Employee Perceptions and Expectations of Online Marketing Service Quality: An Investigation of Farmers’ Associations in Taiwan

Chao-Chien Chen, Hsiu-Ping Yueh and Chaoyun Liang

International Food and Agribusiness Management Review, 2016, vol. 19, issue 01, 16

Abstract: Numerous agribusiness firms have aimed to improve their service quality to build profitable relationships with customers. Prior research has indicated that employee satisfaction could create customer loyalty, yielding favorable business results. According to previous studies, the SERVQUAL scale was used in this study to investigate the relationship between the expectations and perceptions of farmers’ association employees in Taiwan. The results indicated that the largest gap between employee expectations and perceptions pertained to the tangibility of service quality, followed by reliability, empathy, responsiveness, and assurance. In addition, the results suggested that perceived responsiveness could influence expected tangibility, and that expected empathy could influence perceived assurance and empathy. To achieve higher profitability, farmers’ associations should focus on low-performing areas, and the overall value of an organization should be vital to employees.

Keywords: Community/Rural/Urban Development; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Productivity Analysis (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/230833/files/320150103.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:230833

DOI: 10.22004/ag.econ.230833

Access Statistics for this article

More articles in International Food and Agribusiness Management Review from International Food and Agribusiness Management Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().