Evaluating micro-irrigation system performance through assessment of farmers' satisfaction: implications for adoption, longevity, and water use efficiency

Abstract

It is generally recognized that the success of agricultural innovations depends to a large extent on farmers’ satisfaction with them. ٌWhile the acceptance of drip irrigation among Iranian farmers is low, this study aims to investigate farmers' satisfaction with drip irrigation technology and related factors. The European satisfaction model (ESM) was used to achieve this aim. A cross-sectional paper-based survey was conducted among farmers (n = 174) in the Behbahan county of southwest Iran. The ESM analysis results showed that perceived “hard” quality was positive in predicting perceived value. Results also indicated that perceived value, perceived image, and both "hard" and "human" quality directly affected farmers’ satisfaction. These four variables were able to predict 68% variance in farmers’ satisfaction. Moreover, loyalty was firmly positively affected by satisfaction and perceived image. Based on these results, policies were suggested to increase farmers' satisfaction and, consequently, to extend drip irrigation among Iranian farmers.