Factors Influencing the Satisfaction of Khorramabad Farmers with Extensional Education Services Based on the Customer Satisfaction Model

Rahimi, Fatemeh; Beyranvand, Iraj

doi:10.22092/jaear.2026.372542.2099

Document Type : Research Paper

Authors

Fatemeh Rahimi ¹
Iraj Beyranvand ²

¹ Department of Agricultural Economics and Rural Development, Faculty of Agriculture, Lorestan University, Khorramabad, Iran

² Agricultural Jihad Expert of Lorestan Province, Khorramabad, Iran.

10.22092/jaear.2026.372542.2099

Abstract

Agricultural extension, playing a pivotal role in realizing agricultural development plans, encompasses a broad spectrum of educational services. In this regard, extension training courses hold a special position in achieving agricultural extension objectives. However, the effectiveness of these courses is contingent upon beneficiary satisfaction. This study aimed to analyze factors influencing the satisfaction of beneficiaries in Khorramabad County with extension training courses by applying the extended ACSI model. The statistical population of this study comprised 15,000 farmers from Khorramabad County who 375 individuals were selected using stratified multi-stage sampling proportional to the population size. A questionnaire was used as the data collection tool. Construct validity was established based on AVE (0.545-0.751),. Furthermore, the reliability of the questionnaire was verified using ordinal theta coefficient (ranging from 0.727 to 0.924) and CR values (ranging from 0.847 to 0.935) across different sections of the questionnaire. The questionnaire items were measured using a five-point Likert scale. SEM results revealed that perceived expectations (β = 0.333, Sig. = 0.0001), perceived value (β = 0.181, Sig. = 0.0001), and trust (β = 0.283, Sig. = 0.0001) had a significant positive direct impact on beneficiary satisfaction with extension training courses. Conversely, the impact of perceived service quality on satisfaction was found to be insignificant (β = 0.112, Sig. = 0.119). Furthermore, Structural Equation Modeling analysis revealed that satisfaction (β = 0.503, Sig. = 0.0001), complaint (β = 0.137, Sig. = 0.0001), and trust (β = 0.227, Sig. = 0.0001) had a significant positive effect on loyalty.

Keywords

Main Subjects

Agricultural education

References

رحیمی فیض آباد، ف.، و یزدان‌پناه، م. (1399). بررسی عامل‌های موثر بر رضامندی کشاورزان شهرستان الشتر از کلاس‌های آموزشی ترویجی. پژوهش مدیریت آموزش کشاورزی، شماره 54، صص 136-120.

عثمانپور، م.، رضایی، ر.، اسکندری، ف.، و موموندی، ع. (1402). شناسایی مولفه‌ها و الزامات نظام ترویج کشاورزی تکثرگرا در ایران. علوم ترویج و آموزش کشاورزی ایران، جلد 19، شماره 1، صص 64-45.

علیزاده، ن.، علیپور، ح.، نیکویی، ع.، حاجی میررحیمی، د.، بخشی جهرمی، آ.، و حسن‌پور، ب. (1397). شناسایی چالش‌ها و الزامات ترویج کشاورزی و آسیب‌شناسی وضع موجود نظام نوین ترویج کشاورزی ایران. علوم ترویج و آموزش کشاورزی ایران، جلد 14، شماره 2، صص 35-21.

قاسمی، ج.، نوری، ح.، توکلی، ع.، و غلامی. ح. (1401). اعتبارسنجی الگوی سیپ (CIPP) در ارزشیابی اثربخشی محققان معین از دیدگاه شبکه ترویج کشاورزی ایران. مطالعات کارآفرینی و توسعه پایدار کشاورزی، دوره 9، شماره 4، صص 84-61.

کریمی‌گوغری، ح.، رضایی‌مقدم، ک.، زمانی، غ.، حیاتی، د.، و رضایی، ع. (1396). واکاوی شبکه‌ی نهادی ترویج و آموزش کشاورزی استان کرمان: کاربرد تحلیل شبکه اجتماعی. علوم ترویج و آموزش کشاورزی ایران، جلد 13، شماره 2، صص 151-131.

محمدی، ی.، و عواطفی اکمل، ف. (1400). تحلیل موانع اثربخشی دوره‌های ترویج کشاورزی در استان کرمانشاه. علوم ترویج و آموزش کشاورزی ایران، جلد 17، ویژه نامه، صص 38-27.

نعیمی، ا.، نجفلو، پ.، سبحانی، م.ج. (1394). نقش آموزش، ترویج و اطلاع‌رسانی در توسعه فناوری زیستی کشاورزی از دیدگاه متخصصان. پژوهش مدیریت آموزش کشاورزی، شماره 33، صص 110-97.

هاشمی، ز.، و تقی‌زاده هرات، ع. (1395). معرفی شاخص رضایت مشتری کشورها. سومین کنفرانس بین‌المللی پژوهش‌های نوین در مدیریت، اقتصاد و علوم انسانی، 16 خرداد ماه باتومی، گرجستان.

یزدان‌پناه، م.، و رحیمی فیض آباد، ف. (1394). عامل‌های موثر بر رضامندی و وفاداری کشاورزان شهرستان الشتر از کلاس‌های آموزشی ترویجی. پژوهش مدیریت آموزش کشاورزی، شماره 33، صص 72-56.

Ali, S. S., & Kaur, R. (2018). An analysis of satisfaction level of 3PL service users with the help of ACSI. Benchmarking: An International Journal, 25(1), 24-46.

