The effect of trust on the performance and satisfaction of co-operative members at the 'ZÃ¶ld-termÃ©kâ€™ producer organization
AbstractSUMMARY FINDINGS, CONCLUSIONS, RECOMMENDATIONS The paper investigates the effect of trust between members and between members and the management in an agricultural marketing co-operative in the Hungarian horticultural sector. More specifically, we looked at how trust affected the performance and satisfaction of members of the co-operative, as well as their intention to remain part of the co-operative. We analyzed the role of trust from two aspects: cognitive and affective. In line with our prior hypothesis, we found differences between cognitive and affective trust in terms of how it affected group cohesion and the level of satisfaction of co-op members. Our results suggest that trust between co-operative members has a positive effect on group cohesion. The trust between members (cognitive and affective together) affects group cohesion to a greater effect than trust between members and management (cognitive and affective together). Affective trust between the members and affective trust between members and the management, when looked at together, has a greater impact on group cohesion than cognitive trust between members plus cognitive trust between members and the management. Our results confirm that group cohesion has a positive effect on the membersâ€™ satisfaction. Additionally, affective trust has a greater impact on membersâ€™ satisfaction than cognitive trust does. The greater impact of affective trust indicates that currently, the emotional basis of co-operation is stronger than its tangible economic benefits. The management of the Producer Organization (PO) should improve the reliability of the PO and strengthen personal relationships (between members, as well as between members and the management) in order to boost cohesion within the organization. This would increase satisfaction of the members and help retain members. Naturally, the PO has to ensure safe sale and marketing, which is the most important expectation of the members to the OP. -------------------------------- A cikk a tagok kÃ¶zÃ¶tti, valamint a tagok Ã©s menedzsment kÃ¶zÃ¶tti bizalom hatÃ¡sÃ¡t vizsgÃ¡lja egy magyarorszÃ¡gi kertÃ©szeti Ã¡gazatban mÅ±kÃ¶dÅ‘ mezÅ‘gazdasÃ¡gi marketingszÃ¶vetkezet pÃ©ldÃ¡jÃ¡n. Ezen belÃ¼l a bizalom szÃ¶vetkezeti tagok teljesÃtmÃ©nyÃ©re Ã©s elÃ©gedettsÃ©gÃ©re gyakorolt hatÃ¡sÃ¡t, valamint a szÃ¶vetkezetben valÃ³ maradÃ¡sban betÃ¶ltÃ¶tt szerepÃ©t vizsgÃ¡ljuk. RacionÃ¡lis Ã©s Ã©rzelmi alapÃºmegÂ¬kÃ¶zelÃtÃ©sben vizsgÃ¡ljuk a bizalom szerepÃ©t. Ã–sszhangban az elÅ‘zetes feltÃ©telezÃ©sekkel, kÃ¼lÃ¶nbsÃ©get talÃ¡ltunk a racionÃ¡lis Ã©s Ã©rzelmi alapÃºbizalom csoportkohÃ©ziÃ³ra Ã©s a szÃ¶vetkezeti tagok elÃ©gedettÂ¬sÃ©gÃ©re gyakorolt hatÃ¡sÃ¡ban. A kapott eredmÃ©nyek azt mutatjÃ¡k, hogy a szÃ¶vetkezeti tagok kÃ¶zÃ¶tti bizalom pozitÃv hatÃ¡ssal van a csoportkohÃ©ziÃ³ra. A tagok kÃ¶zÃ¶tti bizalom (racionÃ¡lis Ã©s Ã©rzelmi alapÃº) nagyobb hatÃ¡ssal van a csoportkohÃ©ziÃ³ra, mint a tagok Ã©s menedzsment kÃ¶zÃ¶tti bizalom (racionÃ¡lis Ã©s Ã©rzelmi alapÃº). A tagok kÃ¶zÃ¶tti, valamint a tagok Ã©s a menedzsment kÃ¶zÃ¶tti Ã©rzelmi alapÃº bizalom egyÃ¼ttesen naÂ¬gyobb hatÃ¡ssal van a csoportkohÃ©ziÃ³ra, mint a tagok kÃ¶zÃ¶tti, valamint a tagok Ã©s a menedzsment kÃ¶zÃ¶tti racionÃ¡lis alapÃº bizalom. Az eredmÃ©nyek megerÅ‘sÃtik a csoportkohÃ©ziÃ³ pozitÃv hatÃ¡sÃ¡t a tagok elÃ©gedettsÃ©gÃ©nek megÃtÃ©lÃ©sÃ©ben. TovÃ¡bbÃ¡ az Ã©rzelmi alapÃºbizalom gyakorol nagyobb hatÃ¡st a tagok elÃ©gedettsÃ©gÃ©re, szemben a racionÃ¡lis alapÃºbizalommal. Az Ã©rzelmi alapÃº bizalom nagyobb hatÃ¡sa arra utal, hogy a szÃ¶vetkezÃ©s, egyÃ¼ttmÅ±kÃ¶dÃ©s Ã©rzelmi alapjai jelenleg erÅ‘sebbek, mint a szÃ¶vetkezÃ©s kÃ©zzel foghatÃ³ gazdasÃ¡gi eredmÃ©nyei. A TÃ‰SZ vezeÂ¬tÃ©se a szervezet megbÃzhatÃ³sÃ¡gÃ¡nak nÃ¶velÃ©sÃ©vel Ã©s a szemÃ©lyes kapcsolatok (tagok kÃ¶zÃ¶tti, tagok Ã©s vezetÃ©s kÃ¶zÃ¶tti) erÅ‘sÃtÃ©sÃ©vel tudja javÃtani a szÃ¶vetkezeten belÃ¼li kohÃ©ziÃ³t, ezÃ¡ltal a tagok elÃ©gedettÂ¬sÃ©gÃ©rzÃ©sÃ©t, szÃ¶vetkezetben valÃ³ maradÃ¡sÃ¡t. TermÃ©szetesen a TÃ‰SZ-nek meg kell teremtenie az Ã©rtÃ©Â¬kesÃtÃ©s biztonsÃ¡gÃ¡t, ami a tagok legfontosabb elvÃ¡rÃ¡sa a TÃ‰SZ-szel szemben.
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Bibliographic InfoArticle provided by KÁROLY RÓBERT OKTATÓ-KUTATÓ Kht. in its journal GAZDÁLKODÁS: Scientific Journal on Agricultural Economics.
Volume (Year): 53 (2009)
Issue (Month): 23 ()
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Web page: http://www.gazdalkodas.hu/
trust; marketing cooperative; horticultural sector; case study; Hungary; bizalom; marketingszÃ¶vetkezet; kertÃ©szeti Ã¡gazat; esettanulmÃ¡ny; MagyarorszÃ¡g; Agricultural and Food Policy; Consumer/Household Economics; Institutional and Behavioral Economics;
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- Ferto, Imre & Bakucs, Lajos Zoltan & Szabo, Gabor G., 2007. "The Choice of Marketing Cooperative in a Transition Agriculture," 103rd Seminar, April 23-25, 2007, Barcelona, Spain 9419, European Association of Agricultural Economists.
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