Analysis of member loyalty in a central cooperative in Rio Grande do Sul using the swedish model
DOI:
https://doi.org/10.33448/rsd-v9i12.9200Keywords:
Cooperativism; Loyalty; Satisfaction; Expectation.Abstract
This study verified the loyalty of associates to a cooperative in the center of the state of Rio Grande do Sul. For this purpose, an exploratory research was carried out on the cooperative, analyzing its direct competitor, which in this case will be called a company, under the eyes of four producers in the region. , two small and two large rural producers. Thus, the research took a qualitative approach using the guiding model proposed by Johnson et al. (2001) and Oliver (1999). The interviews were conducted using semi-structured question scripts, and resulted in five question blocks referring to customer expectations, perceived performance, customer satisfaction, customer complaint and customer loyalty. Among the main findings of the survey, it was noticed that associates always research where to buy and prefer to buy in places closer to their home. It was also observed that the cooperative shows a hidden loyalty and the company a false loyalty. It is still clear that both organizations have shown situational fidelity.
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