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O avanço tecnológico tem transformado as operações do setor financeiro e a maneira como os associados acessam os serviços. Nesse contexto, as cooperativas de poupança e crédito implementaram soluções tecnológicas, como plataformas digitais, para otimizar sua gestão e oferecer uma melhor experiência aos seus usuários. O propósito desta pesquisa foi analisar o efeito do uso do aplicativo móvel na eficiência operacional e na satisfação dos associados, tomando como estudo de caso a Cooperativa Jardín Azuayo. Aplicou-se uma abordagem mista com delineamento transversal, que incluiu pesquisas estruturadas com oitenta e quatro associados e entrevistas com seis colaboradores, complementadas por análise documental. Os resultados evidenciam uma alta aceitação tecnológica, na qual 88% dos associados percebem o aplicativo como útil e fácil de usar, e mais de 90% se declaram satisfeitos com o serviço. Igualmente, o coeficiente de correlação de Pearson mostrou relações positivas entre a utilidade percebida, a qualidade do serviço e a satisfação do associado, confirmando que o uso do aplicativo JAMóvil incrementa a eficiência operacional ao reduzir o nível de transacionalidade no guichê, entre outros fatores. Conclui-se que a transformação digital fortalece a confiança, a lealdade e a competitividade institucional no setor cooperativo.
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