Based On The SERVQUAL Model At The Grass-roots Level Agro-technique Extension Regional Station Service Quality Evaluation

Regional agricultural extension station is dedicated to the first line of agricultural production. Since its promotion, studies on regional external evaluation of the quality of service stations are few. Therefore, this study constructed a regional station service quality evaluation model to evaluate agricultural business entities and farmers’ satisfaction with regional stations. And this is important to sustainable development and innovation of mechanism of regional stations. This study is the theoretical value of SERVQUAL model specific extension, and it will enrich and develop the theory related agricultural extension service quality regional stations to some extent, and also provide a theoretical reference for the grassroots agricultural extension evaluation system.In this paper, Investigation were conducted on Qian’an Town, Yang Coal, large Choi Chong, jianchangying Qian’an City, Hebei Province, these eight regional stations where some interviews and questionnaires were made on the workers in the station and business entities and farmers of new agricultural business. In a way of quota sampling by issuing customer satisfaction questionnaire for data collection, 202 valid questionnaires were obtained with efficiency 84.17%. Then the reliability of measurement methods, factor analysis, and SPSS17.0 software were used for data processing. Through drawing from PZB SERVQUAL, the area station service quality evaluation system was established. By analytic hierarchy process, the weight of each index was determined. We also verified the reliability and validity of the model and index system, and amended unreasonable targets. The main conclusions of the study were as follows:1. according to the regional station service features, combining SERVQUAL scale method, that "services, service processes, service support, service results," the four dimensions were raised, as well as 20 judges indicators, building a regional station service quality evaluation model.2. through factor analysis and reliability verification model, service facilities, service process, and security services have a significant impact on the quality of the results of the regional service station service. And the service station on the regional dimension of perception results explained more on service quality variables :55.18%.3. After empirical research, RS-SERVQUAL model is considered to be suitable to evaluate the quality of service for our grassroots agricultural extension integrated regional stations. Regional stations SQ scores of quality of service is-0.4457, and SQ <0 shows the quality of the service area of the station is unsatisfactory.New type of regional station household agricultural management main body and the service quality is not satisfactory. The result is not satisfied with the highest degree of service dimensions, new type of agricultural management main body and satisfaction of farmers’ demand for production of technical services is very low.The key to improving the quality of regional stations and services is to improve service results dimension. Regional stations which are good for the local production of the actual technology should be selected, and information serves to farmers, also with enthusiastic service, to make technology and information push down, farmers understand and operate properly, bringing the real economic benefit to farmers. Regional stations serve farmers should turn to new agricultural production and business entities. Regional stations should enhance production and technical services team building agriculture, to meet the production needs of agricultural business entities.