“Mais que imagem, percepção”. Um estudo sobre o customer-based reputation (CBR) no setor de telefonia móvel
Keywords:
Reputação corporativa baseada no cliente, Telefonia móvel, Brasil Reputation Index 2016, Site Reclame AquiAbstract
The article aimed to evaluate the perception of the mobile phone user about the reputation of the largest companies operating in Brazil, based on Walsh and Beatty’s (2007) multidimensional Customer-based reputation (CBR) model. To map customer perceptions of corporate reputation, a desk survey was conducted from the 2016 Brazil Reputation Pulse report, which pointed to the telecommunications segment with the worst corporate reputation index based on customer perceptions across 23 industries. searched. A content analysis was also performed on the Reclame Aqui website to identify and typify complaints from telephone service users. The study concludes with a survey, which measured the perception of mobile phone consumers about the attributes of CBR. It is believed that the consumer’s image of the rational and emotional dimensions of corporate reputation is decisive in the process of acquisition of goods and that this process derives from a good relationship with the company. The results also indicate that companies planning their customer communications tend to create a favorable image and manage their reputation more assertively and closer to the consumer.
References
Almeida, A.L.C. (2005) A influência da identidade projetada na reputação organizacional. 2005. 361f. Tese (Doutorado em Administração) Faculdade de Ciências Econômicas – Universidade Federal de Minas Gerais, Belo Horizonte.
Balmer, J.M.T & Greyser, S. (2006) Corporate Marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, Emerald, v. 40, n. 7/8, p. 730-741.
Barnett, M.L., Jermier J.M. & Lafferty B.A. (2006) “Corporate Reputation: The Definitional Landscape”. Corporate Reputation Review, forthcoming.
Braun, E., Eshuis, J., Klijn, E. & Zenker, S. (2018) Improving place reputation: Do an open place brand process and an identity - image match pay off? Cities, v. 80, p. 22-28, Bromley, D. B.(1993) Reputation, Image and Impression Management. John Wiley & Sons Ltd. England, 300p.
Carrieri, A. P.; Rodrigues, S. B. (2001) As transformações nas significações culturais em uma empresa de telecomunicações: de empresa pública a filial privada. In: Encontro Nacional de Programas de Pós-Graduação em Administração, Anais. Campinas: Anpad.
Conte, R.; Paolucci, M. (2002) Reputation in Artificials Societies: Social Beliefs for Social Order. Kluwer Academic Publishers. 228p.
Davies, G., Chun, R., Da Silva, R. V., e Roper, S. (2002) Corporate Reputation and Competitiveness. UK: Routledge.
Efron, B.; E Tibshirani, R. J. (1993) An Introduction to the Bootstrap. Chapman & Hall.
Fascioni, L. (2010) DNA Empresarial: Identidade Corporativa como referência estratégica. São Paulo: Integrare Editora.
Flick, U. (2009) Introdução à pesquisa qualitativa (3a ed., J. E. Costa, Trad.). São Paulo: Artmed, 49 p.
Fombrun, C.; Foss, C. B. (2001) The Reputation Quotient, Part 1: Developing a Reputation Quotient. The Gauge, v. 14, n. 3.
Francesconi, A.; Dossena, C. (2012) Is an organization for online corporate reputation management. International Journal of E-Services and Mobile Applications. V.4, n. June, p.1.
Freeman, R.E. (1984) Strategic management: a stakeholder approach. Boston: Pitman Publishing, 243p.
Freitas, M. E. (1999) Cultura organizacional: identidade, sedução e carisma? São Paulo: FGV, 178p.
Freitas, M. E. (2000) Contexto social e imaginário organizacional moderno. Revista de Administração de Empresas. V. 2, pag. 6 -15.
Freitas, M. E. (2007) Cultura Organizacional: Evolução e Crítica. São Paulo: Pioneira Thomson Learning Ltda, 128 p.
Gardberg, N. A.; Fombrun, C. J. (2002) The Global Reputation Quotient Project: First Steps towards a Cross-Nationality Valid Measure of Corporate Reputation. Corporate Reputation Review, v. 4, n. 4, p. 303-307.
