Enhancing Agricultural Mechanization Cooperatives in Iran: A Strategic Framework for Service Quality Improvement Using ServQual-AHP-SWOT Analysis

This study develops a strategic framework to enhance the service quality and performance of agricultural mechanization cooperatives in Guilan Province, Iran. To achieve this, we employed an integrated ServQual-AHP-SWOT methodology with the primary objectives of: (1) identifying critical service quality gaps, (2) evaluating strategic internal and external factors, and (3) prioritizing actionable improvement strategies. Survey data from 214 farmers and expert evaluations revealed significant service quality deficits, most notably in machinery performance (tangible dimension, gap: -1.82) and the cost-service balance (assurance dimension, gap: -1.75). The SWOT analysis identified financial constraints and low member motivation as key weaknesses, while inflation and high operational costs were the primary threats. Using the Analytic Hierarchy Process (AHP), we quantitatively prioritized strategies, with aggressive strategies like investing in modern machinery (weight=0.29) and expanding services to neighboring villages (0.28) deemed most critical. Supportive strategies emphasized improving financial facilities (0.50) and technology transfer (0.17). The primary benefit of this research is a validated, replicable framework that enables cooperative managers and policymakers in developing regions to make data-driven decisions, strategically allocate resources, and ultimately enhance cooperative sustainability, farmer satisfaction, and agricultural productivity.