A INFLUÊNCIA DAS COMPETÊNCIAS COLETIVAS SOBRE A EFICÁCIA DO ATENDIMENTO AO CLIENTE

• Autor(a) principal: Almeida, Lilian da Silva
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/30
• topic: competências; competências coletivas; satisfação do cliente; valor do cliente; marketing de relacionamento.; competences, collective competences, customer satisfaction, customer value, relationship marketing.; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Long term relationship is the key element for organizational success nowadays. In such a competitive market organizations develop strategies to better satisfy needs as well as add value for its customers. In order to do so, organizations are required to assemble a clear definition of customers and market perceptions oriented strategy. However, added value is not only defined by product quality, technology or infrastructure. It is also based on intrinsic values like competences. Therefore, companies must invest in front line professionals enabling them to develop skills towards satisfaction of customers needs. This study aims to demonstrate if collective competences, developed throughout social interaction in a group, arise some benefits to customer service regarding needs satisfaction and value creation promoting relationship marketing. The theoretical basis for this study converged competences, collective competences, knowledge management, customer satisfaction and value creation, and relationship marketing themes. However, it was not found in the literature any relation among collective competences and relationship market themes. In this context, the present study presents as general objective to analyze how development of collective competences of a sales team can influence customer satisfaction. Specifically searching to: (a) point out the main factors regarding the sales team which generate customer satisfaction; (b) analyze how sales team collective competences can influence customer satisfaction; and (c) identify the formation process of collective competences at the sales team. The qualitative approach was guided through case studies methodological procedures using interviews, direct observations, and records bracketing for data gathering. Two sales team of a multinational organization were interviewed. The organization belongs to credit analysis and protection service business. Both teams were composed by manager, three salesmen and a customer each. Observations were performed at two distinct meetings with both salesmen and customers. Records analyzed refer to shared goals and number of attended customers per month. Results show that collective competences can influence customer satisfaction although customers only perceive individual and organizational competences. Nevertheless, it was evidenced by salesmen and team managers that collective competences not only promote customer satisfaction but also aid the development of individual competences by the people involved at commercial area.