O impacto da orientação para o mercado na satisfação e comprometimento dos funcionários e no desempenho organizacional: aplicação ao sector público local
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Data
2009
Autores
Rodrigues, Ana Paula
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Objectivos: Este trabalho procura analisar a implementação do conceito de marketing no ambiente interno (orientação para o mercado interno) e no ambiente externo (orientação para o mercado externo), avaliando alguns dos seus efeitos no contexto de organizações do sector público local portuguesas. Especificamente, esta dissertação pretende estudar o impacto da implementação do conceito de marketing interno na orientação para o mercado (externo). Adicionalmente, examina o efeito da orientação para o mercado (externo) em atitudes relacionadas com o trabalho (satisfação no trabalho e comprometimento organizacional) e no desempenho organizacional. Metodologia: A abordagem metodológica escolhida combinou métodos qualitativos com métodos quantitativos. Foi empregue a metodologia associada aos modelos de equações estruturais para analisar as informações recolhidas de uma amostra a membros do executivo de Câmaras Municipais da região Norte de Portugal, para verificar as hipóteses estabelecidas no modelo de pesquisa. Resultados: Os resultados do estudo empírico mostraram que a implementação do conceito de marketing interno tem um efeito importante no desenvolvimento de comportamentos orientados para o mercado (externo). Além disso, o efeito da orientação para o mercado (externo) em atitudes relacionadas com o trabalho e no desempenho organizacional foi suportado pelos dados. Contudo, os resultados não encontraram suporte para a relação entre essas respostas atitudinais e o desempenho organizacional. Implicações práticas: Os gestores do sector público local deverão reconhecer a importância de dedicar recursos que assegurem a recolha, disseminação e resposta à informação de mercado, tanto no ambiente interno como no externo, para melhorar a satisfação no trabalho, o comprometimento organizacional e o desempenho organizacional. Originalidade/valor: Apesar de ser aclamado que a implementação do marketing no ambiente interno é vital para o sucesso do marketing externo, esta relação não tem sido extensamente discutida na literatura. Os resultados deste estudo fornecem evidências quantitativas que suportam esta associação. Além disso, este estudo constitui uma pesquisa adicional sobre o papel dos comportamentos orientados para o mercado na satisfação no trabalho, no comprometimento organizacional e no desempenho organizacional, apresentando desafios interessantes em termos de pesquisas futuras, entre os académicos e gestores.
Purpose: This paper seeks to analyse the marketing concept implementation within both the internal (internal market orientation) and external environment (external market orientation) and assess some of its effects in the context of Portuguese local public sector. More specifically, the paper aims to study the impact of internal marketing implementation on (external) market orientation. Additionally, it examines the effect of (external) market orientation on employee’s job-related attitudes (job satisfaction and organisational commitment) and organisational performance. Design/methodology/approach: The methodological approach combined quantitative and qualitative data. A structural equation modelling methodology was employed to analyze the data collected from a sample of Municipality executive board members in order to verify the hypotheses corresponding to the causal relationships proposed in the research model. Findings: The results of the empirical study carried out showed that internal marketing implementation has an important effect in fostering market-oriented behaviors of local public organizations. Also, the effect of (external) market orientation on job-related attitudes and on organizational performance was supported. However, the study findings did not support that increased levels of job satisfaction and organisational commitment enhances organisational performance. Practical implications: Local public sector managers should recognize the importance of devote resources that ensures the gathering, dissemination and the responsiveness to market information that is collected, both in the internal as in the external environment, for enhanced job satisfaction, organisational commitment and organisational performance. Originality/value: Despite the claims that the implementation of marketing in the internal environment is vital for the external marketing success, this relationship has not yet been extensively discussed in the literature. The study’s results provide quantitative evidence to support this association. Also, this study offers additional research on the role of market-oriented behaviors on job satisfaction, organizational commitment and organizational performance, presenting interesting challenges for further research among practitioners and academics.
Purpose: This paper seeks to analyse the marketing concept implementation within both the internal (internal market orientation) and external environment (external market orientation) and assess some of its effects in the context of Portuguese local public sector. More specifically, the paper aims to study the impact of internal marketing implementation on (external) market orientation. Additionally, it examines the effect of (external) market orientation on employee’s job-related attitudes (job satisfaction and organisational commitment) and organisational performance. Design/methodology/approach: The methodological approach combined quantitative and qualitative data. A structural equation modelling methodology was employed to analyze the data collected from a sample of Municipality executive board members in order to verify the hypotheses corresponding to the causal relationships proposed in the research model. Findings: The results of the empirical study carried out showed that internal marketing implementation has an important effect in fostering market-oriented behaviors of local public organizations. Also, the effect of (external) market orientation on job-related attitudes and on organizational performance was supported. However, the study findings did not support that increased levels of job satisfaction and organisational commitment enhances organisational performance. Practical implications: Local public sector managers should recognize the importance of devote resources that ensures the gathering, dissemination and the responsiveness to market information that is collected, both in the internal as in the external environment, for enhanced job satisfaction, organisational commitment and organisational performance. Originality/value: Despite the claims that the implementation of marketing in the internal environment is vital for the external marketing success, this relationship has not yet been extensively discussed in the literature. The study’s results provide quantitative evidence to support this association. Also, this study offers additional research on the role of market-oriented behaviors on job satisfaction, organizational commitment and organizational performance, presenting interesting challenges for further research among practitioners and academics.
Descrição
Tese de Doutoramento em gestão
Palavras-chave
Marketing (interno) , Desempenho organizacional , Sector público , Orientação para o Mercado , Gestão das organizações