Cultura organizacional e atendimento ao cliente: um estudo de caso no balcão de atendimento das Águas da Região de Maputo - AdeM

Abstract

The present study analyzes the relationship between organizational culture and customer service in a context of interaction between employees of a store in Águas da Maputo Region and their respective customers. This subject is analyzed from three perspectives. The first explains that the processes of service in organizations are directly focused on customer satisfaction. THE second perspective explains the role of organizational communication in the process of customer service. Finally, the third perspective argues that organizational culture is determinant for the type of relationship maintained between an organization and its consumers and in collective and dynamic social construction, shared by people and social groups that perceive, think and react in different contexts. These perspectives allow us to understand the relationship between the organizational culture and the customer service from the perspective of customer satisfaction, communication between employees and the construction of social relations between employees and customers. However, these perspectives are limited by not allow us to understand the type of social relations built on the relationship between culture organizational and customer service. Based on an ethnographic work carried out in one of the stores in Águas da Região de Maputo was able to identify perceptions about service among employees and customers. I was also able to understand the relationship that exists between culture organizational structure and perceptions of customer service, as well as understanding the process of building relationships between employees and customers in the process of attendance. The discussion of the results allowed us to understand the context studied, the culture organizational and customer service is a process of building business relationships conflicts and friendships, resulting from the interaction between some customers and employees in the service process. (TRADUÇÃO NOSSA)