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Na óptica dos clientes, quais são as competências necessárias valorizadas? : o caminho para a vantagem competitiva
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A Gestão de Recursos Humanos é a base para atingir o sucesso de uma empresa e, nesse sentido, pretende-se estudar uma organização do ramo da Nutrição e Dietética para perceber, na óptica do cliente, quais as competências necessárias valorizadas numa técnica alimentar e, a partir daí, ter uma base para o desenvolvimento da técnica que leve ao aumento da fidelização dos clientes. Para tal, utilizou-se um questionário com 20 competências a serem avaliadas pelos clientes e obtiveram-se 187 respostas de indivíduos divididos por 8 lojas de nutrição na zona da Grande Lisboa. Para a análise dos resultados calcularam-se as médias de cada competência por loja e pelo total dos questionários e o coeficiente de correlação de Pearson. Após interpretar os resultados obtidos, concluiu-se que a competência mais valorizada pelos clientes das 8 lojas é o conhecimento técnico que a técnica alimentar revela. Além disso, observou-se que existe uma correlação significante entre as competências estudadas, a idade e a localização das lojas.
Em estudos futuros poder-se-ia alargar a população estudada, para possibilitar uma maior sustentação e uma viabilidade mais elevada dos resultados alcançados.
The Human Resource Management is the basis for success of a company and, therefore, this work intends to study an organization that operates in the field of Nutrition and Dietetics to understand, from the perspective of the customer, what competencies are needed and valued on a dietetic technician and, after that, have a basis for the development of the technician that will lead to the increase of customer loyalty. For that purpose, a questionnaire with 20 competencies evaluated by the customers was used and 187 responses were obtained from individuals divided by 8 Nutrition stores in the Great Lisbon area. For the data analysis, the average of each competencie in each store and in the total of questionnaires and the Pearson correlation coefficient were calculated. After the interpretation of the results, the conclusion was that the competence most valued by the customers from the 8 stores was the technical expertise that the technician reveals. Moreover, it was observed that there is a significant correlation between competencies and age and the location of stores. In future studies it would be interesting to extend the study to a larger population, to provide greater sustain and a higher viability outcomes.
The Human Resource Management is the basis for success of a company and, therefore, this work intends to study an organization that operates in the field of Nutrition and Dietetics to understand, from the perspective of the customer, what competencies are needed and valued on a dietetic technician and, after that, have a basis for the development of the technician that will lead to the increase of customer loyalty. For that purpose, a questionnaire with 20 competencies evaluated by the customers was used and 187 responses were obtained from individuals divided by 8 Nutrition stores in the Great Lisbon area. For the data analysis, the average of each competencie in each store and in the total of questionnaires and the Pearson correlation coefficient were calculated. After the interpretation of the results, the conclusion was that the competence most valued by the customers from the 8 stores was the technical expertise that the technician reveals. Moreover, it was observed that there is a significant correlation between competencies and age and the location of stores. In future studies it would be interesting to extend the study to a larger population, to provide greater sustain and a higher viability outcomes.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Competências Hard skills Soft skills Vantagem Competitiva Recursos Humanos Mercado Competencies Competitive advantage Human Resources Market
Contexto Educativo
Citação
Petrides, Mónica Andreia (2013). "Na óptica dos clientes, quais são as competências necessárias valorizadas? : o caminho para a vantagem competitiva". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão