The task of creating a single supranational payment market is to ensure its maximum independence, which correlates with the tasks of the competitive leading economic development of countries - the transition to a digital technological structure. To increase the efficiency of the generation of payment innovations with their subsequent diffusion into the agricultural sector, to strengthen the economy’s resistance to risks, a transfer of innovative institutional, organizational and informational forms of activity is necessary.

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.