Impact of Mobile Banking Service Usage on Member Relationship: A Study in a Credit Cooperative in Northern Rio Grande do Sul

Introduction: The accelerated development of emerging technologies, driven by the growing demand for agility, convenience, and security in financial transactions, has compelled banks and credit cooperatives to restructure their operations, leading to substantial investments in digital self-service channels. Among these investments, mobile banking stands out, having grown by over 70% in the past three years, totaling more than 1.8 billion transactions in the market. This study aims to investigate the impact of mobile banking usage by financial institutions on the relationship between members and a credit cooperative located in the northern region of the state of Rio Grande do Sul, Brazil. Based on secondary data, the research uses the Solutions per Member Index (ISA), gathered from 1,350 cooperative members with at least 12 months of affiliation. The results show a positive correlation between the use of the digital channel and the increase in the ISA, indicating that intensive use of mobile banking contributes to strengthening the relationship between members and the cooperative, in addition to the estimated model explaining 52% of the variation in the ISA.These findings underscore the importance of continuous investment in technological innovation as a strategy for enhancing member loyalty and improving financial performance indicators. Objective: The objective of this study is to investigate the impact of mobile banking usage on the relationship between members and a credit cooperative located in the northern region of the state of Rio Grande do Sul, Brazil. Theoretical Framework: The theoretical framework is grounded in the concept of digital transformation in the financial sector, emphasizing the role of emerging technologies, such as mobile banking, in reshaping user experience and fostering long-term relationships among stakeholders. This provides a solid foundation for understanding the context of the investigation. Method This is a quantitative, descriptive study based on secondary data provided by a credit cooperative in northern Rio Grande do Sul. The sample includes data from 1,350 members with a minimum affiliation period of 12 months. Statistical analysis employed correlation methods and linear regression modeling to assess the relationship between the frequency of mobile banking usage and the Solutions per Member Index (ISA). Research Implications The results have significant practical implications for credit cooperative management, suggesting that investments in digital technologies—particularly mobile banking—can be strategic for increasing member engagement, expanding the offer and use of financial solutions, and improving operational performance and relationship indicators.Impacto del uso del servicio de banca móvil en la relación con el asociado: un estudio en una cooperativa de crédito del norte del estado de Rio Grande do Sul.Impacto del uso del servicio de banca móvil en la relación con el asociado: un estudio en una cooperativa de crédito del norte del estado de Rio Grande do Sul.