Using Communications to Influence Member Commitment in Cooperatives

David Trechter · Robert P. King

40 citations0/0 files storedRePEc: Research Papers in Economics

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Cooperative Studies and Economics Customer Service Quality and Loyalty Business Strategy and Innovation

Abstract

In the popular press and in cooperative boardrooms there are discussions about member commitment. Since they are formed to enhance members’ well being, member commitment is an important issue for cooperatives. Cooperative communication strategies may influence member commitment, and these strategies are under the direct control of cooperatives. This study of Minnesota and Wisconsin cooperatives focuses on two questions: (1) do communications influence a member’s commitment to their cooperative, and (2) do different segments of the cooperative community respond differently to different communication approaches. Our results suggest that the answer to both questions is yes.

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2019Member loyalty and WOM in co-operative and mutual enterprises

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