Factors Affecting Satisfaction and Loyalty of Farmers to the Agricultural Extension Programs

Extension and educational programs use various measures to advise farmers on adapting to climate change. Satisfaction with these programs is a tool to study their effectiveness. In this respect, studying the factors influencing satisfaction with extension and educational programs can help planners and policymakers of the agricultural sector in general, and agricultural extension in particular, to improve the quality of these programs. Therefore, the present paper explores the factors influencing satisfaction and loyalty in extension and educational programs. The statistical population was composed of all participants of these programs in Fars Province, Iran. A total of 150 participants was estimated as the sample size. Participants were selected through random sampling. Data collected from the participants were analyzed by structural equation modeling. The results showed that the research variables had optimal validity and reliability. The variables of appropriate extension packages and perceived value were among the most important factors dictating satisfaction with extension and educational programs. In addition to these two variables, other factors including image, emotions, perceived economic return, and tangibles of the educational programs had direct impacts on satisfaction and indirect impacts on loyalty to these programs. Research findings can help farmers to adapt to climate change.

Factors Affecting Satisfaction and Loyalty of Farmers to the Agricultural Extension Programs Keywords:

Adaptation to climate change , Appropriate extension packages , Educational programs , Perceived quality , Perceived value.