Abstract:
Farmers' associations in Kilombero Valley have been providing services to sugarcane
contract farmers and helping them with their farming activities since the 1990s. However,
there have been elements of dissatisfaction with the service quality provided by the
associations for many years. To address the issue, farmers in Kilombero Valley switched from
using the farmers’ association model to Agricultural Marketing Co-operative Societies
(AMCOS) in 2017. It has not been determined whether there is a positive change as a result of
the shift. This article assessed service quality under Agricultural Marketing Co-operative
Societies in Kilombero Valley. The aim is to determine farmers’ satisfaction level with the
services. The study employed a cross-sectional design. Both simple random and purposive
sampling techniques with proportionate stratified sampling methods were used. The
SERVQUAL model's five dimensions were used to collect data from 361 smallholder
sugarcane contract farmers via a questionnaire-based survey and key informant interviews.
Descriptive statistics and structural equation modelling based on the partial least square
were used in analysing quantitative data. The study found a relationship between service
quality dimensions and smallholder farmer satisfaction, with empathy, assurance, and
tangibles being statistically significant. Despite switching from using the farmers’ association
model to AMCOS, smallholder sugarcane farmers had a negative perception on the contract
farming service quality provided by AMCOS. It is recommended that service quality should be
improved to meet the needs of smallholder farmers and reduce complaints, particularly
regarding delays in supply of farming inputs. Also, AMCOS leaders and staff should improve
their customer service and service efficiency to meet farmers' needs.
