Factors affecting loyalty among cooperative members in Sarawak / Asha Hairy Hadhari

Co-creation is the joint, collaborative, concurrent, peer-like process of producing new value, both materially and symbolically. It is used by organizations as a strategy to bring different parties together in order to achieve a mutually valued outcome. It is important to understand what factors affect cooperative members’ loyalty towards the organization. This study is carried out to investigate the impact of the dimension of participation of cooperative members which consists of other dimensions such as information seeking, information sharing, responsible behaviour, and personal interaction towards cooperative member’s loyalty towards the organization. Self-administered questionnaire was distributed to cooperative members in Kuching, Sarawak. The variables investigated are (a) information seeking; (b) information sharing; (c) responsible behaviour; and (d) personal interaction. Based on the results obtained from the data analysis, it can be concluded that Information Sharing plays the most important role in affecting cooperative members’ loyalty with the highest beta value of 0.355. This means that Information Sharing is a variable that significantly affects cooperative members’ loyalty towards their organization.