classes have
an important role to achieve extension goals. Thus, this survey was designed to investigate factors affecting
Aleshtar farmers satisfaction and loyalty towards extension training classes through survey in
Khozestan. The statistical population comsisted of all Aleshtar farmers (N= 650) who participated in
extension training classes and simple random quota sampling through Krejcie and Morgan sampling
table resulted to select 240 farmers. Data collection in this study was conducted using researcher-made
questionnaire. After preparing the questionnaire and confirming its validity by experts, its reliability
was confirmed through a pilot study by calculating theta reliability (θ= %78- %95). Structural equation
modeling was used to determine factors influencing farmers satisfaction through AMOS20. The results
revealed that, perceived quality service variable had the highest direct impact on participants' satisfaction
and satisfaction in tern had the highest direct impact on participants' loyalty toward extension
training classes. Another way, variables of farmers expect of extension training classes and farmers and
educators’ emotions toward extension classes had the highest indirect effect on individuals satisfaction
and loyalty. In addition, the sums of the direct and indirect impacts of farmers’ and educators’ emotions
toward extension training classes had the highest impact on farmers’ satisfaction of extension training
classes and satisfaction had the highest impact on loyalty toward extension training classes
Keywords
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رحیمی فیض آباد، ف.، و منفرد، ن. ) 1393 (. ارزیابی رضامندی کشاورزان از لاکس های آموزشی- ترویجی شهرستان
الشتر با استفاده از مدل اروپایی. پنجمین کنگره علوم ترویج و آموزش کشاورزی و منابع طبیعی ایران و اولین کنفرانس بین
. المللی خدمات مشاوره ای روستایی در آسیا و اقیانوسیه، ص 178
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.46- آموزشی ترویجی. فصلنامه پژوهش مدیریت آموزش کشاورزی، شماره 31 ، صص 57
شاه ولی، م.، و فتحعلی بیگلو، ح. ) 1388 (. بررسی عوامل موثر بر رضایتمندی گلخانه داران از روش مدرسه در مزرعه.
.33- فصلنامه پژوهش مدیریت آموزش کشاورزی، شماره 10 ، صص 40
یزدان پناه، م.، زمانی، غ.، و رضایی مقدم، ک. ) 1388 (. رضامندی کشاورزان از بیمه محصولات کشاورزی: کاربرد
.139 - تحلیل مسیر. فصلنامه اقتصاد کشاورزی و توسعه، سال 17 ، شماره 66 ، صص 163
Alini, M., Mirzaei, A., & Nahavand, S. (2012). Satisfaction of farmers of the farmers’ house from
Extension- Education courses held. Journal of Iife science, 1209-1215.
Arambewela, R., & Hall, J. (2006). A comparative analysis of international education satisfaction
using SERVQUAL. Journal of Services Research, 6(Special), 141-163.
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of
university education. European Journal of Marketing, 31(7), 528-540.
70 فصل نامه پژوهش مدیریت آموزش کشاورزی
Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty.
Journal of Economic psychology, 26(1), 35-57.
Bagram, D. M. M. M., & KHan, S. (2012). Attaining Customer Loyalty! The Role of Consumer Attitude
and Consumer Behavior. International Review of Management and Business Research, 1(1), 1-8.
Balzarotti, S., John, O. P., & Gross, J. J. (2010). An italian adaptation of the emotion regulation
questionnaire. European Journal of Psychological Assessment, 26(1), 61-67.
Calisir, F., & Calisir, F. (2004). The relation of interface usability characteristics, perceived usefulness,
and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP)
systems. Computers in Human Behavior, 20(4), 505-515.
DeBourgh, G. A. (2003). Predictors of student satisfaction in distance-delivered graduate nursing
courses: what matters most? Journal of Professional Nursing, 19(3), 149-163.
Frenzel, A. C., Goetz, T., Lüdtke, O., Pekrun, R., & Sutton, R. E. (2009). Emotional transmission
in the classroom: Exploring the relationship between teacher and student enjoyment. Journal of Educational
Psychology, 101(3), 705.
