Factors affecting members’ satisfaction with the quality of support activities of cooperatives: A case of horticultural cooperatives in Son La province, Vietnam

This study explored the factors affecting members’ satisfaction with the quality of support activities of cooperatives using data collected from 301 members of horticultural cooperatives in Son La province. The study applied the SEVERQUAL concept and cooperative principles to develop the research model. Exploratory factor analysis (EFA) and the regression model were used for data analyses. Members’ satisfaction with the quality of the support activities of the cooperatives was specifically evaluated by measuring members’ satisfaction with collective input purchasing; collective marketing; self-help activities; support activities for directly receiving government support; and capacity-building activities. It was found that “Responsiveness” was the prominent factor, followed by the “Assurance and Reliability”, “Empathy”, “Competency of cooperative managers”, and “Tangibles” factors, which were found to positively affect the members’ satisfaction with the quality of the support activities of the cooperatives. To enhance the members’ satisfaction with the quality of the support activities of the cooperatives, the responsiveness of cooperative managers to market risks; social relationships among members; members’ awareness about voluntary participation opportunities in the cooperatives; competency of managers in management and negotiation; internal control systems of the cooperatives; involvement of members in the decision-making process; investment of equipment with internet connections; and the number of members should be improved.