摘要
近几十年来,孟加拉国的农业推广机构一直努力为用户提供高质量的服务,但多种原因造成推广成效不高,其中最重要的原因在于农业推广人员的绩效考核通常仅依据特定目标的完成情况,如会谈的次数和农户访问的次数,而没有考虑服务的质量。尽管农户是服务质量的最好评判者,但当前仍未将农户反馈纳入到推广绩效评价体系中,本文认为在对用户需求、忠诚度和维系的评价体系中,用户满意度和服务质量也值得特别考量。
为评价孟加拉国多个公共和私人农业推广组织的服务质量和用户满意度,本研究采用定量和定性相结合的研究方法,共计9个不同的推广组织的391位被访者(含用户和推广人员)参与了本次调查。为达到定量研究的目的,运用Parasuraman等(1990)提出的SERVQUAL模型测量服务质量,用户满意度则用李克特量表进行测量,包括服务内容、服务方法、推广人员行为和整体感知四大维度。Z统计量用以测量感知服务和期望服务间的差异显著性；简单回归分析用以测量用户满意度和服务质量维度间的关系；有序逻辑模型(OLM)用以测量选择变量对用户满意度的贡献。为观测推广服务水平、分析服务质量低的原因,探讨提高服务质量和用户满意度的方法,本文运用的定性方法包括SWOT分析法、关键人物访谈法(25名)、焦点小组座谈法(8组)、案例研究法(8个)以及非正式访谈法。
在实地调查和统计分析之前,通过对推广服务绩效的文献回顾,发现推广组织的服务质量不能满足用户期望的现象非常普遍。本文提供相关证据表明服务质量的五大维度都存在感知与期望评级的负相关关系,进一步研究表明,差距最高的存在于推广人员对用户需求的响应性,其次为信息提供的可靠性,以及推广积极作用的保证性,而私人非营利性组织供应商表现出更少的服务差距,其次是公共组织、私人营利组织。回归分析显示服务质量与用户满意度存在显著关系,一半的用户并不满意推广服务的整体表现,整体满意度得分最低,但相对于推广方法,用户对服务内容和推广人员行为表现出更多的满意。有序逻辑模型(OLM)显示：年龄、受教育程度、接触类型、通信媒体的使用、平均服务差距,与用户的整体满意度有显著关系。赋予项目柔性,提供快速服务,主动帮助用户,维护客户档案,以及保持承诺是服务质量改善的重要举措。服务质量恶化的主要原因在于推广工作人员后勤支持不足、基金支出中推广活动经费比率偏少、ICT的使用受限,推广和研究脱节,以及政府政策干预等。针对上述问题,本研究提出衡量服务质量的框架和提升农业推广服务质量的策略。
For decades, agricultural extension service in Bangladesh has been struggling to offer quality service to its clients. Reasons for this are many, but high on the list must be the fact that that the performance of the extension workers is usually based on the achievement of physical targets, such as the number of sessions delivered and the number of farmers visited,, rather than quality. Feedback from farmers is not taken into account, though they would probably be the best judge of the quality of the services delivered. Client satisfaction and service quality are central in measuring program adherence to client needs/demands, along with customer loyalty and retention.
In evaluating service quality and client satisfaction of multiple public and private agricultural extension service providers in Bangladesh, this research adopted a mixed method approach. A total of391respondents composed of both clients and employees from nine selected organizations were interviewed on a face-to-face basis. Service quality was measured using the SERVQUAL model proposed by Parasuraman et al.,(1990), whereas client satisfaction was measured using a Likert scale under four distinctive dimensions, namely:service content, service method, agent's behavior, and overall levels of client satisfaction. To measure significance of difference between perceived and expected service, this research used Z statistics while the Ordinary Least Squares (OLS) regression analysis was employed see the relationship between client satisfaction and service quality dimensions. Contribution of selected variables on client satisfaction was predicted using the Ordered Logistic Model (OLM). To see the field level service status, causes behind low service quality, and possible ways of improving service quality, this research also executed SWOT analysis using25Key Informant Interviews; eight Focus Group Discussions; eight Case Studies and numerous Informal Interviews.
Prior to field work and statistical analysis, the literature on the performance of extension services was reviewed. Overwhelmingly, the literature confirms that it is not unusual for extension organizations to fail to offer quality service according to client's expectations. The thesis presents evidence to show that the expected ratings on all the five service quality dimensions are lamentably negative. It was further confirmed that the highest gap existed in extension agent responsiveness to farmer needs, followed by reliability of what information was being given and assurance of positive impacts. However, private (non-profit) providers showed less service gap followed by public and private (profit) providers. Regression analysis confirmed the hypothesis that there is a significant relationship between client satisfaction and service quality dimensions. It was also found that almost half of the clients were not satisfied with the overall performance of extension services they encountered. Notwithstanding this disappointing finding, clients expressed more satisfaction with service content and agent's behavior, compared to the extension methods used, though the net result was poor overall satisfaction. OLM showed that age, education, type of contact, use of communication media, and mean service gap had a significant relationship with overall satisfaction of the clients. Bringing program flexibility, offering rapid service, willingness to help clients, maintaining client records, and keeping promise are some common areas need attention for service quality improvement. Major causes those impeded service quality were less logistic support; scarcity of fund for doing true extension work; less use of ICT for communication; lack of co-ordination among research-extension and extension service providers; political interference; etc. Along with proposing a framework for quality assessment, this study also recommends several strategies for improving quality of agricultural extension service.
引文
1 A detail of extension system in Bangladesh with the roles and limitation of public, private, and NGO extension service has been provided in Chapter 2
2 Please see www.mymensingh.gov.bd for more information
3 Please see www.rangpur.gov.bd for more information
4 Detailed profile of each of the nine selected organizations with their objectives, strategies, capacity, etc., is presented in Appendix-Ⅰ
6 Please see www.ngoab.gov.bd/Files/NGO_LIST.pdf
9 Please see http://afsp.brac.net/agriculture-extension-programme for details
10 Please seehttp://carebangladesh.org/shouhardoll/abt_so4.php for details
12 Please see http://www.hortex.org for details
14 NATP is the biggest ongoing project under MoA implemented by DAE, DLS and DOF. Please see www.natpdae.gov.bd for more information.
15 Lowest level public extension officer working at field level
16Please visit http://www.whitehouse.gov/omb/mgmt-gpra/index-gpra for details of the law
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