El impacto de la calidad de servicio en la satisfacción y su relación con la intención de recomendación de boca en boca de las sociedades cooperativas de ahorro y préstamo: caso Caja Popular Mexicana

Maria de los Dolores Santarriaga Pineda; Francisco Carlos Soto Ramírez

doi:10.16925/2382-4220.2023.02.04

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

Artículo de Investigación

https://doi.org/10.16925/2382-4220.2023.02.04

Maria de los Dolores Santarriaga Pineda Ver Biografía

Universidad de Colima

Francisco Carlos Soto Ramírez Ver Biografía

Universidad de Colima

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.

Palavras-chave: cooperativas de poupança e empréstimo, qualidade de atendimento, satisfação, recomendação boca a boca

Anderson, E., Fornell, C., & Lehmann, D. (1994). Customer satisfaction, marketshare and profitability. Journal of Marketing, 58(3), 53-66.

Auka, D., Bosire, J. & Matern, V. (2013). Perceived service quality and customer loyalty in retail banking in Kenya. British Journal of Marketing Studies, 1(3), 32-61.

Azahin, A., Zehir, C. & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190-11201. https://doi.org/10.5897/AJBM11.2164

Baron, S., Harris, K. & Hilton, T. (2009). Services Marketing. Palgrave Macmillan.

Caja Popular Mexicana. (2022) https://www.cpm.coop/solidez-empresarial

Brady, K. M. & Croni, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. J. Mark. 65, 34-39.

Camarero, C. (2007). Relationship orientation or service quality? International Journal of Bank Marketing, 25(6), 406-426.

Cámara de Diputados del H. Congreso de la Unión. (2009). Ley General de Sociedades Cooperativas. https://bit.ly/3PUfF4q

Cowling, A., & Newman, K. (1995). Banking on people. Personnel Review, 24(7), 25-41.

Harris, M., & Harrington, H. J. (2000). Service quality in the knowledge age: huge opportunities for the twenty-first century. Measuring Business Excellence, 4(4), 31-36.

Hansemark, O. C. & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality, 14(1), 40-57.

Hong, T. L., Chew, B. & Rizal, S.H. (2016). Relationship between service quality and customer satisfaction: a study of Malaysian banking industry. Productivity Quality Management, 2(2), 38-50.

Huffman, C. & Kahn, B. E. (1998). Variety for sale: mass customization or mass confusion? Journal of retailing, 74(4), 491-513.

Kapoor, R., Paul, J. & Halder, B. (2011). Services Marketing. McGraw-Hill Education.

Kotler, P. & Keller, K. (2009). Marketing management. Pearson Prentice Hall.

Kristensen, K., Dahlgaard, J., & Kanji, G. (1992). On measurement of customer satisfaction. Total Quality Management, 3(2), 123-128.

Kwame, A. & Oparebea Korankye, C. (2021). Customer satisfaction and the influence of quality service aspects: A case study of a cooperative union in Cape Coast, Ghana’s Central Region. Annals of Management and Organization Research, 2(4), 253-269. https//doi.org/1035912/amor.v.2i4.906

Lara-Gómez, G. y Hurtado-Maldonado, J. (2019). Los desafíos para las cooperativas de ahorro y préstamo de nivel básico en México. Cooperativismo & Desarrollo, 27(2), 1-25. https://doi.org/10.16925/2382-4220.2019.02.01

Mazzarol, T., Soutar, G. & Mamouni Limnios, E. (2019), Member loyalty and WOM in co-operative and mutual enterprises, Journal of Services Marketing, 33(3), 303-315. https://doi.org/10.1108/JSM-07-2018-0195

McColl-Kennedy, J., & Schneider, U. (2000). Measuring customer satisfaction: Why, what and how. Total Quality Management, 11(7), 1-14

Mohammed, M. A. (2015). The Impact of Word of Mouth (WOM) on the Bank Selection Decision of the Youth: A Case of Bahrain, International Journal of Business and Management, 10(4), 123-135. https://doi.org/10.5539/ijbm.v10n4p123

Mwesigwa, D. (2020). Technical–politics dichotomy in Mid-Western Uganda: Interrelationship between municipal councilors and administrators in service delivery. AMOR, 2(2). https://doi.org/10.35912/amor.v2i2.856

Nava Hernández, E. y Barajas Pérez, B. O. (2015). Cooperativismo, autonomía y poder: el movimiento cooperativista en México durante el cardenismo. Cooperativismo y Desarrollo, 23(106), 25-34. https://dx.doi.org/10.16925/co.v23i106.1128

Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill.

Nyadzayo, M. W. & Khajehzadeh, S. (2016). The antecedents of customer loyalty: a moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.

