Analyzing Member Satisfaction in a Brazilian Credit Union

TOPIC 9 - Micro This paper can be classified in the general topic of strategy and it focuses on the meso level of a cooperative system. The article discusses the importance of investigating customer satisfaction for business... [ view full abstract ]

TOPIC 9 - Micro
This paper can be classified in the general topic of strategy and it focuses on the meso level of a cooperative system. The article discusses the importance of investigating customer satisfaction for business maintenance in the banking sector, especially credit unions in order to highlight the advantages of the cooperative model and its importance in the national financial system. The work is the result of a quantitative analysis based on secondary data obtained from the software data bank Net Promoter Score (NPS) in order to verify the degree of satisfaction of the cooperative of cooperatives linked to Central Sicredi (Brazil) Paraná / São Paulo / Rio de Janeiro that is made up by 33 cooperatives and 425 units. The surveys were conducted from May 2014 to May 2015 a total of 326,999 respondents. The results revealed that the majority of members feel satisfied with the relationship channels and the products and services offered by the cooperative. The result is of fundamental importance to develop and reflect actions that assertively reach the expectations and needs of its associated, in order to seek the cooperative sustainability.