| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 104 === FAS is to provide agricultural production, supply, marketing, insurance, financial services to farmers. Along with the rapid economic change, demographic structure and consumption patterns also change. The service quality and satisfaction level of FAS is worth exploring among the middle-aged farmers. The study used PZB service quality model proposed by Parasuraman, Zeithaml& Berry and importance-performance analysis (IPA) as the theoretical basis to build the research architecture. Then, investigate the importance of middle-aged farmers on the quality of service and satisfaction of FAS. The subjects were the people aged over 45 living in Nantou county. 398 valid questionnaires were collected for statistical analysis, and also generated the analysis of IPA plane coordinates based on five service quality dimensions. The results showed that "reactive", "care of", "tangible" constructs of service quality located in fourth quadrant as "B5. FAS must provide complain channel", "C3. Farmers union members regard your interests as the first priority", "D3. FAS has enough parking space". The results showed the service quality of high importance and low satisfaction needed to be improved .
Keywords: Farmer association, Service quality, Importance-performance analysis
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