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Abstract
Because of the ownership structure of cooperatives, the allocation of
property rights in these organizations and other characteristics of
cooperatives, the study of management mechanisms in the relationship
between cooperatives and their members becomes relevant, in economic
terms, as these companies struggle to maintain the loyalty of their members.
The present study was undertaken to determine the effect of social
responsibility activities on the loyalty of the members. In other words, we
investigated whether the number of associates who conduct business with
the cooperative (member’s loyalty) increases if the cooperative develops
social responsibility activities. The results indicate, first, that use of specialpurpose
reserves for technical, educational and social assistance programs
and spending on education and the environment have no significant effect on
the loyalty of the cooperative’s members. Second, the members’ loyalty
increases if the cooperative has a greater capacity to provide services and
generate higher returns for its members.