Service performance, marketing strategies, and business sustainability in agri-coops in Calabarzon: Model for cooperatives’ operation

The purpose of this paper is to create a model that will be used by agri-based cooperatives in their smooth operation.The model was based on the actual practices of the top-performing cooperatives in CALABARZON as per CDA data in 2022.The determining factors used were the service performance, marketing strategies and business sustainability of the participating cooperatives.A total of 337 respondents answered the research instrument with a Cronbach Alpha Value of 0.97 making it reliable for the study.In interpreting the data, the statistical tools employed are frequency percentage, ranking, weighted mean, and Multiple Correlations-Pearson R. Based on the findings, it was agreed that service performance based on its facilities & equipment, timeliness, customer satisfaction, trust & confidence and record keeping is highly significant in the operation of a cooperative.The same goes to the 7Ps of marketing strategies which are product, price, place, people, promotion, process, and physical evidence.The said variables were seen to have an effect to a great extent in the marketing side of operation.And as per business sustainability, result showed that its environmental, economic, and social aspect was highly seen to be indispensable in the operation.It was clearly shown in the study that there is a significant relationship between service performance, marketing strategy and business sustainability in running an agri-based cooperative.Thus, the development of a model by the proponent will be recommended for utilization of the newly formed agri-based cooperatives in the hopes of a higher success rate and sustainable operation of agri-based cooperatives in CALABARZON.