A influência do setor supermercadista brasileiro sobre os modelos de gestão comercial da indústria de bens de consumo alimentar: quais os fatores críticos na definição de modelos de gerenciamento comercial das empresas que se utilizam do canal varejista brasileiro após a forte concentração de mercado ocorrida no final dos anos 90?

Esta dissertação tem como objetivo propor uma metodologia de análise que destaque os fatores críticos na definição de modelos estratégicos e organizacionais da área comercial de fabricantes de produtos alimentares que pretender utilizar o canal de distribuição varejista brasileiro após a forte concentração vivida no final dos anos 90. Para tanto fez-se um estudo do mercado supermercadista brasileiro destacando suas principais mudanças e a importância da efetiva administração dos canais. Como conclusão tem-se que empresas que vislumbrem adotar modelos de excelência operacional com adição de valor ao consumidor final, depararão com a complexidade do gerenciamento do relacionamento de seus clientes, principalmente no que tange aos clientes chaves que a partir de 1999 ganham individualmente dimensão e importância equivalente a canais de distribuição anteriormente considerados de vital importância para distribuição de produtos. Atingir a excelência operacional tende a passar pela integração estratégica, organizacional, logística, tecnológica e mercadológica entre fornecedor e clientes - ou seja, passa por uma proposta de valor. Atender as exigências atuais e futuras dos clientes, principalmente dos grandes players, será um verdadeiro desafio para os profissionais de administração já que vultuosas somas de recursos financeiros, novos formatos organizacionais e novas habilidades dos profissionais das áreas de marketing e comercial devem surgir nos próximos anos.

Implementação de CRM para viabilização de marketing de relacionamento: um estudo de caso

Foco em estratégias empresariais para a longevidade da relação com clientes, comunicação personalizada bidirecional, múltiplos pontos de contato, novas formas de segmentação de mercado, estrutura organizacional descentralizada e mensuração em tempo real da satisfação dos clientes, são exemplos que indicam a existência de uma forma de marketing diferenciada, denominada de marketing de relacionamento. Motivada pela crescente demanda empresarial por tecnologias mercadológicas, a indústria de softwares criou, em meados dos anos 90, um sistema denominado de Customer Relationship Management (CRM) com a promessa de gerenciar, de forma integrada, todos os relacionamentos com os clientes. Gradativamente, novas funcionalidades foram incorporadas ao sistema que alcançou ampla difusão no meio empresarial, responsável por investimentos na ordem de bilhões de dólares ao ano. Enquanto os fabricantes de CRM anunciam crescimentos significativos de vendas, o mercado vem apresentando sinais de insatisfação. Há dúvidas se a implementação do sistema seria suficiente para viabilizar o marketing de relacionamento e quais são seriam suas potencialidades. Pesquisar a teoria do marketing de relacionamento, levantar qUaiS são os seus elementos determinantes e investigar as possibilidades do CRM poderá contribuir para proporclOnar beneficios mútuos para as quatro partes envolvidas no relacionamento: os clientes, as empresas que comercializam produtos e serviços, fabricantes e implementadores de CRM.

Qualidade na justiça federal: um estudo sobre as disfunções da administração da prestação jurisdicional

Esta dissertação objetiva explorar as possibilidades de incremento dos processos e rotinas organizacionais envolvidas na prestação jurisdicional. Para analisar pontos de problema e a viabilidade de ações de melhoria, este estudo buscou identificar a literatura sobre temas que perpassam a ideia central desenvolvida. Assim, foram abordados livros, artigos e publicações de jornais e revistas a respeito de gestão de qualidade, gestão de qualidade no setor de serviços, a namreza do processo judiciário, a estrutura e natureza do Poder Judiciário e ações de melhoria especificamente voltadas para o perfil da gestão pública. Foram entrevistados atores que participam diretamente do processo judiciário, na esfera federal, como forma de se ilustrar o apurado na teoria literária.