Garaulet, M., Canteras, M., Morales, E., Lopez-Guimera, G., Sánchez-Carracedo, D., & Corbalán-
Tutau, M. D. (2012). Validation of a questionnaire on emotional eating for use in cases of obesity:
the Emotional Eater Questionnaire (EEQ). Nutr Hosp, 27(2), 645-51.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment
in customer relationships. The Journal of Marketing, 70-87.
Gross, J. J., & John, O. P. (2003). Individual differences in two emotion regulation processes: implications
for affect, relationships, and well-being. Journal of personality and social psychology, 85(2),
348.
Grigoroudis, E. & Y. Siskos (2004), a survey of customer satisfaction barometers: Some results
from the transportation communications sector, European Journal of Operational Research, 152, 334-
353.
Haile, T. M., & Israel, G. D. (2010). A job well done: Clients satisfied with Extension's service.
Hansen, M. H., Morrow Jr, J. L., & Batista, J. C. (2002). The impact of trust on cooperative membership
retention, performance, and satisfaction: an exploratory study. The International Food and Agribusiness
Management Review, 5(1), 41-59.
Hofmann, S. G., & Kashdan, T. B. (2010). The affective style questionnaire: development and psychometric
properties. Journal of psychopathology and behavioral assessment, 32(2), 255-263.
Hsu, S. H. (2008). Developing an index for online customer satisfaction: Adaptation of American
Customer Satisfaction Index. Expert Systems with Applications, 34(4), 3033-3042.
Hu, L., and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis:
Conventional criteria versus new alternatives. Structural Equation modeling, 6(1), 1-55.
Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and
future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245.
Johnson, M. D., Nader, G., & Fornell, C. (1996). Expectations, perceived performance, and customer
satisfaction for a complex service: The case of bank loans. Journal of Economic Psychology,
17(2), 163-182.
عوامل مؤثر بر رضامندی و وفاداری ...
فصل نامه پژوهش مدیریت آموزش کشاورزی 71
شماره 33 ، تابستان 94
Landry, C. C. (2003). self- efficacy, motivation, and outcome expectation correlates of college
student’s intention certainty (Doctoral dissertation, Louisiana State University).
Liao, C., Chen, J. L., & Yen, D. C. (2007). Theory of planning behavior (TPB) and customer satisfaction
in the continued use of e-service: An integrated model. Computers in Human Behavior, 23(6),
2804-2822.
Liaw, S. S. (2008). Investigating students’ perceived satisfaction, behavioral intention, and effectiveness
of e-learning: A case study of the Blackboard system. Computers & Education, 51(2), 864-873.
Oladosu, I. O. (2006). Implications of farmers’ attitude towards extension agents on future extension
programme planning in Oyo state of Nigeria. Journal of Social Sciences, 12(2), 115-118.
Pezeshki Rad, Gh., Golshiri Esfahani, Z., & Chizari, M. (2010). Learner Satisfaction with Pomegranate
Production Extension-Education Courses in Yazd Province, Iran. Journal of Agricultural Science
and Technology, 11, 49-55.
Pollatos, O., Kirsch, W., & Schandry, R. (2005). On the relationship between interoceptive awareness,
emotional experience, and brain processes. Cognitive Brain Research, 25(3), 948-962.
Ravindran, S. D., & Kalpana, M. (2012). Student's Expectation, Perception and Satisfaction towards
the Management Educational Institutions. Procedia Economics and Finance, 2, 401-410.
State Extension Leaders Network (SELN). (2006). Enabling Change in Rural and regional Australia:
the role of extension in achieving sustainable and productive futures. State Extension Leaders
Network, WWW. Seln. Au
Summers, J. J., Waigandt, A., & Whittaker, T. A. (2005). A comparison of student achievement and
satisfaction in an online versus a traditional face-to-face statistics class. Innovative Higher Education,
29(3), 233-250.
Sutoova, A., & Solc M. (2009). Utilization of statistical methods within the European performance
satisfaction index (EPSI) rating methodology. Kvalita Inovacia Prosperita / Quality Innovation Prosperity,
77-82.
Tu, T., Lambert, C., Taylor, B. L., Lister, C., & Klein, A. (2011). National learner satisfaction survey:
adults in FE, apprenticeship, other LR and PCDL (BIS research paper number 17).
