Production
https://prod.org.br/article/doi/10.1590/S0103-65132013005000019
Production
Article

A relação entre valores, práticas organizacionais e confiança de clientes no setor de serviços

The relationship between values, organizational practices and customers trust in the services sector

Guardani, Fátima; Teixeira, Maria Luisa M.; Bido, Diógenes de Souza; Mazzon, José Afonso

Downloads: 0
Views: 353

Resumo

Os valores pessoais influenciam o comportamento dos indivíduos e os valores organizacionais influenciam o desenvolvimento de práticas organizacionais. Contudo, não se observou estudo relacionando esses constructos com a confiança de clientes. Neste trabalho analisou-se, sob a perspectiva de clientes de empresas do setor de serviços, a relação entre os valores organizacionais percebidos, as práticas percebidas e a confiança nas organizações. Após uma pesquisa qualitativa, elaborou-se uma escala de práticas organizacionais percebidas. Procedeu-se à adaptação de uma escala de valores organizacionais e de outra referente à confiança. O teste do modelo relativo ao relacionamento entre os construtos foi feito com base em um Survey junto a uma amostra de clientes. Utilizou-se no processamento dos dados o software Lisrel 8.7. Os resultados mostraram que os valores organizacionais percebidos correlacionam-se positivamente com as práticas e que ambos os constructos correlacionam-se positiva e significativamente com a confiança dos clientes.

Palavras-chave

Valores organizacionais. Práticas. Confiança. Serviços

Abstract

Personal values influence individual behavior and organizational values influence the organizational practices development. However, there is no study linking these constructs with client's trust. This study analyzed, according to the perspective of customers, the relationship between perceived organizational values, perceived practices, and trust in organizations. After a qualitative research, an organizational practices scale was elaborated. An organizational values scale and a trust scale were adapted. The model test of the relationship between the constructs was based on a survey using a costumer's sample. The data were processed by software LISREL 8.7. The results showed that the organizational values perceived are positively correlated with the practices and both constructs are significant and positively correlated with costumers' trust.

Keywords

Organizational values. Practices. Trust. Services

References



AAKER, D. A.; KUMAR, V.; DAY, G. S. Pesquisa de Marketing. São Paulo: Atlas, 2001.

ADAMSON, I.; CHAN, K. M.; HANDFORD, D. Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector. The International Journal of Bank Marketing, v. 21, n. 6-7, p. 347-358, 2003. http://dx.doi.org/10.1108/02652320310498492

BALL, D.; COELHO, P. S.; MACHÁS, A. The role of communication and trust in explaining customer loyalty. European Journal of Marketing, v. 38, n. 9-10, p. 1272-1293, 2004. http://dx.doi.org/10.1108/03090560410548979

BARDIN, L. Análise de Conteúdo. Lisboa: Edições 70, 2004.

BRYMAN, A. Social research methods. Oxford: University Press, 2004.

CALORI, R.; SARNIN, P. Corporate culture and economic performance: a french study. Organization Studies, v. 12, n. 1, p. 49-74, 1991. http://dx.doi.org/10.1177/017084069101200104

FERREIRA, M. C. et al. Desenvolvimento de um instrumento brasileiro para avaliação da cultura organizacional. Estudos de Psicologia, v. 7, n. 2, p. 271-280, 2002.

GARBARINO, E.; JOHNSON, M. S. The different roles of satisfaction, trust and commitment in customer relationships. Journal of Marketing, v. 63, n. 2, p. 70-87, 1999. http://dx.doi.org/10.2307/1251946

GOEL, S.; BELL, G. G.; PIERCE, J. L. The perils of Pollyanna: development of the over-trust construct. Journal of Business Ethics, v. 58, n. 1, p. 203-218, 2005. http://dx.doi.org/10.1007/s10551-005-1415-6

GRÖNROOS, C. Marketing: gerenciamento e serviços. Rio de Janeiro: Elsevier, 2003.

HAIR JUNIOR, J. F. et al. Análise multivariada de dados. Porto Alegre: Bookman, 2005.

HARISALO, R.; HUTTUNEN, H.; McINERNEY, J. Trust-creating practices for marketing managers. Journal of Change Management, v. 5, n. 4, p. 463-484, 2005. http://dx.doi.org/10.1080/14697010500359280

HERNANDEZ, J. M.; MAZZON, J. A. Trust development in e-commerce and store choice: model and intial test. In: ENCONTRO DA ANPAD, 29., 2005, Brasília. Anais... Rio de Janeiro: ANPAD, 2005.

HERNANDEZ, J. M.; SANTOS, C. C. Proposta para um modelo de mensuração de confiança entre canais de marketing. In: ENCONTRO DA ANPAD, 31., 2007, Rio de Janeiro. Anais... Rio de Janeiro: ANPAD, 2007.

HOFFMAN, K. D.; BATESON, J. E. G. Princípios de marketing de serviços: conceitos, estratégias e casos. São Paulo: Pioneira Thomson Learning, 2003.