Askariazad, M. H., & Babakhani, N. (2015). An application of European customer satisfaction index (ECSI) in business to business (B2B) context. Journal of Business & Industrial Marketing, 30(1).

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.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research/Lawrence Erlbaum Associates, 295–336.

Deng, W. J., Yeh, M. L., & Sung M. L. (2013). A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American Customer Satisfaction Index. International Journal of Hospitality Management, 35, 133-140.

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. The Journal of Marketing, 7-18.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. 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.

Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2), 195–204.

Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y. (2019). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95(1), 10–23.

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.

Keskar, M. Y. & Pandey, N. (2020). Development of conceptual framework for internet banking customer satisfaction index. International Journal of Electronic Banking, 2(1), 55-76.

Kim, S. H., Cha, J., Singh, A. J., & Knutson, B. (2013). A longitudinal investigation to test the validity of the American customer satisfaction model in the U.S. hotel industry. International Journal of Hospitality Management, 35, 193– 202.

Kumar, R. (2016). Students Satisfaction Index (SSCT): An Application of Structural Equation Model. Globus An International Journal of Management & IT A Refereed Research Journal, 7(2), 1-8.

Li, L., Gao, T., Yu, L., & Zhang, Y. (2022). Applying an integrated approach to metro station satisfaction evaluation: A case study in Shanghai, China. International Journal of Transportation Science and Technology, 11, 780–789.

Liu, Y., Shang, M., Jia, C., Lim, X.-J., & Ye. Y. (2024). Understanding consumers’ continuous-use intention of crowdsourcing logistics services: Empirical evidence from China. Heliyon, 10, 1-15.

Mohammed, S. A. S. A., Ahmed Bamahros, H. M., Grada, M. S., & Alaswadi, W. (2023). EC-education, gender disparity, and digital entrepreneurship intention: The moderating role of attitude components; a competitive advantage of the Ha’il region. International Journal of Information Management Data Insights, 3(2), 100179.

Morgeson III, F. V., Hult, G. T. M., Sharma, U., & Fornell, C. (2023). The American Customer Satisfaction Index (ACSI): A sample dataset and description. Data in Brief, 48, 1-11.

NGO, T. T. A., NGUYEN, K. B., PHAM , M. T., TRAN, N. T., TRAN, H. T., & DAO, C. T. (2025). The influence of online customer reviews (OCRs) on the online-shopping intention for domestic fashion: A case study of Vietnam. Acta Psychologica, 260, 1-20.

Odette Lobato-Calleros, M., Rodriguez, K. F., Lobato, P. C., & Lobato, R. C. (2016). Development and testing of an assessment model for social enterprises: the case of Capeltic in Mexico. Business Process Management Journal, 22(5).

Pezeshki, R. E., Sabokro, M., & Jalilian, N. (2020). Developing customer satisfaction index in Iranian public higher education. International Journal of Educational Management, 34(7), 1093-1104.

Poromatikul, C., De Maeyer, P., Leelapanyalert, K., & Zaby, S. (2020). Drivers of continuance intention with mobile banking apps. International Journal of Bank Marketing, 38(1), 242-262.

Revilla-Camacho, M.-Á., Cossío-Silva, F.-J., & Palacios-Florencio, B. (2017). Corporate Responsibility under the ECSI model: An application in the hotel sector. European Research on Management and Business Economics, 23, 23–32.

Shen, W., Xiao, W., & Wang, X. (2016). Passenger satisfaction evaluation model for Urban rail transit: A structural equation modeling based on partial least squares. Transport Policy, 46, 20–31.

Teichert, T., & Shah, A. M. (2026). From reviews to constructs: Using LLMs to model customer satisfaction in platform-based services. Journal of Retailing and Consumer Services, 88, 1-16.

Turkyilmaz, A., Temizer, L., & Oztekin, A. (2018). A causal analytic approach to student satisfaction index modeling. Annals of Operations Research, 263(1), 565-585.

Wang, H., Liu, H., Kim, S. J., & Kim, K. H. (2018). Sustainable fashion index model and its implication. Journal of Business Research, 1-8.

Yazdanpanah, M., & Rahimi Feyzabad, F. (2017). Investigating Iranian Farmers, Satisfaction with Agricultural Extension Programs Using the American Customer Satisfaction Index. Journal of Agricultural & Food Information, 18(2), 123-135.

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.

Yuan, Y., Yang, M., Wu, J., Rasouli, S., & Lei, D. (2019). Assessing bus transit service from the perspective of elderly passengers in Harbin, China. International Journal of Sustainable Transportation, 1-16.

Zhang, J., Wang, J., Min, S. D. Chen, K. K., & Huang, H. (2016). Influence of curriculum quality and educational service quality on student experiences: A case study in sport management programs. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 81-91.

Zhang, L., Han, Z., & Gao, Q. (2008). Empirical study on the student satisfaction index in higher education. International Journal of Business and Management, 3(9), 46–51.

Agricultural Education Administration Research

Factors Influencing the Satisfaction of Khorramabad Farmers with Extensional Education Services Based on the Customer Satisfaction Model

References

References

Volume 17, Issue 75 - Serial Number 75
April 2026
Pages 65-83

Factors Influencing the Satisfaction of Khorramabad Farmers with Extensional Education Services Based on the Customer Satisfaction Model

References

References

Volume 17, Issue 75 - Serial Number 75April 2026Pages 65-83

Volume 17, Issue 75 - Serial Number 75
April 2026
Pages 65-83