210 - Determinants of Extension Clients Satisfaction: Evidence from Client Experience Survey

Abstract Information: Client satisfaction is vital in Cooperative Extension because it enhances understanding of services from the customers’ viewpoint and ensures alignment of services with their needs and expectations (Ladewig, 1997). Since 1997, Florida Cooperative Extension (FCE) Service has conducted the annual Client Experience Survey (CES) to evaluate the quality of services and outcomes. An informal benchmark of 92% client satisfaction is set as an indicator of performance standards by FCE (Galindo-Gonzalez & Israel, 2010). Over the years, FCE has been successful in achieving this standard. This study was part of a broader CES designed to:
1) Assess the mean difference in satisfaction levels across different demographic categories.
2) Identify determinants for Extension client satisfaction.
The study assessed overall satisfaction with Extension services across three dimensions: service quality, outcomes, and demographic factors. Data from 610 clients were collected via an online survey, with 38 incomplete responses excluded, leaving 572 complete responses for analysis. Objective one utilized one-way ANOVA while objective two employed binary logistic regression. The dependent variable was coded as satisfied (0) and very satisfied (1), and independent variables included demographic factors, the opportunity to use Extension information, number of years using Extension services, among others.
The findings show that 18.4% of clients were satisfied, and 74.3% were very satisfied. A greater percentage of females (82.2%) were very satisfied with the Extension service than males (77.6%). Regarding ethnicity and race, 82.0% of Hispanic or Latino, 76.7% of White, and 76.2% of Black clients were very satisfied with the Extension services. However, no significant mean difference was found between satisfaction levels across the demographic variables. Hosmer and Lemeshow chi-square test for goodness of fit was non-significant (χ2(8) = 5.29, p = 0.725), suggesting a well-fitting binary logistic regression model. Participants’ perception of Extension information helping solve problems or answer their questions (B = 1.506, S.E. = 0.593, p = 0.011) and frequency of attendance and contacts reported by clients in a range of 5-14 times a year (B = 1.200, S.E. = 0.480, p = 0.012) were significant. The odds ratio for both significant predictors was greater than 1, indicating that with an increase in one unit of Extension information helping solve problems and one unit increase in the frequency of contacts with the Extension services, the odds of clients being very satisfied increase by factors of 4.5 and 3.32, respectively.
Based on the results, it is evident that a substantial portion of clients expressed high satisfaction levels with Extension services. Despite some demographic variations, no significant differences in satisfaction levels were observed. However, the significant impact of Extension information provision and frequency of contacts on client satisfaction underscores the importance of enhancing these aspects to further improve service outcomes. It is recommended that Extension design engaging programs to increase client interaction. More importantly, Extension programs and services should be oriented towards answering clients’ questions or supplying skills and knowledge that help tackle their unique problems and needs.