Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o
Ano de defesa: | 2015 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontif?cia Universidade Cat?lica do Rio Grande do Sul
|
Programa de Pós-Graduação: |
Programa de P?s-Gradua??o em Administra??o e Neg?cios
|
Departamento: |
Faculdade de Administra??o, Contabilidade e Economia
|
País: |
Brasil
|
Palavras-chave em Português: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede2.pucrs.br/tede2/handle/tede/5992 |
Resumo: | Customer orientation is the set of organizational beliefs which determine the prioritization of the client in front of other matters (DESHPAND?, FARLEY, WEBSTER; 1993) and the literature highlights the positive influence of this strategic orientation on several types of organizational performance. However, some papers have demonstrated results rather non significant and even negative suggesting the need for a deeper analysis, and the scientific community still has not brought a qualitative analysis on the motives which establish the relationship between customer orientation and superior performance. This study is based on the need to explore this relationship, consolidating the already known motives and investigating probable new explanations. With the objective of identifying and comprehending the motives for the relationship between customer orientation and performance, the research was conducted in three phases: literature review with the analysis of 44 articles about this relationship, execution of twenty in-depth interviews with academic and market experts and, ultimately, the confrontation of the motives pointed by the interviewees with the ones presented by the literature.It was possible to identify explanations that haven?t been explored by the scientific community yet, such as the appreciation of the marketing role inside organizations, the ability to develop a global view of the consumer, the focus on effectiveness and the capacity to educate the consumer. At the end, the reader shall have a comprehension of the suggested direction for the customer oriented companies to reach superior performance, through frameworks of motives for the relationship between customer orientation and performance. |
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Perin , Marcelo Gattermann538.453.589-04001.301.360-26http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4484191Y6Antonio , Paloma2015-05-12T13:45:28Z2015-03-26http://tede2.pucrs.br/tede2/handle/tede/5992Customer orientation is the set of organizational beliefs which determine the prioritization of the client in front of other matters (DESHPAND?, FARLEY, WEBSTER; 1993) and the literature highlights the positive influence of this strategic orientation on several types of organizational performance. However, some papers have demonstrated results rather non significant and even negative suggesting the need for a deeper analysis, and the scientific community still has not brought a qualitative analysis on the motives which establish the relationship between customer orientation and superior performance. This study is based on the need to explore this relationship, consolidating the already known motives and investigating probable new explanations. With the objective of identifying and comprehending the motives for the relationship between customer orientation and performance, the research was conducted in three phases: literature review with the analysis of 44 articles about this relationship, execution of twenty in-depth interviews with academic and market experts and, ultimately, the confrontation of the motives pointed by the interviewees with the ones presented by the literature.It was possible to identify explanations that haven?t been explored by the scientific community yet, such as the appreciation of the marketing role inside organizations, the ability to develop a global view of the consumer, the focus on effectiveness and the capacity to educate the consumer. At the end, the reader shall have a comprehension of the suggested direction for the customer oriented companies to reach superior performance, through frameworks of motives for the relationship between customer orientation and performance.A orienta??o para o consumidor ? o conjunto de cren?as organizacionais que determinam a prioriza??o do cliente frente a outros assuntos (DESHPAND?, FARLEY, WEBSTER; 1993) e a literatura salienta a influ?ncia positiva dessa orienta??o estrat?gica nos diversos tipos de performance organizacional. No entanto, alguns trabalhos demonstram resultados por vezes n?o significativos e at? negativos, sugerindo a necessidade de an?lise mais aprofundada e a comunidade acad?mica ainda n?o trouxe uma an?lise qualitativa sobre os motivos que estabelecem a rela??o entre orienta??o para o consumidor e performance superior. O presente estudo baseou-se na necessidade de explorar essa rela??o, consolidando motivos j? conhecidos e investigando prov?veis novas explica??es. Com o objetivo de identificar e compreender os motivos para a rela??o entre Orienta??o ao Consumidor e performance, a pesquisa foi conduzida em tr?s fases: revis?o da literatura com an?lise de 44 artigos acerca da rela??o, realiza??o de vinte entrevistas em profundidade com especialistas da academia e do mercado e, por fim, o confronto dos motivos apontados pelos entrevistados com os apresentados pelos artigos.Foi poss?vel identificar explica??es ainda n?o exploradas na comunidade acad?mica como a valoriza??o da fun??o de marketing dentro das organiza??es, a habilidade de desenvolver uma vis?o global do consumidor, o foco na efetividade e a capacidade de educar o consumidor. Ao final, o leitor ter? compreens?o do direcionamento sugerido para que as organiza??es voltadas ao consumidor atinjam performance superior, atrav?s de frameworks dos motivos para a rela??o entre orienta??o para o consumidor e performance.Submitted by Setor de Tratamento da Informa??o - BC/PUCRS (tede2@pucrs.br) on 2015-05-12T13:45:28Z No. of bitstreams: 1 468407 Texto Completo.pdf: 1992826 bytes, checksum: c349f310b28276f656fe2f6fd590c26a (MD5)Made available in DSpace on 2015-05-12T13:45:28Z (GMT). No. of bitstreams: 1 468407 Texto Completo.pdf: 