Ueltschy, L. C., Laroche, M., Tamilia, R. D., & Yannopoulos, P. (2004). Cross-cultural invariance
of measures of satisfaction and service quality. Journal of Business Research, 57(8), 901-912.
Yazdanpanah, M., Zamani, G. H., Hochrainer-Stigler, S., Monfared, N., & Yaghoubi, J. (2013).
Measuring satisfaction of crop insurance a modified American customer satisfaction model approach
applied to Iranian Farmers. International Journal of Disaster Risk Reduction, 5, 19-27.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination
loyalty: a structural model. Tourism management, 26(1), 45-56
رحیمی فیض آباد، ف.، و منفرد، ن. ) 1393 (. ارزیابی رضامندی کشاورزان از لاکس های آموزشی- ترویجی شهرستان
الشتر با استفاده از مدل اروپایی. پنجمین کنگره علوم ترویج و آموزش کشاورزی و منابع طبیعی ایران و اولین کنفرانس بین
. المللی خدمات مشاوره ای روستایی در آسیا و اقیانوسیه، ص 178
رحیمی فیض آباد، ف.، و یزدان پناه، م. ) 1393 (. عامل های موثر بر مشارکت پیوسته ی کشاورزان در لاکس های
.46- آموزشی ترویجی. فصلنامه پژوهش مدیریت آموزش کشاورزی، شماره 31 ، صص 57
شاه ولی، م.، و فتحعلی بیگلو، ح. ) 1388 (. بررسی عوامل موثر بر رضایتمندی گلخانه داران از روش مدرسه در مزرعه.
.33- فصلنامه پژوهش مدیریت آموزش کشاورزی، شماره 10 ، صص 40
یزدان پناه، م.، زمانی، غ.، و رضایی مقدم، ک. ) 1388 (. رضامندی کشاورزان از بیمه محصولات کشاورزی: کاربرد
.139 - تحلیل مسیر. فصلنامه اقتصاد کشاورزی و توسعه، سال 17 ، شماره 66 ، صص 163
Alini, M., Mirzaei, A., & Nahavand, S. (2012). Satisfaction of farmers of the farmers’ house from
Extension- Education courses held. Journal of Iife science, 1209-1215.
Arambewela, R., & Hall, J. (2006). A comparative analysis of international education satisfaction
using SERVQUAL. Journal of Services Research, 6(Special), 141-163.
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of
university education. European Journal of Marketing, 31(7), 528-540.
70 فصل نامه پژوهش مدیریت آموزش کشاورزی
Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty.
Journal of Economic psychology, 26(1), 35-57.
Bagram, D. M. M. M., & KHan, S. (2012). Attaining Customer Loyalty! The Role of Consumer Attitude
and Consumer Behavior. International Review of Management and Business Research, 1(1), 1-8.
Balzarotti, S., John, O. P., & Gross, J. J. (2010). An italian adaptation of the emotion regulation
questionnaire. European Journal of Psychological Assessment, 26(1), 61-67.
Calisir, F., & Calisir, F. (2004). The relation of interface usability characteristics, perceived usefulness,
and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP)
systems. Computers in Human Behavior, 20(4), 505-515.
DeBourgh, G. A. (2003). Predictors of student satisfaction in distance-delivered graduate nursing
courses: what matters most? Journal of Professional Nursing, 19(3), 149-163.
Frenzel, A. C., Goetz, T., Lüdtke, O., Pekrun, R., & Sutton, R. E. (2009). Emotional transmission
in the classroom: Exploring the relationship between teacher and student enjoyment. Journal of Educational
Psychology, 101(3), 705.
Garaulet, M., Canteras, M., Morales, E., Lopez-Guimera, G., Sánchez-Carracedo, D., & Corbalán-
Tutau, M. D. (2012). Validation of a questionnaire on emotional eating for use in cases of obesity:
the Emotional Eater Questionnaire (EEQ). Nutr Hosp, 27(2), 645-51.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment
in customer relationships. The Journal of Marketing, 70-87.
Gross, J. J., & John, O. P. (2003). Individual differences in two emotion regulation processes: implications
for affect, relationships, and well-being. Journal of personality and social psychology, 85(2),
348.
Grigoroudis, E. & Y. Siskos (2004), a survey of customer satisfaction barometers: Some results
from the transportation communications sector, European Journal of Operational Research, 152, 334-
353.
