MEMBERS’ ENGAGEMENT AND SATISFACTION IN A MULTI-PURPOSE COOPERATIVE: A MIXED METHODS STUDY
DOI:
https://doi.org/10.5281/zenodo.15875210Keywords:
Cooperative Membership, Member Engagement, Member Satisfaction, Perceived Value, Patronage, Reliability, Social Impact, Mixed Methods, Digitalization, PhilippinesAbstract
This study examined the levels of member engagement and satisfaction in multi-purpose cooperatives in Negros Occidental, Philippines, using an explanatory sequential mixed methods design. The research involved 402 cooperative members who participated in the quantitative phase through a survey, followed by in-depth interviews with six selected members for the qualitative phase. Results revealed high levels of engagement among members, with perceived value and patronage of products and services emerging as key drivers of engagement. Members identified financial benefits such as loan accessibility, dividends, and patronage refunds as primary motivators for their active participation in cooperative activities. Similarly, satisfaction levels were found to be very high, particularly in terms of reliability of services. However, qualitative findings emphasized the importance of social impact, especially the sense of belonging and community fostered by the cooperative, as a significant factor influencing member satisfaction. Significant differences in engagement and satisfaction were observed based on age and length of membership, with older and longer-tenured members reporting higher levels. A strong positive relationship between engagement and satisfaction was established, highlighting their interdependent nature. The study underscores the importance of balancing financial reliability with social engagement in cooperative strategies. It recommends enhancing financial services, promoting digitalization, strengthening social programs, and tailoring interventions to different member demographics to ensure sustainable member engagement and satisfaction.
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