INTERPERSONAL RELATIONSHIP AND ASSOCIATE SATISFACTION OF RURAL CREDIT COOPERATIVE

This study aims to analyze the interpersonal relationship and satisfaction of members of a rural credit cooperative. The study is characterized as descriptive, mixed, and survey type. The study population consists of 585 active members and the sample comprised 82 members who duly answered the questionnaire. The results revealed that most members are satisfied and maintain a good relationship with the credit union. The research brought to light that the good service of the employees towards the associates and the familiarity that they feel when attending this cooperative, leads them to believe and fight for the growth and development of the same. Thus, jointly, it makes it possible to achieve excellent results that, at the end of the year, are distributed to the partners, which makes the cooperative competitive in relation to the competition. In this way, it is clear that good service to members is relevant to their loyalty, mainly due to the high competition with other cooperatives and banks. The study contributes mainly by highlighting the relevance of interpersonal relationships, as well as the satisfaction of members and their impact on credit unions, enabling the cooperative to remain active in the market and competitive.