EXPANSION AND LOYALTY OF MEMBERS IN CREDIT UNIONS

Abstract

This article discusses the attraction and retention of members in credit unions, through the quality of services and set of products from the perspective of sustainability. The objective is to study and understand factors related to the attraction and loyalty of members in a credit union. In methodological terms, it is characterized as applied research, of a qualitative nature, descriptive and case study, with field research procedures, bibliographic and content analysis. Considering the attraction and retention of members as a crucial factor for cooperatives, especially credit cooperatives, as a factor of viability and sustainability of the business. Humanized service, attractive products, community participation, surpluses, intercooperation, voluntary membership and belonging are highlighted. Loyalty is associated with the perception of value of services, management transparency, the ability to establish partnership relationships with members, cooperative education and cooperative principles. The study also shows that older members place greater value on service provision and surpluses at the end of the fiscal year, which suggests the need for ongoing strategies for engagement, communication and training of members, and expansion of ties between members and the cooperative, as fundamental factors for the sustainability of the cooperative.

DOI: https://doi.org/10.56238/edimpacto2025.084-002