Influence of Board Members’ Characteristics on Service Quality Delivery in Agricultural Marketing Co-operative Societies Evidence from Kaliua District, Tanzania

Abstract

Despite the central role of Agricultural Marketing Cooperative Societies (AMCOS) in improving farmers’ welfare, many cooperatives in Tanzania continue to experience poor service quality, partly due to weaknesses in cooperative governance. Addressing this governance gap requires a clearer understanding of how board-level attributes shape organisational outcomes. The present study examined the extent to which board members’ demographic and professional characteristics influence service quality delivery among AMCOS in Kaliua District, Tanzania. A cross-sectional survey design was employed, involving eight purposively selected AMCOS. Data were collected from 279 respondents, comprising 239 AMCOS members and 40 board members, using structured questionnaires. Service quality was measured using the SERVQUAL model, while the effects of board members’ characteristics were analysed using multiple linear regression. Empirical results reveal that board meeting attendance (β = 1.823, p < 0.050) and board members’ training (β = 0.720, p < 0.050) exerted positive and statistically significant effects on service quality delivery. Conversely, the age of the board chairperson (β = −0.954, p < 0.050) and the average age of board members (β = −0.094, p < 0.100) demonstrated negative and significant associations with service quality. These findings underscore the critical role of board activeness and capacity development in enhancing cooperative service outcomes; while suggesting potential generational or adaptability effects associated with age composition. By extending Upper Echelons Theory to the underexplored context of agricultural marketing cooperatives in a developing economy, this study advances the argument that observable board-level attributes not only predict financial performance, as commonly emphasised in prior research, but also decisively shape service quality outcomes in member-based organisations. Generally, the evidence highlights that strengthening cooperative governance through appropriate board composition, active participation, and continuous capacity building is essential for improving service quality in AMCOS. Based on these findings, AMCOS should institutionalise regular governance training programmes, while the Registrar of Cooperatives should strengthen oversight of electoral and qualification processes to ensure competent and capable board leadership.