Haile, T. M., & Israel, G. D. (2010). A job well done: Clients satisfied with Extension's service.
Hansen, M. H., Morrow Jr, J. L., & Batista, J. C. (2002). The impact of trust on cooperative membership
retention, performance, and satisfaction: an exploratory study. The International Food and Agribusiness
Management Review, 5(1), 41-59.
Hofmann, S. G., & Kashdan, T. B. (2010). The affective style questionnaire: development and psychometric
properties. Journal of psychopathology and behavioral assessment, 32(2), 255-263.
Hsu, S. H. (2008). Developing an index for online customer satisfaction: Adaptation of American
Customer Satisfaction Index. Expert Systems with Applications, 34(4), 3033-3042.
Hu, L., and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis:
Conventional criteria versus new alternatives. Structural Equation modeling, 6(1), 1-55.
Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and
future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245.
Johnson, M. D., Nader, G., & Fornell, C. (1996). Expectations, perceived performance, and customer
satisfaction for a complex service: The case of bank loans. Journal of Economic Psychology,
17(2), 163-182.
عوامل مؤثر بر رضامندی و وفاداری ...
فصل نامه پژوهش مدیریت آموزش کشاورزی 71
شماره 33 ، تابستان 94
Landry, C. C. (2003). self- efficacy, motivation, and outcome expectation correlates of college
student’s intention certainty (Doctoral dissertation, Louisiana State University).
Liao, C., Chen, J. L., & Yen, D. C. (2007). Theory of planning behavior (TPB) and customer satisfaction
in the continued use of e-service: An integrated model. Computers in Human Behavior, 23(6),
2804-2822.
Liaw, S. S. (2008). Investigating students’ perceived satisfaction, behavioral intention, and effectiveness
of e-learning: A case study of the Blackboard system. Computers & Education, 51(2), 864-873.
Oladosu, I. O. (2006). Implications of farmers’ attitude towards extension agents on future extension
programme planning in Oyo state of Nigeria. Journal of Social Sciences, 12(2), 115-118.
Pezeshki Rad, Gh., Golshiri Esfahani, Z., & Chizari, M. (2010). Learner Satisfaction with Pomegranate
Production Extension-Education Courses in Yazd Province, Iran. Journal of Agricultural Science
and Technology, 11, 49-55.
Pollatos, O., Kirsch, W., & Schandry, R. (2005). On the relationship between interoceptive awareness,
emotional experience, and brain processes. Cognitive Brain Research, 25(3), 948-962.
Ravindran, S. D., & Kalpana, M. (2012). Student's Expectation, Perception and Satisfaction towards
the Management Educational Institutions. Procedia Economics and Finance, 2, 401-410.
State Extension Leaders Network (SELN). (2006). Enabling Change in Rural and regional Australia:
the role of extension in achieving sustainable and productive futures. State Extension Leaders
Network, WWW. Seln. Au
Summers, J. J., Waigandt, A., & Whittaker, T. A. (2005). A comparison of student achievement and
satisfaction in an online versus a traditional face-to-face statistics class. Innovative Higher Education,
29(3), 233-250.
Sutoova, A., & Solc M. (2009). Utilization of statistical methods within the European performance
satisfaction index (EPSI) rating methodology. Kvalita Inovacia Prosperita / Quality Innovation Prosperity,
77-82.
Tu, T., Lambert, C., Taylor, B. L., Lister, C., & Klein, A. (2011). National learner satisfaction survey:
adults in FE, apprenticeship, other LR and PCDL (BIS research paper number 17).
Ueltschy, L. C., Laroche, M., Tamilia, R. D., & Yannopoulos, P. (2004). Cross-cultural invariance
of measures of satisfaction and service quality. Journal of Business Research, 57(8), 901-912.
Yazdanpanah, M., Zamani, G. H., Hochrainer-Stigler, S., Monfared, N., & Yaghoubi, J. (2013).
Measuring satisfaction of crop insurance a modified American customer satisfaction model approach
applied to Iranian Farmers. International Journal of Disaster Risk Reduction, 5, 19-27.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination
loyalty: a structural model. Tourism management, 26(1), 45-56
)