Assessing the Satisfaction Level of Rural Production Cooperative Members regarding Internal Service Quality in Chahar Mahal and Bakhtiari Province

This study aimed at assessing the satisfaction level of rural production cooperative members regarding internal service qualityby using SERVQUAL model. The statistical population of this research included 3715 members of rural production cooperatives of ChaharMahal and Bakhtiari Province. The sample included 160 individuals who were selected by random sampling method. Survey method was used، and a questionnaire was used to gather data. Faculty members of Isfahan Industrial University at Department of Rural Development validated the instrument. A pilot test was implemented. Cronbach’s alpha coefficient was used to measure reliability (0. 96). The results of this research revealed that the adjusted model of SERVQUAL was a suitable tool for measuring the members'' satisfaction of rural production cooperatives. Also، according to the results، these cooperatives had met the members'' expectations merely in confidence dimension respect، and regarding the other dimensions were unsuccessful. Moreover، the result of Kruskal-Wallis Test revealed that there was a significant difference between individual’s satisfaction level and their characteristics.