Research On The Service Quality Of Agricultural Information Website And Its Relationship With Customer Satisfaction

Since ancient times, our country is a large agricultural country, in the information technology rapid development today, the rapid development of agriculture is inseparable from the construction of agricultural informatization, and agricultural information websites as an important part of agricultural informatization, the role in the development of agricultural economy is becoming more and more prominent. After 2000, with the implementation of the “Golden Agriculture Project”, a large number of agricultural information websites have been set up, the website increasingly competitive. The rapid development of Internet technologies makes more and more users choose to apply agricultural information website to get help. Users’ requirements for the quality of agricultural information service are increasing day by day, but the website service quality level is not satisfactory. In order to maintain a good relationship with users to ensure that the website sustainable competitive advantage, we must understand the key factors affecting the quality of agricultural information service, to provide more services to meet the needs of users, thereby increasing user satisfaction.Most current researches about agricultural website service quality are from the angle of the subjective, qualitative, ignoring the directly users’ feeling. Using the user perception as a starting point for the research, this article mainly has two points, first, to determine the main factors affecting the quality of agricultural information service and to construct our country agriculture information website service quality measurement scale. Secondly, to explore agricultural website service quality influence factors on the users perception of agricultural information website service quality and the influence mechanism of user satisfaction.Based on the existing literature at home and abroad, using the methods of user interviews and expert consultation, it obtained the influencing factors on the quality of the service, and then through the reliability analysis, exploratory factor, confirmatory factor analysis and a series of rigorous scale testing methods, it constructed in accordance with Chinese agricultural information website development status of service quality measurement scale, which is composed of the quality of information, business ability, ease of use, web design, affordable, interactive care of six dimensions and 22 multi-item. On this basis, using structural equation model, the relationship between agricultural information website service quality and customer satisfaction was studied. The results show that the quality of information, business ability, ease of use, web design, affordable and interactive care have a significant effect on perceived service quality, information quality, business capacity and interactive care are one of the main influence of agricultural information website service quality factors, affordable, interactive care, information quality and business ability have a significant effect on customer satisfaction. Users’ overall perceptions of service quality levels significantly affect customer satisfaction. Based on this, this paper puts forward the suggestions to improve the quality of agricultural information service. Therefore, this research to some certain extent can provide reference to how the agricultural information website improves the quality of service and then improve customer satisfaction.