Eko Nugroho, Zia Ul Rahman Fithron, Faiq Muhammad, Kannikar Hamprakorn
Artificial Insemination services are crucial to Indonesia’s rural extension system, but there is limited evidence on how farmers evaluate service quality. This study examines the relationships between five SERVQUAL dimensions–tangibles, reliability, responsiveness, assurance, and empathy–and overall farmer satisfaction with Artificial Insemination services in Boyolali, Central Java. We conducted a cross-sectional survey of 100 cattle farmers using structured questionnaires. SERVQUAL subscales and a global satisfaction question were rated on five-point Likert scales; internal consistency was acceptable (Cronbach’s α ≥ 0.757). Multiple linear regression analyzed the connection between each dimension and satisfaction. Results reveal a strong model fit (R2 = 0.864) and positive, significant associations for all five dimensions. Tangibles showed the largest standardized effect, followed by reliability, empathy, responsiveness, and assurance. The study’s scope is applied (non-causal and non-psychometric): we assess associations using brief perceptual indicators of SERVQUAL dimensions and report internal consistency without claiming full construct validation, latent-variable measurement, or behavioral effects. By shifting focus from technology-driven metrics to farmer-centered service qualities, the analysis clarifies which dimensions are perceived as most valuable in Artificial Insemination interactions. Prioritizing tangible readiness and reliable processes is most likely to increase satisfaction, complemented by improvements in empathy, responsiveness, and assurance. © 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Division of Socio-Economy, Faculty of Animal Science, Universitas Brawijaya, Jawa Timur, Malang, Indonesia; Division of Animal Production, Faculty of Animal Science, Universitas Brawijaya, Jawa Timur, Malang, Indonesia; Faculty of Animal Science and Technology, Maejo University, Chiang Mai, Thailand