Estudo de caso: identificando fatores críticos de qualidade de serviços de TI de uma organização

As empresas no mercado atual estão em um ambiente de agressiva concorrência, e sua sobrevivência depende de fatores como a produtividade, inovação e atingimento de resultados, contudo, sem haver o comprometimento da qualidade. Os departamentos de Tecnologia da Informação possuem grande influência na operação e nos resultados da empresa, pois a importância da tecnologia, tanto no suporte, quanto na própria atividade fim das companhias, é vital. Diante deste contexto, este trabalho analisou as melhores práticas de mercado na gestão de tecnologia da informação como o framework Cobit (Control Objectives for Information Technology) analisada em conjunto com as ferramentas consagradas de mensuração de percepção de qualidade de serviços, de forma a identificar os fatores críticos de sucesso para qualidades de serviços em TI. Utilizou-se a metodologia SERVQUAL em um caso específico de uma empresa de comunicação e assessoria de imprensa, através de um questionário dividido em duas partes e vinte e duas perguntas cada, permitindo identificar as lacunas entre a expectativa e a percepção dos serviços fornecidos em cada uma das cinco dimensões da qualidade de serviço: tangibilidade, confiabilidade, responsabilidade, segurança e empatia. Foram identificados como fatores críticos as dimensões de confiabilidade e de empatia, e para cada uma delas, relacionou-se um conjunto de objetivos de controle do Cobit que permitem a atuação na melhoria das avaliações destes elementos.

The price of threat: the role of identity-safe marketplaces in predicting intergroup price sensitivity

In field experiments with subjects living either inside or outside Brazilian slums (n=955), we show that consumers living in slums are less price sensitive, in opposition with recent price sensitivity research. Comparing slum and non-slum dwellers, we found that negatively stereotyped consumers (e.g. slum dwellers) were more likely to pay higher amounts for friendlier customer service when facing social identity threats (SITs) in marketplaces such as banks. The mechanism which makes them less price sensitive is related to the perception of how other people evaluate their social groups, and we argue that they pay more because they are seeking identity-safe commercial relationships. This work, besides extending the literature in SITs, presents a perspective for the exchange between economics and psychology on price sensitivity, showing that consumers living in slums are willing to pay more to avoid possibly social identity threating experiences.

O gerenciamento de impressões e a qualidade dos serviços nos hotéis da Paraíba

The present study has got as its aim to show how the impressions management is being used by the hotels in Paraiba State. For that, the dramma or role play perspective has been adopted as a model for service management. From the theater metaphor, the physical environment and its components can be seen as a scenery of the service show. We conduct the reader to notice the importance of the consummer about the service quality demand and its influence on his satisfaction. A methodology with exploring and qualifying nature has been adopted by using the analyses of content technique in interviews applied to hotel managers lebeled as having 4 and 5 stars in the State, trying to check how impression management takes place, identifying impression management tools used in relation to the physical evidences and to contacting people, as well as checking managers views in the survey about the use of impression management for client satisfaction make. The information revealed that managers, maybe for being unaware about impression management theory, haven t considered neither the physical evidences yet, nor contacting people as marketing tools. About the physical evidences, we could see that hotels take actions in a pulverized way referring to environment decoration and colors, however there isn t a global usage of physical evidences to highlight the service. Contacting people by their turn, receive better importance and attention. It was possible to make sure that managers are aware about the influence of the employee over the attendance quality. This way, we may come into a conclusion that impression management at Paraiba hotels has been under used, as long as managers seem to be, most times, turned to actions related to contacting people, not having realized the planning importance and national-wide use of service scenery in a genaral way yet

As repercussões dos serviços hospitalares em diferentes contextos: uma análise de profissionais de saúde

This study has as general object: to verify as the health professionals that work in different hospitals evaluate the hospital services; and specific objectives: identify how health professionals evaluate the work conditions in different hospitals and verify the central nucleus and the peripheral elements of the social representations elaborated by these professionals about these institution. This is a descriptive study realized in Natal, capital of Rio Grande do Norte. Were collected 213 questionnaires. Concerning the evaluation of the health services, high averages had been verified in the philanthropic hospital, for example, quality of the customer service. At the state hospital was observed lowest ones: respect to the privacy of the patients. Similar results were found about work conditions. It was observed as central nucleus the categories Overcrowded and Humanized care, in the state and philanthropic hospital respectively, and as peripheral elements Low wages and Overcrowded. Being thus the conflicts in this scene are inevitable because of the poor structure of some public hospitals, however, these problems can be foresee and solvable if the hospital has a free expression channel accessible to all agents. The evaluation has to become integrant part of the culture of the organization, a time that this will guide the steps in direction to the best quality in the hospital assistance

