Ações estratégicas de marketing para retenção e atração de cooperados: um estudo de caso na cooperativa de crédito Creduni.

Abstract

The Credit Union has shown an outstanding growth in the market, both in total assets and number of members, thus it is essential to use marketing as a strategic tool for gaining competitive advantage in the market, seeking the loyalty of members and attract new members. The aim of this paper is to analyze the results of strategic marketing actions used by CREDUNI, Credit Union of Public Universities of Paraíba servers. The results showed that the implementation of the marketing industry in CREDUNI contributed significantly to improve the channels of communication with members, seek customer loyalty and spread the cooperative in the market. Among the measures used, which obtained more satisfactory results were: recasting the site, creating the facebook page, the application of research affiliation, disaffiliation and applied in meetings birthdays, socio-cultural activities and the production of information. It was found that about 98% of cooperative members consider excellent, very good or good the services provided by the cooperative.