Loading...
Publication
Inovação de serviços e comunicação com o cliente nas gráficas do Oeste: Adição de valor aos Produtos Gráficos através da melhoria da informação e da inovação de serviços em algumas empresas da região Oeste.
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 68.08 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O contexto social actual, em que conceitos outrora distintos se confundem numa
imensidão de novas perspectivas em actualização permanente, em que as mudanças
ocorrem de uma forma tão rápida e, por vezes, incompreensível tornando evidente a
necessidade de construir empresas gráficas que utilizem a totalidade das suas
capacidades, levou-nos à realização desta investigação.
Assim sendo, pretendemos acima de tudo, contribuir para o conhecimento das
empresas gráficas comerciais no mundo actual.
Através desta investigação procurámos compreender de que forma podem as
técnicas de comunicação e serviços diferenciados contribuir para a satisfação e
fidelização dos clientes nas empresas gráficas comerciais.
Pretendeu-se, também, compreender a indústria gráfica da região Oeste
identificando os tipos de comunicação utilizados internamente e na relação
cliente/empresa.
Consideramos aspectos como a inovação, através da oferta de serviços
diferenciados que acrescem valor aos produtos gráficos, a interacção, permanente entre
o cliente e a gráfica, e a informação, dentro da gráfica entre os diversos sectores.
Para a fundamentação teórica abordámos alguns autores com trabalhos
realizados na área da comunicação, como Gardner, Wii, Newstrom e Davis ou Huete, e
das organizações, como Benko e MacFarlan , Weil e Broadbent ou Munoz-Seca e
Riverola e Braun e Duguid.
Desta forma partimos para o trabalho com a amostra definida, procurando
observar de que forma a comunicação e a oferta de serviços diferenciados afectavam os
elementos que pretendíamos observar (Inovação, Interacção e Informação).
Como forma de atingir os objectivos a que nos propusemos começamos por
definir comunicação e serviços diferenciados, estabelecendo pontes entre eles.
Recolhemos informação teórica, que considerámos essencial para uma
fundamentação estruturada e válida do estudo, procedemos, seguidamente, ao trabalho
em campo com os três grupos de participantes.
Definimos quais as ferramentas que considerámos essenciais para o
desenvolvimento da comunicação interna e externa, realizamos registos a cada visita e,
no final, efectuamos uma análise dos items observados.Esta dissertação encontra-se organizada quatro partes distintas, a fundamentação
teórica, a justificação da metodologia, a caracterização dos casos em estudo, e a
descrição das práticas. Na primeira parte incluímos informações relativas à
Comunicação e suas ferramentas, aos serviços diferenciados e de valor acrescentado e
aos elementos chave que trabalhamos durante o estudo. No capítulo seguinte intitulado
“Procedimentos Teórico-Metodológicos e Objecto de Estudo”, retratamos todo o
processo desenvolvido, assim como o justificativo para as escolhas realizadas. No
terceiro capítulo procuramos caracterizar a zona Oeste e as empresas gráficas onde se
desenvolve o estudo. A apresentação das práticas observa-se no capítulo seguinte. Por
fim apresentamos um capítulo em que se procederá à discussão dos resultados usando
como referência os pressupostos iniciais.
The current social context, in which concepts previously separated are mixed in a multitude of new possibilities in constant review, in which changes take place so quickly and sometimes incomprehensible, making clear the need to build graphic industries which use all their capabilities, led us to carry out this research. Therefore, above all, we want to contribute to the knowledge of commercial graphic industry in the world today. Through this investigation we sought to understand how communication technologies and differentiated services can contribute to customer satisfaction and loyalty in the commercial graphic industry. The intention was also to understand the western region’s graphic industry, identifying the communication types used internally and between company / client. We consider aspects such as innovation, by offering differentiated services that add value to graphic products, interaction, established between the customer and company, and information within the company among the various sectors. For the theoretical statement, some authors with works in the area of communication were approached, like Gardner, Wii, Newstrom and Davis or Huete, and organizations as Benko and MacFarlan, Weil and Broadbent or Munoz-Seca and Riverola and Braun and Duguid. Thus we started to work with a set sample, trying to observe how communication and services offer affects the observed elements (Innovation, Interaction and Information). To achieve the original ambition we start by defining communication and differentiated services, building up links between them. We collect theoretical information, which we considered essential and valid for the study, we preceded then to the field work with three groups. After defining what tools were consider essential for the development of internal and external communication, we record every visit and at last, we conducted an analysis of the observed items. This dissertation is organized into four distinct parts; the first part includes information related to communication and its tools, the Differentiated Services and Added Value and the key elements worked during the study. In the second chapter we exposed the developed process and the evidences for the made choices as well. In the third chapter we try to illustrate the west region and graphics industries where the study was developed. The practices presentation is demonstrated in the following chapter. Finally we present a chapter in which the results are discussed evoking the initial assumptions.
The current social context, in which concepts previously separated are mixed in a multitude of new possibilities in constant review, in which changes take place so quickly and sometimes incomprehensible, making clear the need to build graphic industries which use all their capabilities, led us to carry out this research. Therefore, above all, we want to contribute to the knowledge of commercial graphic industry in the world today. Through this investigation we sought to understand how communication technologies and differentiated services can contribute to customer satisfaction and loyalty in the commercial graphic industry. The intention was also to understand the western region’s graphic industry, identifying the communication types used internally and between company / client. We consider aspects such as innovation, by offering differentiated services that add value to graphic products, interaction, established between the customer and company, and information within the company among the various sectors. For the theoretical statement, some authors with works in the area of communication were approached, like Gardner, Wii, Newstrom and Davis or Huete, and organizations as Benko and MacFarlan, Weil and Broadbent or Munoz-Seca and Riverola and Braun and Duguid. Thus we started to work with a set sample, trying to observe how communication and services offer affects the observed elements (Innovation, Interaction and Information). To achieve the original ambition we start by defining communication and differentiated services, building up links between them. We collect theoretical information, which we considered essential and valid for the study, we preceded then to the field work with three groups. After defining what tools were consider essential for the development of internal and external communication, we record every visit and at last, we conducted an analysis of the observed items. This dissertation is organized into four distinct parts; the first part includes information related to communication and its tools, the Differentiated Services and Added Value and the key elements worked during the study. In the second chapter we exposed the developed process and the evidences for the made choices as well. In the third chapter we try to illustrate the west region and graphics industries where the study was developed. The practices presentation is demonstrated in the following chapter. Finally we present a chapter in which the results are discussed evoking the initial assumptions.
Description
Keywords
Indústria gráfica Informação Inovação Interacção