Endomarketing como estratégia de gestão de recursos humanos na lógica do cliente interno: estudo de caso na administração de condomínios
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2018
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Nas sociedades ocidentais hodiernas de consumo - onde o ser e o parecer se confundem - e nas organizações contemporâneas, de matriz tecnológica mas com raízes pós-industriais e configurações pós-modernas, os consumidores demonstram um comportamento aquisitivo depurado, mesmo em realidades semiperiféricas como a sociedade portuguesa. Segundo a teoria Lipovetskiana, vivemos na 'era do vazio', caracterizada pela perda de sentido das grandes instituições morais, sociais e políticas, e por uma cultura aberta que incorpora a personalização dos processos de socialização e coexistência dos antagonismos - violência e convívio, modernismo e 'retro', ambientalismo e consumo desenfreado. A capacidade de as organizações prestadoras de serviços se ajustarem as exigências do mercado acarreta que estas estejam em contato direto com os clientes. Neste sentido, as empresas carecem de um plano que as auxilie e permita a adequação ao seu público-externo (atuando numa lógica de cliente interno), atraves de estratégias de endomarketing baseadas na sua motivação, formação, valorização e acompanhamento.
Esta dissertação analisa a perceção que os funcionários de uma empresa prestadora de serviços na Administração de Condomínios (estudo de caso) têm, relativamente a adoção de ferramentas de endomarketing. Almeja-se a compreensão das variáveis que estão na ge'nese desta técnica e que mais influenciam ocomportamento aquisitivo dos indivíduos. Efetuou-se uma investigação de natureza qualitativa, exploratória e não probabilística, baseada na análise categorial e de conteúdo de entrevistas efetuadas a 10 colaboradores da empresa em estudo (que correspondem a 62,5% da totalidade do universo dos colaboradores), tentando compaginar-se as vivências e testemunhos dos indivíduos com a literatura.
Destaca-se, pelos resultados alcançados, a confirmação do pressuposto teórico-metodológico que indicia que o endomarketing se afigura como uma ferramenta preponderante na prestação de um serviço com maior grau de qualidade e que, paralelamente, tanto os colaboradores como a organização, obtêm ganhos significativos com a sua implementação.
ln nowaday's Western societies of consumption - where to be and to seem are confused - and in contemporary organizations with a technological matrix, but with post-industrial roots and postmodern configurations, consumers demonstrate purchasing behavior, even in semiperipheral reaIities such as the portuguese so- ciety. According to Lipovetsky's theory, we live in the “age of emptiness”, characte- rized by the loss of meaning of the great moral, social and political institutions and by an open culture that incorporates the personaIization of sociaIization processes and the coexistence of antagonisms - violence and coexistence, modernism and retro", environmentalism and unmeasured consumption. The service organizations ability to meet market demands oblige they are in direct contact with customers. Therefore, companies lack a plan that helps and allows them to adapt to their exter- nal public (acting within an internal customer logic), through endomarketing strate- gies based on their motivation, training, vaIuation and follow-up. This dissertation analyzes the perception that the employees of a company that provides management in the Condominium Administration (case study) have regarding the adoption of endomarketing tools. It is intended the understanding of the variables that are the genesis of this technique and that most influence the ac- quisition behavior of the individuals. A qualitative, exploratory and non-probabilistic nature investigation was carried out, based on the categorical and content analysis of interviews carried out with 10 employees of the company under study (which cor- respond to 625% of the total universe of employees), trying to compare between the individuals experiences and testimonies and literature. Based on the results achieved, the theoretical-methodological assumption confirms that endomarketing appears to be a preponderant tool in providing higher quality level service and that, at the same time, both employees and the organization obtain significant gains with its implementation.
ln nowaday's Western societies of consumption - where to be and to seem are confused - and in contemporary organizations with a technological matrix, but with post-industrial roots and postmodern configurations, consumers demonstrate purchasing behavior, even in semiperipheral reaIities such as the portuguese so- ciety. According to Lipovetsky's theory, we live in the “age of emptiness”, characte- rized by the loss of meaning of the great moral, social and political institutions and by an open culture that incorporates the personaIization of sociaIization processes and the coexistence of antagonisms - violence and coexistence, modernism and retro", environmentalism and unmeasured consumption. The service organizations ability to meet market demands oblige they are in direct contact with customers. Therefore, companies lack a plan that helps and allows them to adapt to their exter- nal public (acting within an internal customer logic), through endomarketing strate- gies based on their motivation, training, vaIuation and follow-up. This dissertation analyzes the perception that the employees of a company that provides management in the Condominium Administration (case study) have regarding the adoption of endomarketing tools. It is intended the understanding of the variables that are the genesis of this technique and that most influence the ac- quisition behavior of the individuals. A qualitative, exploratory and non-probabilistic nature investigation was carried out, based on the categorical and content analysis of interviews carried out with 10 employees of the company under study (which cor- respond to 625% of the total universe of employees), trying to compare between the individuals experiences and testimonies and literature. Based on the results achieved, the theoretical-methodological assumption confirms that endomarketing appears to be a preponderant tool in providing higher quality level service and that, at the same time, both employees and the organization obtain significant gains with its implementation.
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Orientação: Ricardo Manuel Magarinho Bessa Moreira
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, GESTÃO DE RECURSOS HUMANOS, MARKETING INTERNO, MANAGEMENT, HUMAN RESOURCES MANAGEMENT, INTERNAL MARKETING, ADMINISTRAÇÃO DE CONDOMÍNIOS, CONDOMINIUM MANAGEMENT