Factors Affecting Members’ Satisfaction With High-Tech Agriculture Cooperatives in Vietnam’s Northern Key Economic Region

Abstract

Purpose: This study aims to determine the factors affecting cooperates’ satisfaction when joining high-tech agricultural cooperatives in Vietnam’s Northern Key Economic Region. Theoretical framework: The study absorbed previous studies and expert opinions to determine the member' satisfaction coming to high-tech agricultural cooperatives. Design/methodology/approach: Primary data was collected through a direct survey of 395 members participating in high-tech agricultural cooperatives. Then, the study uses the method of partial least squares structural equation modeling to test the hypothesis and assess the satisfaction level of the members. Finding: The research results show that the factors affecting the satisfaction of cooperative members include 7 factors: working environment, trust, managers, level of participation, perceived benefits, support policies, and service capacity. Research, Practical & Social Implication: Based on the results of this study, several solutions to improve the current association activities with the role of the cooperative model as the core are proposed. People are encouraged to participate more in the association by improving the management skills of cooperatives, strengthening support activities, creating jobs, and raising incomes for people. Originality/value: Members' satisfaction will promote the activities of linking production and consumption with the main role of the cooperative, not just stopping at the immediate propaganda activities. Since then, these activities also improve people's confidence when participating in the association. Specifically, collective economic development must come from the needs of the people and participating organizations.