Parasuraman, A., Zeithaml, V. & Berry, L. (1988). SERVQUAL – A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Parasuraman, A., Zeithaml, V. & Berry, L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49(4), 41-50.

Parasuraman, A., Zeithaml, V., & Berry, L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.

Phina, O. N., Ogechukwuand,N. N. & Shallom, A. A. (2021). Organizational climate and employee engagement: A commercial bank perspective in Southeast Nigeria, Annals of Management and Organization Research, 2(3), 161-173. https://doi.org/10.35912/amor.v2i3.805

Prasentsaeng, P., Routrary, J., Ahmad, M. & Kuwano, J. (2021). Factors influencing farmers’ satisfaction with the activities of horticultural cooperatives in Thailand. International Journal of Value Chain Management, 11(1), 42-62. https://doi.org/10.1504/IJVCM.2020.105480

Prakash, A. & Mohanty, R. (2013). Understanding service quality. Production Planning and Control, 24(12), 1050-1065.

Price, L. & Arnould, E. (1999), Commercial Friendships: Service provider-client Relationships in Context. Journal of Marketing, 63, 38-56.

Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research & Development, 4, 38-41.

Stafford, M. (1996). Demographic discriminators of service quality in the banking industry. The Journal of Services Marketing, 10(4), 6-22.

Shao-Chang, L. (2013). Exploring the relationship among service quality, customer loyalty and word-of mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375-389.

Sheth, J. N. (1971). Word of mouth in low-risk innovations. Journal of Advertising Research, 11, 15-18.

Sultana, S. & Das, T. I. S. (2016). Measuring customer satisfaction through SERVQUAL model: A study on beauty parlors in Chittagong. European Journal of Business and Management, 8(35), 97-108

Suryani, S. & Hendryadi, H. (2015). A developing model of relationship among service quality, consumer satisfaction, loyalty, and word of mouth in Islamic Banking. A1-Iqtishad, 7(1), 45-58.

Tabaku, E. & Çerri, S. (2016). An Assessment of Service Quality and Customer Satisfaction in the Hotel Sector. Tourism & Hospitality Industry, 480-489.

Terblanche, N. S. & Boshoff, C. (2001). Measuring customer satisfaction with the controllable elements of the in-store shopping experience. African Journal of Business Management, 32, 8-18.

Wu, W. L., & Wang, C. W. (2012). Satisfaction and zone of tolerance: the moderating roles of elaboration and loyalty programs. Managing Service Quality: An International Journal, 22(1), 38-57.

Yacob, Y., Kasuma Ali, J., Baptist, J. Nadzir, H. & Morshidi, M. (2015). How Far Members’ Satisfaction Mediated Members’ Loyalty? Investigating Credit Cooperative in Sarawak Borneo. Procedia - Social and Behavioral Sciences 224, 376-383. https://doi.org/10.1016/j.sbspro.2016.05.391

Yusman, Y., & Jati Kasuma, A. (2013). A study on profile of cooperative retail business outlet in Sarawak: Present capacity and financial growth. Proceedings paper presented at 2nd International Seminar on Entrepreneurship and Business (ISEB). Universiti Malaysia.

Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

Zúñiga, R. I. (2004) Las cajas de ahorro: instrumentos de la Sociedad civil. Comercio exterior, 54(7), 606-611.

Santarriaga Pineda, M. de los D., & Soto Ramírez, F. C. (2023). 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. Cooperativismo & Desarrollo, 31(126), 1-19. https://doi.org/10.16925/2382-4220.2023.02.04

Baixar Citação

Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

O autor deve declarar que seu trabalho é original e inédito e que não foi enviado à avaliação simultânea para sua publicação por outro meio. Além disso, deve garantir que não tem impedimentos de nenhuma natureza para a concessão dos direitos previstos no contrato.

O autor se compromete a esperar o parecer da revista Cooperativismo & Desarrollo antes de considerar sua apresentação a outro meio; caso a resposta de publicação seja positiva, compromete-se em responder por qualquer ação de reivindicação, plágio ou outro tipo de reclamação que possa ocorrer por parte de terceiros.

Ainda, deve declarar que, como autor ou coautor, está completamente de acordo com os conteúdos apresentados no trabalho e ceder todos os direitos patrimoniais, isto é, sua reprodução, comunicação pública, distribuição, divulgação, transformação e demais formas de utilização da obra por qualquer meio ou procedimento, pelo termo de sua proteção legal e em todos os países do mundo, ao Fundo Editorial da Universidad Cooperativa de Colombia, de maneira gratuita e sem compensação monetária.

Edição

v. 31 n. 126 (2023)

Publicado

2023-07-31

Downloads

PDF (Espanhol)

Métricas

Carregando Métricas ...

https://plu.mx/plum/a/?doi=10.16925/2382-4220.2023.02.04