Project status: on-going
The research originated out of a need expressed by some cooperative banks to understand the strengths and weaknesses of their relationship with members and banks’ capacity to encourage participation, transmit values and be perceived as different, belonging to the local area and its members.
The research therefore starts from the assumption that being a bank that involves the local community in its social base and which places the customer at the center of its activities means being as close as possible to members not just with the range of services, but also interpreting their requirements and being responsible about their expectations, perceptions and involvement needs.
The research is still underway, as it wants to attract the voluntary participation of other cooperative banks at a national level in order to respond to their need for analysis and to expand the sample of participants for the research.
The objective of the research is to understand the relationship between a cooperative bank and its members, looking at the fundamental elements of exchange with the member of a cooperative enterprise: economic participation, ownership-related participation and ideological participation, understood as a sharing of values and identification of the social relevance of the cooperative, but also a fundamental element in defining commitment to the cooperative, loyalty and trust.
The specific objectives of the analysis of these perceptions for a representative sample of members and multiple cooperative banks at a regional and national level include the scientific production of reflections on cooperative banks’ policy and their relationship with members, but also the production of individual reports for the participating cooperative banks, with the aim of giving them useful tools for evaluating their relationship with members, the strengths and weaknesses of the institution in relating with members and the capacity of its policies to satisfy, inspire loyalty and transmit values. The aim is to understand the effects of the bank’s policies both in its entrepreneurial dimension as well as its mutualistic and social dimensions.
The scientifically validated survey questionnaire was aimed at members and so far has been administered to 11 cooperative banks of different sizes. Samples of members were interviewed, for a total of over 4,000 members.
The interviews highlighted some positive shared elements in the participating cooperative banks: the ability to attract and motivate young people, the perception of the cooperative bank primarily as a local bank, the satisfaction with both the service and the membership relationship in a broader sense, the relevance of relationships with employees and trust in the bank and the strong link between ownership-related and ideological participation. The results were not entirely predictable, however, and many differences emerged from an in-depth reading of the data. Differences between types of members, first of all, with different levels of loyalty and perceptions of young members and those present for longer within the social base, with differences between competence areas and active and non-active members. But differences also emerged based on the policies of the analysed banks in regards to members, at times more aimed at the member and inspiring economic loyalty, and at times more focused on the social aspect of the activity. But differences between banks of different sizes and in different areas were not so accentuated as to presume that different locations or growth can theoretically compromise the quality of the relationship with their members.
Individual reports for have been produced for the cooperative banks that have participated in the research so far.
This research project is part of a general scientific reflection on the role of cooperatives and social enterprises and empirical analyses aimed at testing them. The overall project aims to come up with innovative interpretations of the role of cooperative and social enterprises, based in particular on an analysis of organizations as a mix in which the cooperation coordination mechanism represents a central and establishing element for possible comparative advantages in relations with members and to generate cooperative behaviour among them. This research was therefore one of the elements of in-depth analysis within the following research project:
Other studies are connected to the same research project, with the common objective of verifying the characteristics and rationale of cooperative and social enterprises and the relationship with their members: