Satisfaction of apple orchardists with the services of commission agents: A study of Theog tehsil of Distt. Shimla

Abstract

Orchardists satisfaction with services provided by commission agents was studied. The study was based on the American Customer Satisfaction Index (ACSI) and analysed primary data collected from 100 orchardists from Theog Tehsil. Overall the orchardists appear satisfied but not delighted by the services of the commission agents. The orchardists are more satisfied with timely selling of produce, price being as per the prevailing market conditions and advance payment in case of emergency. Though the orchardists appeared satisfied with the expectations related to peripheral services like assistance in providing market information, responsiveness in providing transportation facility on the demand of the farmers and deduction of less commission charges, but it is these peripheral services that present scope for improvement on part of the commission agents. The study recommended that the commission agents maintain high level of transparency with regard to the prices of produce sold, timely selling and payments.