Elements of membership loyalty in the agribusiness cooperative area: a case study of coperativa Coopermil

This research aims to identify the elements linked to the loyalty of associates in the agricultural cooperative branch. The research presents a qualitative and quantitative approach, of a descriptive, exploratory and bibliographic nature, based on a case study. For data collection, we applied a questionnaire with objective and subjective questions to the members of the cooperative. From the results it was possible to conclude that the factors that drive the loyalty of the associates with the cooperative are related to credibility and trust. Other elements are also fundamental to loyalty, such as the good relationship existing between members and employees of the cooperative, payment terms practiced by the cooperative and the offer of products. Factors such as the lack of products in the cooperative and the existence of kinship between the associate and people in the competition were cited as inhibitors of the loyalty of those associated with the cooperative. The survey also highlighted the concept of loyalty for members of the cooperative, revealing that most members believe that being loyal is just buying all your products in the cooperative, neglecting other forms of participation.