1992826 bytes, checksum: c349f310b28276f656fe2f6fd590c26a (MD5) Previous issue date: 2015-03-26application/pdfhttp://tede2.pucrs.br:80/tede2/retrieve/162709/468407%20Texto%20Completo.pdf.jpgporPontif?cia Universidade Cat?lica do Rio Grande do SulPrograma de P?s-Gradua??o em Administra??o e Neg?ciosPUCRSBrasilFaculdade de Administra??o, Contabilidade e EconomiaADMINISTRA??O DE EMPRESASCONSUMIDORESMARKETINGAVALIA??O DE DESEMPENHOCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOOrienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??oinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis324412906709383637460060060044104941039521891468024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_RSinstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSTHUMBNAIL468407 Texto Completo.pdf.jpg468407 Texto Completo.pdf.jpgimage/jpeg3069http://tede2.pucrs.br/tede2/bitstream/tede/5992/4/468407+Texto+Completo.pdf.jpgd8300702cb6197e88b70b439cc96790cMD54TEXT468407 Texto Completo.pdf.txt468407 Texto Completo.pdf.txttext/plain295696http://tede2.pucrs.br/tede2/bitstream/tede/5992/3/468407+Texto+Completo.pdf.txt912923ebdbc6b15f9a847d23e07c0316MD53ORIGINAL468407 Texto Completo.pdf468407 Texto Completo.pdfapplication/pdf1992826http://tede2.pucrs.br/tede2/bitstream/tede/5992/2/468407+Texto+Completo.pdfc349f310b28276f656fe2f6fd590c26aMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-8610http://tede2.pucrs.br/tede2/bitstream/tede/5992/1/license.txt5a9d6006225b368ef605ba16b4f6d1beMD51tede/59922015-09-29 08:20:49.751oai:tede2.pucrs.br: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede2.pucrs.br/tede2/PRIhttps://tede2.pucrs.br/oai/requestbiblioteca.central@pucrs.br||opendoar:2015-09-29T11:20:49Biblioteca Digital de Teses e Dissertações da PUC_RS - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.por.fl_str_mv |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
title |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
spellingShingle |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o Antonio , Paloma ADMINISTRA??O DE EMPRESAS CONSUMIDORES MARKETING AVALIA??O DE DESEMPENHO CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
title_full |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
title_fullStr |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
title_full_unstemmed |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
title_sort |
Orienta??o ao consumidor e performance : uma an?lise qualitativa sobre os motivos da rela??o |
author |
Antonio , Paloma |
author_facet |
Antonio , Paloma |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Perin , Marcelo Gattermann |
dc.contributor.advisor1ID.fl_str_mv |
538.453.589-04 |
dc.contributor.authorID.fl_str_mv |
001.301.360-26 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4484191Y6 |
dc.contributor.author.fl_str_mv |
Antonio , Paloma |
contributor_str_mv |
Perin , Marcelo Gattermann |
dc.subject.por.fl_str_mv |
ADMINISTRA??O DE EMPRESAS CONSUMIDORES MARKETING AVALIA??O DE DESEMPENHO |
topic |
ADMINISTRA??O DE EMPRESAS CONSUMIDORES MARKETING AVALIA??O DE DESEMPENHO CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Customer orientation is the set of organizational beliefs which determine the prioritization of the client in front of other matters (DESHPAND?, FARLEY, WEBSTER; 1993) and the literature highlights the positive influence of this strategic orientation on several types of organizational performance. However, some papers have demonstrated results rather non significant and even negative suggesting the need for a deeper analysis, and the scientific community still has not brought a qualitative analysis on the motives which establish the relationship between customer orientation and superior performance. This study is based on the need to explore this relationship, consolidating the already known motives and investigating probable new explanations. With the objective of identifying and comprehending the motives for the relationship between customer orientation and performance, the research was conducted in three phases: literature review with the analysis of 44 articles about this relationship, execution of twenty in-depth interviews with academic and market experts and, ultimately, the confrontation of the motives pointed by the interviewees with the ones presented by the literature.It was possible to identify explanations that haven?t been explored by the scientific community yet, such as the appreciation of the marketing role inside organizations, the ability to develop a global view of the consumer, the focus on effectiveness and the capacity to educate the consumer. At the end, the reader shall have a comprehension of the suggested direction for the customer oriented companies to reach superior performance, through frameworks of motives for the relationship between customer orientation and performance. |
publishDate |
2015 |
dc.date.accessioned.fl_str_mv |
2015-05-12T13:45:28Z |
dc.date.issued.fl_str_mv |
2015-03-26 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://tede2.pucrs.br/tede2/handle/tede/5992 |
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http://tede2.pucrs.br/tede2/handle/tede/5992 |
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por |
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por |
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3244129067093836374 |
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600 600 600 |
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8024035432632778221 |
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openAccess |
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Pontif?cia Universidade Cat?lica do Rio Grande do Sul |
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Programa de P?s-Gradua??o em Administra??o e Neg?cios |
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PUCRS |
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Brasil |
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Faculdade de Administra??o, Contabilidade e Economia |
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Pontif?cia Universidade Cat?lica do Rio Grande do Sul |
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