Relacionamento com os associados de uma instituição financeira cooperativa na era digital: Um estudo para identificação das dimensões de marketing de relacionamento mais valorizadas

Abstract

The quality aspect is a relevant factor in the business relations of a financial institution for maintaining the relationship with its client and equally relevant in the formation of bonds for future new business. In cooperative financial institutions, the relationship factor is most important because the client is an associate, that is, an integral part and responsible for the enterprise. In addition to quality, there are characteristics that are equally important for establishing and maintaining a relationship and for achieving results through it, such as: customer benefit expectation, financial institution expertise, communication, duration, Commitment, trust, satisfaction, performance, cooperation. However, among so many dimensions of relationship, which are actually the most relevant? With the advent of the digital age, financial institutions, seeking a technologically advanced position, use new technologies with the potential to operationalize a digital relationship where the physical presence of the parties is no longer an imperative for operations. In this way, the present study sought to identify which are the most valued relationship dimensions of the members of a credit union in a traditional context, and, based on correlations between the identified dimensions, to evaluate eventual behavior changes due to a digital context. The results of the study showed, through a survey with a sample of 325 respondents, a prominent position for the relationship dimensions that have a link between the two actors: cooperative and associate. Those dimensions that can only exist if there are two entities, cooperative and associated. For example, communication. Communication only exists from a bilateral relationship between associate and cooperative. On the other hand, the study found that unilateral dimensions, such as expectation of benefits - on the side of the associate - or willingness to invest - on the cooperative side are not the most relevant in this relationship. Moreover, the advent of a digital age has shown that, even in a differentiated context, where the channels of relationship and interaction between associate and cooperative undergo significant technological evolutions, the dimensions of relationship with bilateral essence remain the most relevant.