The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil
Objective: The study aims to verify the relationship between rural credit and member loyalty in a credit cooperative in Rondinha, RS, Southern Brazil. Methodology: The research was characterized as exploratory. 44 family farmers from the municipality of Rondinha, RS, Southern Brazil, who are mem...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Federal do Rio Grande do Norte
2025-07-01
|
| Series: | Revista Ambiente Contábil |
| Subjects: | |
| Online Access: | https://www.periodicos.ufrn.br/ambiente/article/view/40763 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849427151608086528 |
|---|---|
| author | Tiago Cazzaroto Tadeu Grando Débora Gomes de Gomes Suelen Corrêa |
| author_facet | Tiago Cazzaroto Tadeu Grando Débora Gomes de Gomes Suelen Corrêa |
| author_sort | Tiago Cazzaroto |
| collection | DOAJ |
| description |
Objective: The study aims to verify the relationship between rural credit and member loyalty in a credit cooperative in Rondinha, RS, Southern Brazil.
Methodology: The research was characterized as exploratory. 44 family farmers from the municipality of Rondinha, RS, Southern Brazil, who are members of a credit cooperative and took out rural credit in the 2020/2021, and 2021/2022 harvests participated in the research. The analysis was based on the Swedish model of loyalty analysis, which was originally developed for industry and later used in credit cooperatives.
Results: The results indicate that rural credit made available by the researched cooperative influences the loyalty of producers. The main reason for contracting rural credit was to finance planting. The biggest benefit of this type of credit is the security and viability of production. Rural credit makes members hire other services from the institution, such as insurance, capitalization bonds, and investments, bringing the relationship between cooperative members and cooperatives even closer.
Study contributions: The research demonstrates that rural credit is a strategy for attracting, retaining, and strengthening relationships with cooperative members, because rural credit positively influences all these areas. Furthermore, the study demonstrates that rural credit can be used by institutions as a powerful relationship tool ensuring customer loyalty, launching a new strategic outlook regarding the importance of rural credit as a differentiator in relationships with customers/associates, increasing the competitiveness of the cooperative or financial institution.
|
| format | Article |
| id | doaj-art-fedd1c03ead949e0af9fb79aca2f0b47 |
| institution | Kabale University |
| issn | 2176-9036 |
| language | Portuguese |
| publishDate | 2025-07-01 |
| publisher | Universidade Federal do Rio Grande do Norte |
| record_format | Article |
| series | Revista Ambiente Contábil |
| spelling | doaj-art-fedd1c03ead949e0af9fb79aca2f0b472025-08-20T03:29:06ZporUniversidade Federal do Rio Grande do NorteRevista Ambiente Contábil2176-90362025-07-0117210.21680/2176-9036.2025v17n2ID40763The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern BrazilTiago Cazzaroto0Tadeu Grando1Débora Gomes de Gomes2Suelen Corrêa3Universidade de Passo Fundo - UPF. Universidade de Passo Fundo – UPFUniversidade Federal do Rio Grande – FURG. Faculdade Meridional – IMED. Objective: The study aims to verify the relationship between rural credit and member loyalty in a credit cooperative in Rondinha, RS, Southern Brazil. Methodology: The research was characterized as exploratory. 44 family farmers from the municipality of Rondinha, RS, Southern Brazil, who are members of a credit cooperative and took out rural credit in the 2020/2021, and 2021/2022 harvests participated in the research. The analysis was based on the Swedish model of loyalty analysis, which was originally developed for industry and later used in credit cooperatives. Results: The results indicate that rural credit made available by the researched cooperative influences the loyalty of producers. The main reason for contracting rural credit was to finance planting. The biggest benefit of this type of credit is the security and viability of production. Rural credit makes members hire other services from the institution, such as insurance, capitalization bonds, and investments, bringing the relationship between cooperative members and cooperatives even closer. Study contributions: The research demonstrates that rural credit is a strategy for attracting, retaining, and strengthening relationships with cooperative members, because rural credit positively influences all these areas. Furthermore, the study demonstrates that rural credit can be used by institutions as a powerful relationship tool ensuring customer loyalty, launching a new strategic outlook regarding the importance of rural credit as a differentiator in relationships with customers/associates, increasing the competitiveness of the cooperative or financial institution. https://www.periodicos.ufrn.br/ambiente/article/view/40763Loyalty; Rural credit; Credit cooperatives. |
| spellingShingle | Tiago Cazzaroto Tadeu Grando Débora Gomes de Gomes Suelen Corrêa The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil Revista Ambiente Contábil Loyalty; Rural credit; Credit cooperatives. |
| title | The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil |
| title_full | The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil |
| title_fullStr | The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil |
| title_full_unstemmed | The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil |
| title_short | The relationship between rural credit and member loyalty in a credit cooperative in the municipality of Rondinha, RS, Southern Brazil |
| title_sort | relationship between rural credit and member loyalty in a credit cooperative in the municipality of rondinha rs southern brazil |
| topic | Loyalty; Rural credit; Credit cooperatives. |
| url | https://www.periodicos.ufrn.br/ambiente/article/view/40763 |
| work_keys_str_mv | AT tiagocazzaroto therelationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT tadeugrando therelationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT deboragomesdegomes therelationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT suelencorrea therelationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT tiagocazzaroto relationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT tadeugrando relationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT deboragomesdegomes relationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil AT suelencorrea relationshipbetweenruralcreditandmemberloyaltyinacreditcooperativeinthemunicipalityofrondinharssouthernbrazil |