Gestão de cooperativas: a existência ou não de ações para fidelização nas cooperativas agropecuárias de Dourados/MS

Abstract

This research has as main focus identify if there are actions to fidelization of the associates in the agricultural cooperatives of Dourados/MS and verify how are managed the questions about the fidely of associates in the cooperatives. To the analisys were consulted five cooperatives whit six respondents as whole. The considered variables as most important to the fidelization of cooperated were Price, Treatment, Confidence, Term and Institutional Image. Respondents said the loyal cooperated is the one who purchases supplies, is engaged and honors his compromises with the cooperative association. About the actions to stimulate the fidelization of the cooperated , these are put, especially, in the delivery production term, in the deduction of the price in purchases, assistance and, in two cooperatives only, pratices and educational meetings. Apropos, the cooperatives consulted said his associates are loyals. The circunstance inthat are most identified infidelity from the associates is about the competition which offers some attractive negociations to associates outside of cooperative. The associates who presents unloyal behavior are the ones who aren’t engaged with the cooperativism system and/or have other business interests. Suggestions to stimulate the fidelization of the associates are the offering a good treatment, engagement whit the cooperative and realize investments to attract the associates.