RICE FARMER'S SATISFACTION LEVEL TOWARDS SERVICE QUALITY: A CASE OF RICE MILLS IN ARGAO, PHILIPPINES
Gladys Jane V. Remolino, Lourdes Faye N. Lopez, Jerald R. Parojinog, Luther D. Sarcauga and Michael F. Camello
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This study aimed to enhance the service quality of rice mills in Argao, Cebu, Philippines, with the goal of boosting customer satisfaction among selected farmers. Through primary and secondary data sources, the study identified the challenges faced by rice mill operators in the region and the low-quality rice production in the Philippines. Using various statistical methods, including frequency count and analysis of variance, the researchers analyzed the data collected from rice mill operators and farmers to determine their satisfaction levels and the current state of service quality. The study revealed that the three rice mills in Argao, Cebu, Philippines, are using the single-pass method of rice milling, with a minimum input of 75% hulling efficiency, an input capacity of 500-900 kilograms, and a minimum output of 0.50 tons per hour. To improve service quality, the study recommends adopting the multi-pass method of rice milling, utilizing modern rice mill machines, and providing training and education to rice mill operators. Additionally, the study provides improvement plans and guidelines for the operation of rice mills and recommends optimal tools and technologies. Ultimately, the study concludes that improving service quality will increase customer satisfaction levels, leading to increased competitiveness and growth in the rice industry, and provides insights and recommendations to national and local government staff in charge of milling facilities.
Rice Mill, Quality, Rice Farmer, Satisfaction Level, Service Quality