The paper describes the adaptation of the Service Quality Instrument (SERVQUAL) for measuring the provision of information as an Extension Service. It explores agricultural Extension Services as a customer service and SERVQUAL as a service evaluation tool. The study aims to provide an adapted SERVQUAL instrument which includes a dimension for the measurement of the provision of information as a service. The reliability of the adapted instrument is tested by examining the results of a practical implementation thereof. The reliability of the adapted instrument is confirmed by using quantitative analysis of empirical data. Data used in the analysis was collected by means of a case study involving an agricultural organisation in the South African grain sector. This paper serves as the impetus for a discussion on the evaluation of the provision of Information as a Service, as provided by an agricultural organisation using Extension Services.

Organisations offering extension services provide services to farmers which include the provision of relevant and current information pertaining to agriculture. The increased use of mobile technologies is changing the way farmers access information, specifically by using the Internet. This paper focuses on South African (SA) commercial farmers who currently use the Internet to establish their Internet access profile, the devices they utilise for Internet access and the purpose for which they use mobile technologies. An Internet and Mobile Device Usage Survey was conducted in the SA agricultural community. Farmers were found to have embraced mobile technology and in excess of 70% of the farmers who participated in the study indicated that they use their mobile devices to access the Internet. No brand of mobile phone or tablet computer was found to dominate the agricultural community. Importantly, close to 50% of respondents indicated that they owned and used a tablet. The primary reason for which mobile devices are used by farmers is for business purposes, including access to information about agriculture. Agricultural organisations offering extension services could benefit from embracing the technology and exploring new ways to provide information services to their farmer base.