Determining Factors of Loyalty in Brazilian Agricultural Cooperatives
Christiane MARTINEZ, Vilmar MOREIRA, Reginaldo BARREIROS & Alex WEYMERAn extensive literature review, content analysis of interviews and a survey with cooperative members allowed to identify factors that affect loyalty: culture, price, profit, transparency, relationship and leadership.
Among the main findings, the research found that members’ perception of “trust” is more supported on a calculative logic of relationship based on exchanges, prices and payment than on shared meanings with long-term perspectives guided by cooperative principles.
The extensive bibliographical reference and emerging factors found can help other researchers to develop deeper understandings on loyalty of members to agricultural coops.
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