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Impacto da capacidade digital na capacidade de liderança e na satisfação de agentes de viagens
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Resumo(s)
A competitividade dos tempos atuais tem tido um grande impacto na economia
global, sendo que organizações de todos os setores, têm vindo a recorrer às novas
tecnologias para se diferenciarem dos seus competidores. As agências de viagens,
fazendo parte do setor do turismo, que tem registado um crescimento constante, mas
também muitas mudanças, também têm procurado no meio digital uma oportunidade de
criarem uma vantagem competitiva. O presente estudo procura entender qual o impacto
das capacidades de liderança e digitais na satisfação dos colaboradores e o papel mediador
que a capacidade digital tem na relação entre a capacidade de liderança e a satisfação,
tendo como base o modelo da maturidade digital de Westerman, Bonnet e McAfee (2014)
e da teoria das capacidades dinâmicas. Desta forma, foi realizado um estudo onde foram
inquiridos 65 agentes de viagens portugueses. Os resultados evidenciaram que a
capacidade de liderança tem um efeito direto na satisfação dos colaboradores, assim como
na capacidade digital, mas que a capacidade digital não tem um efeito mediador na relação
entre a capacidade de liderança e a satisfação. Concluiu-se que as capacidades de
liderança e digitais são essenciais para uma transformação digital bem-sucedida, mas que,
nas agências de viagens portuguesas, a capacidade de liderança por si só pode ser vista
como uma vantagem competitiva.
Nowadays competitiveness has had a big impact in global economy, so organizations in every sector have been resorting to new technologies to distinct themselves from their competitors. Travel agencies, being part of the tourism sector, has had a steady grown but also a lot of changes, so they have been looking to gain a competitive advantage through digital technologies. The present study intend to understand what is the leadership and digital capabilities’ impact in workers’ satisfaction and if digital capability has a mediator effect in the relationship between leadership capability and satisfaction, based on Westerman’s digital transformation model (Westerman, Bonnet and McAfee, 2014) and dynamic capabilities theory. Thus, it was conducted a study with 65 portuguese travel agents. The results show that leadership capability has a direct effect, not just in the workers’ satisfaction, but also in the digital capability, however digital capability does not play a mediator role in the leadership capability and satisfaction relationship. It was possible to conclude that leadership and digital capabilities are fundamental to a successful digital transformation and that, in portuguese travel agencies, the leadership capability by itself plays a competitive advantage.
Nowadays competitiveness has had a big impact in global economy, so organizations in every sector have been resorting to new technologies to distinct themselves from their competitors. Travel agencies, being part of the tourism sector, has had a steady grown but also a lot of changes, so they have been looking to gain a competitive advantage through digital technologies. The present study intend to understand what is the leadership and digital capabilities’ impact in workers’ satisfaction and if digital capability has a mediator effect in the relationship between leadership capability and satisfaction, based on Westerman’s digital transformation model (Westerman, Bonnet and McAfee, 2014) and dynamic capabilities theory. Thus, it was conducted a study with 65 portuguese travel agents. The results show that leadership capability has a direct effect, not just in the workers’ satisfaction, but also in the digital capability, however digital capability does not play a mediator role in the leadership capability and satisfaction relationship. It was possible to conclude that leadership and digital capabilities are fundamental to a successful digital transformation and that, in portuguese travel agencies, the leadership capability by itself plays a competitive advantage.
Descrição
Tese de mestrado, Psicologia (Área de Especialização em Psicologia dos Recursos Humanos, do Trabalho e das Organizações), Universidade de Lisboa, Faculdade de Psicologia, 2020
Palavras-chave
Tecnologias digitais Liderança Satisfação Agências de viagens Teses de mestrado - 2020