PROEJA FIC/Fundamental no IFRN-Campus Mossoró: das intenções declaradas ao funcionamento de um curso em espaço prisional

This research aims to analyze the FIC Course of Assistant Technician in Service Management and Quality, integrated to elementary education / EJA form developed by IFRN MO Campus between 2011 and 2013 in the form of a PROEJA FIC / AT ELEMENTARY SCHOOL LEVEL. We seek to understand the adhesion between the national guidelines postulated for the Program, established in PPC and mediations with the process conceived in the run of the course. Guiding by the socio-critical approach and the dialogical paradigm, the theoretical-epistemological mark is especially buoyed by the theoretical contributions of Ciavatta (2005) , Rock (2011) , Haddad and Di Pierro (2000), Freire (2005), Marx (1982), Ramos (2005), Frigotto; Ciavatta; Ramos (2005), Moura (2012), and also on education in prisons by Onofre (2007, 2011), Bueno (2007), Julião (2011) and Foucault (2001). We assume that an action that enables professional qualification as FIC courses articulated to the EJA in the context of education in prisons have conceptual, methodological, political and pedagogical implications for it focuses challenges, weaknesses and opportunities on the same area of education., We have developed four techniques of data collection based on procedures and tools of qualitative research, such as document analysis, a student survey, the conduction of focus groups with teachers and administrators of the course and on-site observation. Mediated by the investigated context, results showed that the consolidation of PROEJA FIC / AT ELEMENTARY SCHOOL LEVEL goes beyond the intentions officially declared. It is inferred that after seven years of its creation, even though it keeps some potential, this program is not being satisfactorily developed and it shows weaknesses national and locally, it is set at low capillarity, it has a limited scope, and dissolved essential public commitments to the course development. The effectiveness of PROEJA FIC / AT ELEMENTARY SCHOOL LEVEL as part of an emancipatory inclusion social policy, according to official statement, entails approximating the legal logic with social logic, so as not only to propagate discourses and enforce worship to specific and successful experiences that reach only a minority, but to provide actual and necessary conditions to promote the breadth and social quality of the offered deals in this program format

Saúde da família: uma estratégia de mudança no processo de produção dos serviços de saúde

The purpose of this study is to analyze, from the point of view of nurses, changes that took place in the process of providing health services after the introduction of the Family Health Program (FHP). It is na investigation of qualitative nature that uses semi-structured interviews as a main empirical approach tool. Six nurses from the city of Caicó, Rio Grande do Norte, who were working with basic care before the introduction of the FHP, within basic care, were: adscription and ties with the community; hospitality and the humanizacion of care-giving; decrease in cases of inpatient treatment; strengthening of the prevention of injuries and health promotion; improvemente of health indicatiors, finally, actions that point towads meeting the principles of wholeness, equity and universality as a declaration of the Brazilian National Health Care System (SUS). Nevertheless, in spite of all recognizable positive aspects, the FHP has some weaknesses, such as: the difficulty posed by colletive work; the mismatch between professional education and the demands of the current health standard; a poor physical infrastructure of the Basic Health Units; a high heath staff turnover and precarious work conditions. In addition to this, some strategies that can be used to help improve the process of providing health services have been pointed out, such as, coordination between sectors, continuous education, making work conditions less precarious and improving the means whereby heathy service management is conveyed,Tthus, finally, we understand that the FHP does bring forward meaningful changes to the process of provinding health services to strengthen the Brasilian National Health Care System (SUS), in spite of the fact that it lies within a scenario of adversities that can be overcome through the collective endeavor of the several social actors

Desenvolvimento de um sistema de planejamento, gestão de serviços e controle de custos em obras de construção civil

