Customer Relationship Management (CRM) as a Management Strategy for Member Loyalty: A Case Study of the Cooperativa de Poupança e Crédito (CPC) in Maputo City – Period from 2023 to 2025
DOI:
https://doi.org/10.52076/eacad-v7i1.682Keywords:
Customer Relationship Management, Customer loyalty, Credit cooperative, Relationship management, Mozambique.Abstract
This study aims to analyze the Customer Relationship Management (CRM) practices adopted by the Cooperativa de Poupança e Crédito (CPC) as a management strategy for member loyalty, in Maputo City, during the period from 2023 to 2025. The specific objectives are: to identify the CRM practices adopted by CPC; to evaluate the effectiveness of these practices; and to relate their impact on member loyalty. The research, applied in nature and with a mixed-methods approach, combined qualitative and quantitative methods, using a semi-structured interview with the cooperative's CRM manager and a questionnaire applied to a random sample of 86 members, determined using Cochran's formula for a population of 1,474 individuals. The results show that CPC adopts predominantly operational CRM practices, focused on a diversified offering of financial products and the provision of multiple service channels, although without a formal CRM platform that automatically integrates the history of interactions with members. Despite this limitation, members reveal satisfactory levels of satisfaction (72.9%), a high likelihood of recommending services (86.7%), and an intention to remain with the cooperative (50.6%). Loyalty is strongly associated with the perception of trust, institutional proximity, and relationship quality, corroborating the Commitment-Trust Theory. However, opportunities for improvement are identified in communication personalization, the ability to anticipate members' needs, and the modernization of technological infrastructure, particularly in Internet Banking and debit cards. The study contributes to empirical knowledge on CRM in credit cooperatives in Mozambique and offers practical recommendations for enhancing relationship management and loyalty in the cooperative sector.
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