This mixed-methods research adopts the realist and pragmatist problem-solving
approach to establish an adapted SERVQUAL framework for ASIs in Botswana. The
study aims to apply a modified SERVQUAL questionnaire in establishing gaps
between small-scale poultry farmers expected and perceived service quality, and to
investigate the gap’s effects on farmer’s business performance leading to
establishment of an adapted SERVQUAL framework for ASIs in developing
economies. Consulted literature indicates that Botswana’s poultry farming value chain
is marginally polarised towards large-scale poultry farmers, there is currently no
service quality measurement tool for ASIs in Botswana and excellent ASI’s service
quality directly impacts farmers’ business performance. Research questions coupled
with gaps identified in literature formed the basis of the study’s research instruments.
The gaps identified are lack previous service quality studies in Botswana’s agricultural
sector, non-existence of a service quality measurement tool for ASIs and that previous
service quality studies in Botswana focused on gaps between expected and perceived
service quality with no focus impact of service provider’s challenges on customer’s
business performance. Research participants for this mixed-methods research were
drawn from 25 managers from five ASIs (qualitative interviews) and 200 small-scale
poultry farmers drawn from a population of 650 poultry farmers in Botswana
(Quantitative adapted SERVQUAL questionnaire). Qualitative data was analysed
using word cloud content analysis and narrative analysis whereas SPSS was utilized
to analyse quantitative data. Findings from interviews affirmed that ASI’s service
quality across all dimensions directly affects farmers’ business performance, ASIs
face challenges that affect their service delivery and there are currently no tool poultry
farmers use to appraise ASI’s service quality. Quantitative research findings affirm
that small-scale poultry farmers are generally unsatisfied with the quality of service
rendered by ASIs in Botswana. Both interviews and the questionnaire findings
confirmed that ASIs’ service quality has an impact on customers’ business
performance in terms of profitability, sales growth, market share, and business growth.
This study adds value to the existing body of knowledge on SERVQUAL and the
developed adapted SERVQUAL framework and tool would benefit ASI management
in Botswana and other developing economies
Hierdie gemengde metode-navorsing het die realistiese en pragmatiese
probleemoplossingsbenadering gevolg om ’n aangepaste SERVQUAL-vraelys vir
ASI’s in Botswana saam te stel. Die doel van die studie was om ’n gewysigde
SERVQUAL-vraelys toe te pas om die gapings tussen kleinskaalse pluimveeboere se
verwagte en waargeneemde diensgehalte te bepaal, en om die impak van die gapings
op die boere se sakeprestasie te ondersoek. Dit het tot die daarstelling van ’n
aangepaste SERVQUAL-raamwerk vir ASI’s in ontwikkelende ekonomieë gelei.
Geraadpleegde literatuur dui aan dat Botswana se pluimveeboerdery-waardeketting
marginaal gepolariseerd is teenoor grootskaalse pluimveeboere. Daar is tans geen
metingsinstrument vir diensgehalte van ASI’s in Botswana nie, en uitstekende
ASI-diensgehalte het ‘n direkte impak op boere se sakeprestasie. Die navorsingsvrae
en leemtes wat in die literatuur geïdentifiseer is, het die basis van die instrumente van
die navorsingstudie gevorm. Die gapings wat geïdentifiseer is, is ‘n gebrek aan vorige
diensgehaltestudies in Botswana se landbousektor en die afwesigheid van ‘n
metingsinstrument vir diensgehalte van ASI’s. Vorige diensgehaltestudies in
Botswana het ook op gapings tussen verwagte en waargeneemde diensgehalte
gefokus met geen fokus op die impak van die diensverskaffer se uitdagings op die
kliënt se sakeprestasie nie. Deelnemers in die gemengde metode-navorsingstudie is
gekies uit 25 bestuurders van vyf ASI’s (kwalitatiewe onderhoude) en 200
kleinskaalse pluimveeboere uit ‘n bevolking van 650 pluimveeboere in Botswana
(kwantitatief aangepaste SERVQUAL-vraelys). Wolkinhoud-ontleding en narratiewe
ontleding is gebruik om kwalitatiewe data te ontleed, terwyl SPSS gebruik is om
kwantitatiewe data te ontleed. Bevindinge uit onderhoude het bevestig dat die
diensgehalte van ASI’s oor alle dimensies boere se sakeprestasie direk beïnvloed.
ASI’s staar uitdagings in die gesig wat hul dienslewering beïnvloed, en daar is tans
geen instrument wat pluimveeboere gebruik om ASI’s se diensgehalte te evalueer nie.
