Strategic organizational dimensions that influence customer service

• DOI: 10.22533/at.ed.21622322071110

• Palavras-chave: attendance, organizational climate, worker behavior and physical evidence.

• Keywords: attendance, organizational climate, worker behavior and physical evidence.

• Abstract:

  In the article “Customer service as a decision-making factor in a Mozambican Telecommunication Company”, Chacha and Figueiras (2017), publish the thesis “Customer service as a driving factor of relationship marketing” of company “A” with its customers. The interest in this research stems from the fact that customer service has become a critical tool for customers to evaluate companies. In this research, service is studied from two dimensions: strategic and operational. Thus, the present article, also built from the thesis, proposes to determine the strategic dimension with the greatest influence on service. This objective goes beyond helping managers to optimize investment in customer service, as it benefits society by offering an adequate and humane approach, which constitutes a competitive advantage for the company. This is a mixed survey. For data collection, we opted for a standardized, self-completed questionnaire applied to a probabilistic sample of 232 elements, aided by an interview with focus group, applied to 186 participants, intentionally chosen, totaling 418 respondents. For data processing, triangulated multivariate statistics were used with the path analysis method and content analysis, respectively for quantitative and qualitative data. The organizational climate appears to be the strategic dimension that exerts the greatest influence on customer service, with association coefficients of 0.6217 and 0.8388, in both perspectives of the trajectory model.