HOFSTEDE, G. et al. Measuring organizational cultures: a qualitative and quantitative study across twenty cases. Administrative Science Quarterly, v. 35, n. 2, p. 286-316, 1990. http://dx.doi.org/10.2307/2393392

JÖRESKOG, K. G.; SÖRBOM, D. LISREL 8: structural equation modeling with the SIMPLIS command language. Lincolnwood: Scientific Software International, Inc., 1993.

KLINE, R. B. Principles and practice of structural equation modeling. New York: The Guilford Press, 2005.

KLUCKHOHN, C. K. M. Values and value orientation in the theory of action. In: PARSONS, T.; SHILDS, E. (Orgs.). Toward a general theory of action. Cambridge: Harvard University Press, 1951. p. 436-483.

KRAMER, R. M. Trust and distrust in organizations: emerging perspectives, enduring questions. Annual Review of Psicology, v. 50, p. 569-598, 1999. http://dx.doi.org/10.1146/annurev.psych.50.1.569

LEVIN, I. M. Five windows into orgnization culture: an assessment framework and approach. Organization Development Journal, v. 18, n. 1, p. 83-94, 2000.

LITTLE, T. D. et al. To parcel or not to parcel: exploring the question, weighing the merits. Structural Equation Modeling, v. 9, n. 2, p. 151-173, 2002. http://dx.doi.org/10.1207/S15328007SEM0902_1

LOVELOCK, C.; WRIGHT, L. Serviços: marketing e gestão. São Paulo: Saraiva, 2001.

MAYER, R.C.; DAVIS, J. H.; SCHOORMAN, D. F. An integrative model of organizational trust. Academy of Management Review, v. 20, n. 3, p. 709-734, 1995.

MEGLINO, B. M.; RAVLIN, E. C. Individual values in organizations: concepts, controversies and research. Journal of Management, v. 24, n. 3, p. 351-389, 1998.

MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, v. 58, n. 3, p. 20-38, 1994. http://dx.doi.org/10.2307/1252308

OLIVEIRA, A. F.; TAMAYO, A. Inventário de perfis de valores organizacionais. Revista de Administração, v. 39, n. 2, p. 129-140, 2004.

RANAWEERA, C.; PRABHU, J. The influence of satisfaction, trust and switching barriers on costumer retention in a continuous purchasing setting. International Journal of Service Industry Management, v. 14, n. 3, p. 374-394, 2003. http://dx.doi.org/10.1108/09564230310489231

ROHAN, M. J. A rose by any name? The values construct. Personality and Social Psychology Review, v. 4, n. 3, p. 255-277, 2000. http://dx.doi.org/10.1207/S15327957PSPR0403_4

ROKEACH, M. The nature of human values. Nova York: Free Press, 1973.

ROUSSEAU, D. M. et al. Not so different after all: a cross discipline view of trust. Academy of Management Review, v. 23, n. 3, p. 393- 404, 1998. http://dx.doi.org/10.5465/AMR.1998.926617

SCHWARTZ, S. H. Universals in the content and structure of values: theory and empirical tests in 20 countries. In: ZANNA, M. (Org.). Advances in experimental social psychology. New York: Academic Press, 1992. p. 1-65.

SCHWARTZ, S. H. Are there universal aspects in the structure and contents of human values? Journal of Social Issues, v. 50, n. 1, p 19-45, 1994. http://dx.doi.org/10.1111/j.1540-4560.1994.tb01196.x

SCHWARTZ, S. A theory of cultural values and some implications for work. Applied Psychology, v. 48, n. 1, p. 23-47, 1999. http://dx.doi.org/10.1111/j.1464-0597.1999.tb00047.x

SIRDESHMUKH, D.; SINGH, J.; SABOL, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, v. 66, n. 1, p. 15-37, 2002. http://dx.doi.org/10.1509/jmkg.66.1.15.18449

TABACHNICK, B. G.; FIDELL, L. S. Using Multivariate Statistic. Boston: Allyn and Bacon, 2001.

TAMAYO, A.; GONDIM, M. G. C. Escala de valores organizacionais. Revista de Administração, v. 31, n. 2, p. 62-72, 1996.

TAMAYO, A.; MENDES, A. M.; PAZ, M. G. T. Inventário de valores organizacionais. Estudos de Psicologia, v. 5, n. 2, p. 289-315, 2000. http://dx.doi.org/10.1590/S1413-294X2000000200002

VERBEKE, W. A revision of Hofstede et al.'s (1990) organizational practices scale. Journal of Organizational Behavior, v. 21, n. 5, p. 587-602, 2000. http://dx.doi.org/10.1002/1099-1379(200008)21:5<587::AIDJOB22>3.0.CO;2-5

WALTER, A.; RITTER, T. The influence of adaptations, trust, and commitment on value-creating functions of customer relationships. Journal of Business Industrial Marketing, v. 18, n. 4, 2003. http://dx.doi.org/10.1108/08858620310480250

ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. The behavioral consequences of service quality. Journal of Marketing, v. 60, n. 2, p. 31-46, 1996. http://dx.doi.org/10.2307/1251929
5883a4397f8c9da00c8b4839 1574685864 Articles
Links & Downloads

Production

Share this page
Page Sections