Análise da inatividade dos associados de uma cooperativa de crédito: caso de uma agência da Sicoob Maxicrédito

Abstract

Faced with strong competition in the financial sector and the difficulty of gaining competitive advantage, there is a need for credit cooperatives to develop strategies to stand out and remain strong. Keeping and retaining loyalty, as well as regaining inactive members is key to good performance. Therefore, the present study seeks to identify and analyze the reasons that lead a credit union member not to operate their current account, as well as to propose strategies to reduce the percentage of inactive people and to win back those who are in that condition. The research is classified as qualitative. As for its purposes as exploratory and, in relation to its means, a case study. The subjects surveyed were the managers of the credit cooperative, employees of other financial institutions of the same segment and associates who are inactive. Data collection was performed through semi-structured interviews and, for data analysis, document analysis and content analysis were used. The results indicate that in the cooperative there are no strategies focused on inactivity, in what refers to specific actions. Regarding the profile of the inactive, it is evident that the majority are men, between the ages of 24 and 40, singles and employees of private companies. The companies are classified as micro-companies in the furniture and home appliances business. It was found in the research that the main factors of inactivity are: the end of loan payment and there is no contact for a new credit, the associate does not receive more salary in account, lack of information on all available products and services, lack of feedback when requested, and lack of relationship contact. Based on interviews, it is evident that adopting a standard commercial checklist at the time of opening of the account, where all products and services are passed on, as well as software that alerts the manager about inactivity, promoting contact in certain The inactive portfolio is reduced. It is concluded that identifying and analyzing the factors, as well as knowing who are the inactive, gives support to adopt strategies able to avoid inactivity, also to verify the feasibility to the cooperative to spend efforts in these associates, because it allows a reach of greater results and a best atendiment.