O comportamento e a percepção dos associados sobre as cooperativas de crédito: uma análise em uma cidade interiorana de Minas Gerais

Credit unions are known for their management model based on mutuality and cooperation, playing a fundamental role in the financial system by providing access to banking services to a wide range of people, promoting financial inclusion and economic development. The purpose of this study is to analyze and understand the behavior and perception of members in relation to credit unions, as well as to evaluate their satisfaction with the products and services offered. To achieve this objective, a descriptive qualitative research was conducted, based on a case study of members in a small town in Minas Gerais. Using a semi-structured questionnaire, applied based on the accessibility criterion, we sought to understand the motivations of members to join a credit union, their perceptions of the products and services offered, and the main differentiators of credit unions compared to traditional banks. From the research results, it was possible to understand that members value, above all, personalized and close service, as well as the competitive rates and fees offered by credit unions. Finally, the study helped to understand the importance of credit unions to society and their positive impact, highlighting their main differentiators: competitive rates and fees, and most importantly, the differentiated and close service to members, which remains a crucial factor for customer satisfaction and loyalty.