Service Quality and Customer Perceived Value as Predictors of Cooperative Members Satisfaction

Abstract

This study aimed to identify the aspects of Service Quality and Customer Perceived Value that significantly predict cooperative Member Satisfaction, thereby providing insights into enhancing member retention and loyalty within cooperatives. A quantitative, non-experimental correlational methodology was employed, surveying 361 cooperative members in Kapalong, Davao del Norte. Systematic random sampling was used to ensure representativeness. Data were analyzed using mean scores, Pearson’s Correlation Coefficient, and Multiple Regression Analysis. The findings indicated that respondents exhibited significantly high levels of Service Quality, Customer Perceived Value, and Member Satisfaction. A significant correlation was found between Customer Perceived Value and Member Satisfaction. Key domains of Customer Perceived Value, including emotional value, functional value (price), social value, functional value (installations), functional value (professionalism), and functional value (service quality), were identified as predictors of Member Satisfaction. This research confirms the principles of value-percept theory and the Expectancy-Disconfirmation Paradigm (EDP), contributing to the understanding of how perceived value influences member satisfaction in cooperative settings. The results underscore the importance of these factors in strategic planning and service improvement initiatives within cooperatives.