O impacto da qualidade do serviço na satisfação e sua relação com a intenção de recomendação boca a boca de cooperativas de poupança e empréstimo
o caso da Caja Popular Mexicana
As cooperativas de poupança e empréstimo têm desempenhado um papel preponderante na economia social. Este estudo quantitativo com abordagem descritivo-correlacional analisou a relação entre a qualidade do serviço e a satisfação do consumo dos membros da Caja Popular Mexicana e o impacto que tem na recomendação boca a boca (RBB) ou por sua tradução para o inglês (Word of Mouth). Participaram 308 membros ativos, utilizando um questionário como instrumento de medida. O questionário foi elaborado a partir de escalas de estudos anteriores e a análise foi feita por meio de equações estruturais. Os resultados da pesquisa concluem que a qualidade do atendimento está associada à satisfação e esta, por sua vez, está associada à recomendação boca a boca.
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