Fidelidade organizacional : uma investigação entre cooperativas de crédito e agricultores familiares tomadores de crédito rural

Abstract

Credit cooperatives seek to get closer to their members, one way to achieve this approach is through rural credit. Even so, many associates look for other companies to carry out their financing, so this work seeks to verify the relationship between rural credit and the loyalty of members in a credit cooperative in the region of Rondinha. The case study was characterized as an exploratory research with a quantitative approach. 44 family farmers from the city of Rondinha who are associated with a credit cooperative and who took rural credit in the 2020/2021 and 2021/2022 harvests participated in the survey. The analysis was based on the Swedish Model of loyalty analysis. The results show that as a result of expectations and the performance of the rural credit marketed by the investigated cooperative being satisfactory, the associates are loyal. In addition, the study shows that there is a positive relationship between rural credit and member loyalty, as well as showing that rural credit is responsible for making members take out insurance and make investments with the cooperative. It was also found that the loyalty of the members is classified as true loyalty due to their answers and positions about the cooperative and the main elements that make up the loyalty are the security, the relationship and the satisfaction of the members.