The increasing competitiveness of the construction industry, set in an economic environment in which the offer is now greater than the demand , causes the prices of many products and services, are strongly influenced by the processes of production and the final consumer. Thus, to become more competitive in the market and construction companies are seeking new alternatives to reduce and control costs, production processes and tools that allow for close monitoring of the construction schedule, with the consequent compliance deadline with the client. Based on this scenario, the creation of control tools, service management and planning work emerges as an investment opportunity and an area that can promote great benefits to construction companies. The goal of this work is to present a system of planning, service management and costs control that through worksheets provide information relating to the production phase of the work, allowing the visualization of possible irregularities in the planning and cost of the enterprise, enabling the company to take steps to achieve the goals of the enterprise in question, and correct them when necessary. The developed system has been used in a piece of real estate in Rio Grande do Norte, and the results showed that its use together allowed the construction company to accompany their results and take corrective and preventive actions during the production process, efficiently and effective

Fatores da satisfação e fidelidade de clientes na hotelaria: um estudo sobre a percepção dos gestores de hotéis

This Master of Science Thesis deals with the perception of hotels managers about the factors affecting the loyalty and satisfaction of its customers. It is surveyed a group of managers attending a hotel industry meeting and the results of their responses are compared with three surveys on tourist satisfaction and loyalty factors in Natal, Brazil, including international, national and regional tourist. The main findings suggest a divergence on the managers perception and the customer significant factors affecting satisfaction surveyed, but a certain convergence on the factors affecting loyalty. The research suggest a need for a customer satisfaction and loyalty measurement system in order to contribute for the alignment of managers perception and its customers evaluations

Gestão da satisfação e da fidelidade de consumidores :um estudo dos fatores que afetam a satisfação e a fidelidade no mercado de turismo

The corporative strategies have been systematically changing since the middle of the 90´s by including measurement of satisfaction and loyalty of the consumers in their organization. strategies. This essay presents a study on the factors that influence on the satisfaction and loyalty of the consumers, and is based on national models of satisfaction rates. For this essay, the new Norwegian model was used. During the period of 01/06/03 until 02/14/03, a field research was developed and applied to 230 tourists visiting the city of Natal/RN

Fatores que afetam a satisfação e a fidelidade do cliente: um estudo com compradores de automóveis

This thesis presents a contribution to the study customer satisfaction models, analyzing the relationship between antecedent variables satisfaction and customer loyalty, through a survey with car s buyers in Natal. The theorical survey is focused in concepts of customer satisfaction and loyalty, and in the customer satisfaction index models. For the field survey, was applied a questionnaire, based on the Norwegian Customer Satisfaction Barometer (NCSB), considered by Johnson et al. (2001), with 106 customer of concessionary Fiat, the Pontanegra Automóveis. The main results obtained by the multiple regression analysis reveal that, considering the Fiat, the satisfaction is influencing by reliance degree in the firm seriousness and by complaining handling, the loyalty is influenced by possibility of again pay the same value if was again buy a car, the satisfaction degree with a car, affective commitment relationship firm customer of the own car and the complaining handling. Considering the concessionaire, the satisfaction is influenced by reliance degree in the firm seriousness, ability degree of the concessionaire in delivery service and by complaining handling, already the loyalty is influencing by possibility of again pay the same value if was again buy a car, affective commitment relations to be concessionaire s customer, by calculate commitment in relation the economic loss of bought this car of this firm and complaining handling

A importância da rapidez de atendimento em supermercados: um estudo de caso

Neste trabalho, analisam-se algumas causas pelas quais clientes frequentam um supermercado, tais como: preço de produtos, localização do estabelecimento, rapidez de atendimento, qualidade de atendimento, variedade de produtos, estacionamento e outras. Por meio de análise estatística multivariada, foi verificada a relevância de cada causa em contraste com as outras, ou seja, a importância relativa de cada uma. Assim, pôde-se observar que a rapidez de atendimento desempenha um papel importante em relação às demais para o nível de serviço dos clientes. Utilizando-se análise de agrupamentos hierárquicos de variáveis e análise de correspondência, associaram-se causas em grupos e relacionaram-se causas a alguns fatores, como, por exemplo, escolaridade dos clientes, sendo esta uma observação interessante por existir, no Brasil, uma relação significativa entre renda e escolaridade. A coleta de dados foi realizada em um supermercado no interior de São Paulo e, desta forma, os resultados baseiam-se em um estudo de caso, tendo limitações inferenciais.