O fortalecimento das cooperativas agroindustriais utilizando a qualidade dos serviços para a fidelização dos cooperados

Abstract

The success of cooperatives depends increasingly on the opportunities of people to integrate the cooperative environment to be valued to ensure a quality service to its members and customers. It is known that with the fierce market competition, cooperatives seek to improve the quality of care, loyalty to their members. It is observed that the services remain competitive in the market and the quality is a prerequisite for competitiveness, so it is necessary to provide a better service to members and customers. This paper, case study, presents a study that is also characterized as a research uses exploratory and qualitative method approach to data collection and analysis. The objective was to identify the quality necessary to maintain the assets members for their loyalty in a cooperative agroindustrial located in western Santa Catarina. To achieve the objectives it was necessary at first, perform a literature search on Cooperatives and Cooperative Services, and Quality services, and, second, conducting empirical research with the members and customers. To gather data Questionnaires were administered and was later drafted the text and the theoretical calculation and analysis of data. The results indicate that the cooperative is a strong ally of its members and provides a good level of customer loyalty and satisfaction among the different age groups and levels of education, where loyalty is directly linked to satisfaction, quality of care and services provided.