Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Influence of Education Quality on Satisfaction and Repeated Participation Intention in Agricultural Education Services

농업인 교육서비스 품질이 농업교육의 만족도 및 지속참여의향에 미치는 영향

  • 강덕봉 (호서대학교 벤처대학원 정보경영학과 융합서비스 전공) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2018.06.30
  • Accepted : 2018.08.14
  • Published : 2018.08.31
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Abstract

The purpose of the study focuses on the agriculture education services in the changing rural areas conditions such as population decline, aging society, and returning farmers. The study reviews the effects of agricultural education services on returning farmers and local residents for satisfaction, intention for recommendation, and intention to continue participation. Further, the study aims to investigate any difference in the level of satisfaction for two groups. The results suggested that there is a meaningful difference between return-farmers and local residents. Among the demographic variables, age and income showed a notable difference. However, sex, level of education and type of household did not suggest noticeable differences. In addition, the study accessed agricultural education from a service perspective and analyzed its service quality and customer satisfaction, loyalty and relationship using a service profit chain model. Like the result of most other studies, the analysis showed that these had positive relationships. While the study focused on the efficiency of agriculture education training program in agriculture technology centers, the study carries a meaningful value in that it discovered a meaningful difference in the satisfaction level between returning farmers and locals despite the fact that agriculture education was applied as a part of service. In practical terms, the study pointed out the need for consumer-centered education that reflects the characteristics of the groups rather than standardized education.

Keywords

References

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