Cooperativism: Perception About The Products/Services Offered By The “Cooperativa De Lã Tejupál Tda”

Abstract

Cooperativism is a sector that has been growing and contributing to the local and regional development in Brazil, therefore, companies in this segment, in the face of its economic and social contribution, deserve, as any mercantile company, to be constantly monitored and evaluated in terms of management, efficiency and mainly in terms of satisfaction and loyalty of the members and non-members. Agricultural cooperatives have a high contribution in the local and regional sustainability. Towards this context and relevancy, it was questioned what is the perception of the members regarding the products/services offered by the “Cooperativa de Lã Tejupá Ltda”. Through a case study, an exploratory-descriptive and quantitative research was conducted based in the models of Oliveira (2007) and Rósses (2015), it was sought to verify the perception of the members and non-members about the products/services offered by the “Cooperativa de Lã Tejupá Ltda” and specifically: (a) to analyze the perception of the members and non-members concerning the products/services offered; (b) to identify the factor that influence and stimulate the commercial relationship at the “Cooperativa de Lã Tejupá Ltda; and (c) to measure the degree of loyalty of the “Cooperativa de Lã Tejupá Ltda” members. The results indicate that the main factors that stimulate the member to negotiate with the cooperative are: partnership and the quality of the customer service offered by the employees. On the other hand, specifically related to the members, it was noted that the main factors that stimulate loyalty are related with reliability, honesty and credibility of the cooperative.