The relationship between rural credit and the loyalty of members of a credit cooperative in the municipality of Rondinha, RS
DOI:
https://doi.org/10.21680/2176-9036.2025v17n2ID34288Keywords:
Fidelidade; Crédito rural; Cooperativas de crédito.Abstract
Purpose: The study aims to verify the relationship between rural credit and the loyalty of members in a credit cooperative in the municipality of Rondinha, RS.
Methodology: The research was characterized as exploratory. 44 family farmers from the municipality of Rondinha, RS, who are members of a credit cooperative and who took out rural credit in the 2020/2021, 2021/2022 harvests participated in the research. The analysis was based on the Swedish Model of fidelity analysis, originally developed for industry, and later used in credit unions.
Results: The results indicate that: rural credit made available by the cooperative investigated influences the loyalty of producers; the main reason for contracting rural credit was to finance planting and the biggest benefit of this type of credit is the security and viability of production; rural credit is responsible for making members contract other types of services from the institution, such as insurance, capitalization bonds and investments with the cooperative, bringing the relationship between cooperative members and cooperatives even closer and closer.
Contributions of the study: The research contributes by demonstrating that rural credit is a strategy for attracting, retaining and strengthening relationships with members, because as demonstrated in the results, rural credit positively influences all of 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 way of looking at the importance of rural credit as a differentiator in relationships with customers/associates, increasing the competitiveness of the cooperative or financial institution.
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