The potential of digitalization for increasing members’ satisfaction of Bulgarian cooperatives

Decades after the establishment of the first modern agricultural cooperative in Bulgaria, we are observing a continuous increase in its number, then we see a decline until nowadays. In periods, when the members’ satisfaction is higher, we notice increasing of the number of cooperatives and vice versa. In each period the relation between members’ satisfaction, cooperative values and principles and existing and operating governance structures differs seriously. We identified three historical periods for this development: pre socialism, socialism and post socialism. This paper is concentrated on the measuring the members satisfaction and to show the potential of using the new technologies (digitalization) for increasing the members satisfaction. For this purpose, we will try to evaluate the influence and application of the governance structure and cooperative values and principles on members’ satisfaction. It our research we argue that the members’ satisfaction is higher when the governance structure of the cooperative fits with the cooperative values and principles. For this fit we stand that the digitalization can contribute to the recovery of members involvement and transparency. The methodology of the research comprises qualitative and quantitative methods. The qualitative method includes in depth interviews, observations and narrative analysis. We use Analytic Hierarchy Process (AHP) as instrument for quantitative valuation of governance structures according to the cooperative values and principles as a criterion and will use it to measure member satisfaction in each historical period.