Study on the Evaluation of Service Quality of Farmer Cooperatives Internalization Based on SERVQUAL Model

To understand the gap between the inner expectation and the actual perception of the members will help to improve the internal service quality of the cooperative. This paper used SERVQUAL model to evaluate the internal service quality of cooperatives, and used IPA analysis to explore the weak links in the internal service work of cooperatives. The result showed that, the total score of the internal service quality evaluation of the investigated cooperatives was negative. By paired sample t-test, there was significant difference between most indexes (P-E)(P<0.05) , the IPA analysis found that, there was a gap between the inner expectation and the actual perception of the members, the factors that affect the gap between the inner expectation and the actual perception were the efficiency of the connection between the supply and the demand of the service type, the ability to fulfill the service promise, the basic service facilities and equipment, the “People-oriented” service consciousness and the incentive means. In the light of the evaluation results, this paper put forward some countermeasures and suggestions, such as building a bridge of communication with the members, optimizing the basic service facilities and equipment of the cooperative, strengthening the construction of the cooperative service talents and giving full play to the guiding role of the government, in order to improve the internal service quality of cooperatives.