Economic development and the successful transformation ofagriculture have been at the core of impressive change in countriessuch as China, India, Indonesia, Brazil, Mexico, and Argentina. This transformation has relied on substantial and effective investment inagriculture, and, in particular, building capacity in all aspects of agricultural change – from technology development and transfer through infrastructural development and the processing of agricultural commodities into consumer products.

The quality of rural extension and advisory services is a crucial element in fostering innovation and rural development. This article aims to clarify the concept of quality of rural extension and to develop a preliminary theoretical framework. An ample literature review was conducted in search of articles on service quality and quality of rural extension and advisory services. The first part presents the main results of the literature search on quality of extension services. The definition of quality is not universal.