Kwantitatiewe navorsingsbevindinge bevestig dat klenskaalse pluimveeboere oor die
algemeen ontevrede is met diens wat ASI’s in Botswana lewer. Beide die onderhoude
en die vraelysbevindinge het bevestig dat ASI’s se diensgehalte ‘n impak op kliënte
se sakeprestasie het wat betref winsgewendheid,verkoopgroei, markaandeel en
sakegroei. Hierdie studie voeg waarde toe tot die bestaande kennis oor SERVQUAL,
en die ontwikkelde, aangepaste SERVQUAL-raamwerk en instrument sal ASI-bestuur
in Botswana en ander ontwikkelde ekonomieë bevoordeel
Tshekatsheko e ya tswakanyomekgwa e dirisa mokgwa wa tharabololomathata wa
boammaruri le wa mmatota go ka fitlhelela letlhomeso la SERVQUAL la Ditheo tsa
Ditirelo tsa Temothuo (ASI) kwa Botswana. Maikaelelo a tshekatsheko e ke go dirisa
dipotsopatlisiso tse di fetotsweng tsa SERVQUAL gore go fitlhelelwe diphatlha
magareng ga ditirelo tse di nonofileng tse di solofetsweng le tse di akantsweng tsa
balemirui ba dikgogo ba dikgwebopotlana. Maikaelelo gape a tshekatsheko e ke go
batlisisa ka ga diphelelo tsa diphatlha tse mo dikatlegong tsa dikgwebo tsa balemirui
tseo di tlholang tlhamo ya letlhomeso la SERVQUAL la diASI mo diikonoming tse di
tlhabologang. Dibuka le metswedi e e buisitsweng di supa gore ketane ya boleng ya
bolemirui jwa dikgogo kwa Botswana e inametse gannye ka fa letlhakoreng la
balemirui ba dikgogo ba dikgwebodikgolo mme ebile gape ga go sediriswa sa
tekatekanyetso sa ditirelo tse di nonofileng tsa diASI kwa Botswana. Se sengwe gape
ke gore ditirelo tse di nonofileng tsa diASI tse di molemo di na le seabe mo dikatlegong
tsa dikgwebo tsa balemirui. Dipotso tsa patlisiso gammogo le diphatlha tse di
fitlhetsweng mo dibukeng le metsweding mengwe di bopile motheo wa didiriswa tsa
patlisiso tsa tshekatsheko. Diphatlha tse di fitlhetsweng ke tlhokego ya ditshekatsheko
tsa ditirelo tse di nonofileng tse di fetileng mo lekaleng la bolemirui la Botswana,
tlhokego ya sediriswa sa tekatekanyetso sa ditirelo tse di nonofileng tsa diASI, le gore
ditshekatsheko tsa ditirelo tse di nonofileng tse di fetileng kwa Botswana di ne di
tsepamisa mogopolo mo diphatlheng tse di leng magareng ga ditirelo tse di nonofileng
tse di solofetsweng le tse di akantsweng mme gape di sa tsepamisa mogopolo mo
kamong ya dikgwetlho tsa batlamedi ba ditirelo malebana le dikatlego tsa dikgwebo
tsa bareki. Batsayakarolo mo patlisisong e ya tswakanyomekgwa ba nopotswe go
tswa mo batsamaising ba le 25 go tswa kwa diASI di le tlhano (dipuisano tsa
khwaletheithifi) gammogo le go tswa balemiruing ba dikgogo ba dikgwebopotlana ba
le 200 bao ba nopotsweng go tswa mo palong ya balemirui ba dikgogo ba le 650 kwa
Botswana (potsopatlisiso e e baakantsweng ya SERVQUAL ya khwanthitheithifi).
Tshedimosetso ya khwaletheithifi e ne ya tlhatlhojwa ka tiriso ya go tlhatlhoba
sediriswa sa tiriso ya mafoko (word cloud) gammogo le tlhatlhobo ya polelo mme
SPSS e ne ya dirisiwa go tlhatlhoba tshedimosetso ya khwanthitheithifi. Diphitlhelelo
go tswa dipuisanong di tlhotlhomisitse gore balemirui ba dikgogo ba dikgwebopotlana
ga ba kgotsofadiwe ke ditirelo tse di nonofileng tsa diASI kwa Botswana. Dipuisano le
diphitlhelelo tsa dipotsopatlisiso kabobedi di tlhomamisitse gore ditirelo tse di nonofileng tsa diASI di na le seabe mo dikatlegong tsa dikgwebo tsa bareki malebana
le dipoelo, kgolo ya ditheko, karolo ya mmaraka gammogo le kgolo ya kgwebo.
Tshekatsheko e e oketsa boleng mo tshedimosetsong ya SERVQUAL e e fitlhelwang
ga jaana gammogo le gore letlhomeso le le tlhabolotsweng la SERVQUAL le
sediriswa di tla tswela mosola botsamaisi jwa ASI kwa Botswana le kwa diikonoming
tse dingwe tse di tlhabologang
