Cooperativismo de crédito: antecedentes da fidelização de consumidores de uma instituição financeira.

Abstract

This article aimed to investigate loyalty determinants and intentions to recommend services offered by Credit Cooperatives, with a Credit Cooperative as target audience, in the city of Esperança - PB. From the literature review, we sought to understand which variables influence customer satisfaction, loyalty and service recommendation. A study with a quantitative approach with a descriptive character was carried out. The method adopted involved the application of a questionnaire composed of two scales, SERVPERF and NPS. As a method of analysis, descriptive and inferential statistics were used, the analyzes carried out with the help of The R Project system. The results highlighted that the variables that most correlate are Safety and Promptness, followed by NPS and Empathy. About the variables that influence the intention of recommendation and loyalty, only the variables Safety and Promptness influence. This research contributed to the Institution to which the research was applied can better understand the cooperative member's view of the service offered, thus, being able to leverage theirs results.