Resumo:
The research explores the topic of associations by analyzing the perceptions of local business
owners regarding the Chamber of Shopkeepers (CDL) in the city of Itajubá, Minas Gerais state,
Brazil. The main goal is to study how local business owners view the role of CDL ITAJUBÁ
and to identify actions that could potentially attract and retain members. The study uses a case
study approach with surveys administered to three different groups: current members, former
members, and non-members. Data was collected through face-to-face interviews, aiming to
gain a detailed understanding of the motivations and expectations of business owners. The
results show that current members highly value services such as credit consulting and digital
certification. However, there is significant demand for more specific courses and training.
Former members cited a lack of service innovation and a perception of a closed group that
hinders active participation as the main reasons for leaving. Non-members expressed interest
in benefits like health plans and quality training, suggesting that more effective communication
and closer engagement with business owners could increase the likelihood of new
memberships. The conclusion emphasizes the need to innovate services, enhance transparency
in management, and continuously address the needs of members. These actions are crucial for
strengthening CDL ITAJUBÁ. Improving member retention and attracting new members could
boost revenue, potentially optimizing the financial sustainability of the organization and
reinforcing its relevance within the local business community.
