Assessment of service quality and farmers’ satisfaction of extension and advisory services received from agro-input dealers during COVID-19 in India

During the COVID-19 pandemic, agro-input dealers assumed a vital dual role by supplying essential agro-inputs and providing critical technical advisory services to farmers. The pandemic underscored the importance of these dealers evaluating the customer focus of their services, particularly in addressing the evolving needs of farmers during such challenging times. As the significance of service quality and customer satisfaction continues to rise across various sectors, this study sought to identify the key factors influencing farmers' satisfaction with the extension and advisory services provided by agro-input dealers. Utilizing the SERVQUAL approach and analyzing data from 350 respondents, the study explored the relationship between service quality and farmers' satisfaction. The results revealed that specific service quality dimensions namely, empathy, reliability, responsiveness, and tangible aspects had a substantial positive impact on farmers' satisfaction during the pandemic. These findings highlight the critical role that service quality plays as a strategic marketing tool for agro-input dealers, enabling them to secure a competitive edge in the market. To capitalize on these insights, the study recommends that agro-input dealers focus on enhancing the various dimensions of service quality, thereby improving farmers' satisfaction levels. By offering innovative solutions tailored to the unique challenges faced by farmers, dealers can not only meet but exceed expectations, fostering stronger customer loyalty. Understanding farmers' perceptions of service quality provides valuable insights that can be leveraged to refine services and, ultimately, boost sales performance. This approach ensures that agro-input dealers remain responsive to the needs of farmers, driving long-term success and resilience in the industry.