축산컨설팅의 서비스품질이 농가만족에 미치는 영향

Effect of Livestock Consulting Service Quality on Farm Satisfaction

The Korean livestock form a big pillar of the rural economy, but it has various problems both at home and abroad. In particular, the Korean beef industry is at a time when it needs to secure competition as the scale-up by full-time farmers progresses. The study analyzed the effect of the service quality of livestock consulting on the farmer satisfaction in hanwoo(Korean cattle) farmers. The main analysis results showed that, firstly, the surveyed farmers were in their 60s or older and highly educated, with most of the breeding patterns being constant raise. Second, the Cronbach alpha value for the quality of service of livestock consulting was 0.8 or higher, the AVE value was greater than 0.5 and the C.R value was higher than 0.8 to meet reliability and validity. Third, as a result of the hypothesis test, the quality of service of livestock consulting will have a positive impact on the consulting results (H1-1), assurance (H1-5), was adopted, and was statistically significant. In addition, the quality of service of livestock consulting will have a positive impact on the farmer reliability (H2), the empathy (H2-1), and the assurance (H2-5) of the farmer trust were adopted and were statistically significant. And the conforming result of livestock consulting will have a positive effect on the farmer satisfaction (H3) and the program trust of the livestock consulting will have a positive influence on the farmer satisfaction (H4) was adopted and statistically significant. Based on these results, customized consulting on the site should be pursued continuously to improve livestock consulting in the future, and sufficient consulting time should be secured and outcome-taking through farm visits should be presented. In addition, through continuous feedback on counseling results, systematic on-site consulting should be carried out to expand confidence in farming households and to link them to satisfaction with farming households.