Level of satisfaction of selected multi-purpose cooperatives marketing strategies in Davao

Abstract

This research endeavors to evaluate the satisfaction levels of members within selected multi-purpose cooperatives in Davao City with regards to the cooperatives' marketing strategies, focusing on Technical Quality, Functional Quality, and the Image of the Organization. The respondents of this study were the 150 regular members of selected cooperative in Davao City chosen by the researchers. They were chosen by the use of purposive sampling technique. Mean, Pearson R- Product Moment Correlation, Mann- Whitney U Test and Chi-square Test were used as statistical tools in measuring the test. Notably, the findings unveiled that both Technical Quality and the Image of the Organization garnered the highest satisfaction ratings, emphasizing the paramount significance of consistency in shaping satisfaction levels within selected multi-purpose cooperatives in Davao City. The study also observed a commendable survival rate among these cooperatives. Furthermore, the research highlights a significant relationship among the variables, notably the Technical Quality, Functional Quality, and Image of the Organization, with respect to the satisfaction levels of members regarding marketing strategies employed by selected multi-purpose cooperatives in Davao City. These results underscore the importance of consistent service quality and a favorable organizational image in enhancing satisfaction among cooperative members.