| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 102 === In the reality of this current social environment, agricultural businesses must encounter not only the capitalistic behavior that market has been becoming into but also the competitive pressure. Accumulating study reveals that the enhancement of service quality has brought significant differences and segmentations for the corporations, also improved customers’ satisfaction, thereby promoting their loyalty to achieve the purpose of profit maximization. Accordingly, it is important to investigate the relationship between the service quality and customers’ satisfaction for Farmer Association. This research focuses on the New Taipei City Farmer Association San Chong Branch as the research target, from observational perspective. Utilizing the survey questionnaire, we can acknowledge customers’ satisfaction on the service quality provided by the San Chong Branch.
This research shows that service quality is consisted of five characteristics: tangibility, reliability, responsiveness, assurance, and empathy. All of which suggests positive effects on customers’ satisfaction. This implies that when the farmer association provided exceptional service quality, the customers acknowledge and shows gratification. In addition, the yielding result is applicable to all research participants who have different background and perception, revealing the same positive effects on the in-depth explanatory of service quality. On the other hand, the service, achieving high responsiveness and helpfulness, of farmer association asserts in significance to customers’ satisfaction as the complement. Lastly, the result suggests “farmer association’s service quality” as a topic to consider for any further researches.
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