Customer oriented behavior at large service companies: front office workers´ perspectives regarding antecedents of performance for quality / Comportamentos orientados a clientes em grandes empresas de serviços: perspectivas da linha de frente sobre antecedentes da atuação para a qualidade

AUTOR(ES)

Douglas Ramos

DATA DE PUBLICAÇÃO

2010

RESUMO

Theories argue that satisfaction at work influence quality of service. Among these theories is the service profit chain model (Heskett, Sasser e Schlesinger, 1991) which links employee job satisfaction with customer satisfaction and financial results of service organizations. This research aims to increase understanding of the relationship between employees attitudes and customer oriented behavior including concepts as social exchange and perceived organizational support. For this, the research focused on eleven stores belonging to three large service companies doing business in Brasilia, Brasil. The research method was predominantly qualitative and employed charts to represent the relationship between concepts present in workers´ cognitive maps and which occurred frequently in the data analysis process. The research also used dimensioning techniques and qualitative matrix analysis as supplementary evidences. The results revealed elements of context that favor customer oriented organizational citizenship behavior. Empathy toward the client, work characterized by interdependence, friendship, critical vision and belief of influence (both in relation to the work process), material support, information alignment, and autonomy were identified as relevant conditions to stimulate customer oriented behaviors. Evidence was found of relationship between (a) job satisfaction and effort in behalf of organization; (b) job satisfaction and customer oriented organizational citizenship behavior; (c) perceived organizational support and pride in belonging to an organization; (d) perceived organizational support and customer oriented behavior and (e) customer oriented organizational citizenship behavior and customer satisfaction. The research bore out an overlap between components of social exchange, job satisfaction and perceived organizational support. Besides this, the possibility of better performance evidenced by perception about customer satisfaction was characterized as an antecedent to job satisfaction.

ASSUNTO(S)

administração da qualidade comprometimento organizacional satisfação no trabalho quality management administração de serviços service management organizational commitment

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