The cooperative organizational form is by nature a sustainable one, which has proved to be resilient in the face of crises and a solid lever in addressing present-day societal challenges. Still, little is known about its socio-economic impact. Also, despite the plethora of studies on cooperative performance, research remains inconclusive about how to best measure it. In fact, scholarly work has largely favored the use of appraisal tools reflecting those of investor-owned firms (IOFs), having undermined the dual idiosyncratic nature of the cooperative organizational form, which is manifest in the business and social-membership objectives. The goal of this article is to fill these gaps by delivering a comprehensive dashboard for cooperative performance assessment that harmonizes business–social aspects and catalogs the basic components for future attempts. To reach this goal, we used an extensive review of empirical research in cooperative performance (phase 1) and a Delphi study with 14 experts (phase 2). In addition, we reviewed comparable research efforts for a business form (social enterprises) that combines business with social goals and faces similar challenges (phase 3). This inquiry was particularly insightful for the social perspective and the overlooked role of cooperatives as a socially-embedded organizational form that hardly documents its societal impact and outreach.

Purpose: This paper aims to examine a core member-customer threat in co-operatives (co-ops) by drawing from ostracism research, assessing co-op ostracism’s impact on critical membership and relational exchange outcomes and discussing why relationship marketing research needs to pay more attention to the overlooked role of implicit mistreatment forms in customer harm-doing.Design/methodology/approach: Three studies were conducted. In Study 1, ostracism in co-ops was explored, and a measurement scale for co-op ostracism was developed. In Study 2, the core conceptual model was empirically tested with data from members of three different co-ops. In Study 3, a coping strategy was integrated into an extended model and empirically tested with a new sample of co-op members.Findings: Ostracism is present in co-ops and “poisons” crucial relational (and membership) outcomes, despite the presence of other relationship-building or relationship-destroying accounts. Coupling entitativity with cognitive capital attenuates ostracism’s impact.Research limitations/implications: Inspired by co-ops’ membership model and inherent relational advantage, this research is the first to adopt a co-op member-customer perspective and shed light on an implicit relationship-destroying factor.Practical implications: Co-op decision makers might use the diagnostic tool developed in the paper to detect ostracism and fight it. Moreover, a novel coping strategy for how co-ops (or other firms) might fend off ostracism threats is offered in the article.Originality/value: The present study illuminates a dark side of a relationally profuse customer context, painting a more complete picture of relationship marketing determinants. Little attention has been given to ostracism as a distinct and important social behaviour in marketing research and to co-ops as a research context.