Marketing de relacionamento: um estudo em uma cooperativa de crédito

Abstract

The present work had the objective of presenting the motivating and inhibiting factors for the development of a long-term relationship in a credit union located in the southern region of the state of Rio Grande do Sul. The main motivating factors of the relationship are trust, commitment and responsibility. The main inhibiting factors of lasting relationships are lack of return, lack of trust and poor service. The work was based on relationship marketing and credit cooperatives. For this purpose, a qualitative exploratory research was carried out with ten associates and ten branch managers from October to November 2022.

This article seeks to relate how the motivation of employees collaborates with the construction of the organizational climate of companies, in the current dynamic labor market that society is inserted. It was verified how the organizational climate can contribute to the performance of employees and the results of companies. This is a multi-case study, which aimed to apply a survey in companies in the municipality of Anta Gorda/RS to understand how the variables motivation, organizational climate and people management behave, as well as to measure the organizational climate. The survey respondents were employees and managers, as we sought to understand both the perception of employees and managers on the subject. It was concluded that the interviewed companies have a pleasant organizational climate and that the employees have demonstrated to be motivated with their jobs. Considering the importance of motivation, managers should always be aware of this indicator in their organization.