Análise de desempenho da satisfação do associado em uma cooperativa de crédito

Abstract

This research evaluated the satisfaction of credit union members, focusing on the Agro portfolio, in the municipality of Dourados, Mato Grosso do Sul. The study, employing a qualitative and descriptive approach, compared the key aspects assessed by customers in the Net Promoter Score (NPS) survey between November 2023 and October 2024. Additionally, it explored the manager's perception of the results achieved during this period. A semi-structured interview with the Agro portfolio manager was conducted to understand the agency's actions and their relationship with member satisfaction. The NPS results indicated a high proportion of promoters (86.79%), with no detractors. The most valued aspects by members were trust in the service, efficiency, and alignment of expectations with the solutions provided by the credit union. The analysis revealed that the agency implemented strategic actions to enhance member service, such as monthly team meetings to discuss strengths, weaknesses, and opportunities for improvement. It is concluded that the initiatives adopted by the credit union significantly contributed to the high satisfaction of Agro portfolio members, fostering trust and long-term relationships.