Gotsi, M.; Wilson, A. M. (2001) Corporate reputation: seeking a definition. Corporate Communications, Bradford, v. 6, n. 1, p. 24.
Hatch, M.J.; Schultz, M. (2000) Scaling the Tower of Babel: relational differences between identity, image and culture in organizations. In.: Hatch, M.J.; Schultz, M.; Larsen, M.H. The Expressive organization: linking identity, reputation and the corporate brand. New York: Oxford University Express, p.11-35.
Henart, D.h. e Dacin, P.A. (2019) Reputation for product innovation: Its impact on consumers. Journal of Product Innovation Management, 27, 321-335.
Hendrikx, F.; Bubendorfer, K.; Chard, R. (2014) Reputation systems: a survey and taxonomy. Journal of Parallel and Distributed Computing, v. 75, p. 184–197.
Jacobi, P. (2003) Educação ambiental, cidadania e sustentabilidade. Cadernos de Pesquisa. São Paulo: Autores Associados, n. 118, p. 189-205.
Johann, S. L. (2004) Gestão da Cultura Corporativa: como as organizações de alto desempenho gerenciam sua cultura organizacional. Sao Paulo: Saraiva.
Kraemer, M. E. P. (2006) Avaliação da aprendizagem como construção do saber. 17 p.
Kaur, A.; Singh, B. (2018) Re-examining Reputation-Performance Liaison in Indian Context. Business Perspectives and Research, n.6, p. 1-13.
Kunsch, M.M.K. (2009) Comunicação Organizacional: linguagem, gestão e perspectivas. São Paulo: Saraiva, 360p.
Malhotra, N. K. (2006) Pesquisa de Marketing: uma orientação aplicada. 4ª. ed. São Paulo: Prentice Hall.
Manello, A.; Calabrese, G. (2018) The influence of reputation on supplier selection: An empirical study of the European automotive industry. Journal of Purchasing and Supply Management, Article in press.
Ponzi, L.J., Fombrun, C.J., Gardberg, N.A. (2011) RepTrack TM Pulse: Conceptualizing and Validating a Short-Form Measure of Corporate Reputation, Corporate Reputation Review, 14 (1), 15-35. Reputation institute. Disponível em: <http://www.reputationinstitute.com/> Acesso em: 20 de ago. 2016.
Rosa, M.(2011) A reputação sob a lógica do tempo real. Revista Organicom, v. 4, n. 7.
Shabbir, M. Q.; Khan, A. A.; Khan, S. R. (2017) Brand loyalty brand image and brand equity: the mediating role of brand awareness. International Journal of Innovation and Applied Studies, v. 19, n. 2, p. 416-423.
Silva, C. L. M.; Nogueira, E. E. S. (2000) Instituições, cultura e identidade organizacional: encontro de estudos organizacionais. Anais. Curitiba: ANPAD, 15 p.
Thevissen, F. (2002) Belgium: corporate reputation in the eye of the beholder. Corporate Reputation Review. London, v. 4, n. 4: 318-326.
Vilar, E. T. (2006) Imagem da Organização. Lisboa: Quimera Editores, Ltda. 124p.
Walsh, G.; Beatty, S. E. (2007) Customer based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, v. 35, p. 127-143.
Walsh, G.; Beatty, S. E.; Shiu, E. (2009a) The customer-based reputation scale: replication and short form. Journal of Business Research, 62(10):924-930.
Walsh, G.; Mitchell V-W; Jackson, P.; Beatty, S.E. (2009b) Examining the antecedents and consequences of corporate reputation: a customer perspective. British Journal of Management, 20: 187-203.
Wang, Y.; Lo, H.; Hui, Y.V. (2003) The antecedents of service quality and product quality and their influence on bank reputation: Evidence from the banking industry in China, Managing Service Quality, 13 (1), 72-83.
Wartick, S. L. (2002) Measuring Corporate Reputation – Definition and Data. Business & Society, v. 41, n. 4, p. 371-392.
Yasin, B. E Bozbay, Z. (2011) The Impact of Corporate Reputation on Customer Trust. In 16th International Conference on Corporate Marketing Communications CMC 2011 (pp.505-518). Athens.
