Key Drivers of a Multipurpose Cooperative Membership Attraction

Abstract

Cooperatives have become part of how communities grow. However, a significant number of eligible employees remain non-members. This descriptive-correlational study addressed the gap by examining the factors that make membership in an institutionalized closed-type cooperative in Cagayan de Oro City attractive to employees. The main problem addressed was whether economic, social, and organizational factors influence employees’ decision to join and stay in the cooperative. A validated survey questionnaire was tested for reliability using confirmatory factor analysis. It was administered to one-hundred thirty-two (132) participants in a government agency. Results showed that organizational and economic factors play the biggest role in shaping membership attractiveness. Participants rated highly transparency in fund use, responsiveness to member concerns, and efficiency in service delivery. Economic programs including emergency loans, savings schemes, and dividends were seen as important benefits. In contrast, social factors such as camaraderie and participation in activities received moderate ratings, suggesting that they are expected. Regression analysis confirmed that organizational and economic factors significantly influence membership attractiveness, while social factors do not significantly influence. This means improving governance, service systems, and financial programs are the most effective ways to attract and retain members. Based on the findings, it is recommended for the cooperative to strengthen governance transparency and expand financial services. Moreover, there is a need for social activities to be improved to foster inclusivity and stronger sense of community. For future researchers, it is recommended to examine additional factors that could influence membership attractiveness. Additionally, to conduct longitudinal studies and use mixed-method approaches with advanced tools to track changes in membership attractiveness.