Analysis and Prospect of the Influence Mechanism of Credit Service Perceived Quality of Rural Credit Cooperatives from the Perspective of Network Layout——Analysis of the Adjustment Effect Based on Business Reputation Evaluation

Li Ziqiang;Chen Youcheng;Ye Weijiao;Ma Yongqiang;Anxi Tea College,Fujian Agriculture and Forestry University;

credit service;;perceived quality;;binary logistic regression;;rural credit cooperatives;;network layout;;business reputation

Based on the theoretical perspective of service quality difference, an empirical study on the impact of network layout on perceived quality of farmers' credit services was conducted by using binary logistic regression model. It was found that: The unreasonable network layout would reduce the speed of credit processing, which would have a negative impact on the perceived quality of credit services. Business reputation evaluation had a negative moderating effect on the relationship between credit processing speed and perceived service quality. In the control variables, gender, education level, service attitude, lending speed and loan type all had significant effects on the perceived quality of credit services. Accordingly, the trends and prospects of improving the perceived quality of credit services for farmers were forecasted from the aspects of optimizing the network layout, popularizing credit knowledge, improving the service quality of creditors, and adjusting credit interest rates and procedures.