Perception of Value Co-Creation Actions in Agricultural Cooperatives

This research evaluates the members' perception regarding the value co-creation actions offered by the cooperative and if the characteristics of the member and the cooperative impacts on this perception. Was developed a measuring model of the perception of the value co-creation activities developed by the cooperative and as characteristics of the members. The method used was the application of a questionnaire and was used the Partial Least Square method. The actions of value co-creation, professionalization of management, satisfaction and loyalty and long-term orientation of the member were measured based on the of the member´s perception. The results demonstrate a significant association between satisfaction and loyalty and perception of value co-creation and a positive association between the long-term orientation and the perception of value co-creation actions, that is, the perception of the benefits generated by organization with this actions can be influenced by the time horizon and by the level of satisfaction and loyalty. A complementary sensitivity analysis was also developed to verify if the characteristics of the members. The main contributions is the development of an instrument to measure the level of perception of value co-creation actions, as well as the empirical investigation about its relation with the other variables