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Abstract(s)
As organizações coexistem em mercados cada vez mais competitivos e voláteis e
respondem a exigências e necessidades de clientes mais exigentes. Apesar das crises, sejam
de saúde publica ou económicas, serem uma realidade cada vez mais presente nas
organizações, existem setores mais expostos. Nesta dissertação foi estudado um setor que é
muito intrínseco à vida de cada pessoa e que é essencial para o equilíbrio e manutenção das
economias dos países, o setor bancário. Sendo um setor que permanece presente no dia a
dia das pessoas durante um longo espaço de tempo e que assume um papel fulcral, as
organizações do setor devem procurar alinhar-se com as necessidades dos stakeholder e da
sociedade. Ligando estes dois elementos: uma atuação responsável e crise organizacional,
esta dissertação pretende entender de que forma a Responsabilidade Social e Corporativa e
a comunicação da mesma pode impactar o resultado de uma crise organizacional, mais
precisamente a fase de avaliação de uma crise. A fase de avaliação é essencial para o
desfecho da crise, uma vez que é o período em que são atribuídos o grau de
responsabilidade e gravidade. Estes elementos tem o potencial de maximizar ou minimizar
as reações afetivas e posteriormente, o desfecho da crise organizacional.
Para entender esta relação a dissertação partiu da questão de partida “Qual o impacto da
comunicação das estratégias de RSC, percebida pelos clientes do novobanco, na sua
resposta a uma crise organizacional?” e foi realizado um estudo de caso do novobanco com
elementos metodológicos qualitativos, para obter a perspetiva da organização em estudo, e
quantitativos, para obter a perspetiva do cliente. O banco escolhido para o estudo foi o
novobanco. Os resultados desta dissertação demonstraram que os clientes do novobanco
identificam as práticas de RSC do banco e sentem que são informados das mesmas, mas
poucos se sentem envolvidos no estabelecimento das mesmas. No que diz respeito à
relação em estudo, foi possível concluir que os clientes do novobanco que não se sentem
envolvidos no estabelecimento das estratégias de RSC e não reconhecem que estas estão
alinhadas com os seus valores, atribuem níveis de responsabilidade e gravidade superiores.
O estudo apresentado mostra a importância que o envolvimento dos clientes no
estabelecimento das estratégias RSC pode ter num período de crise.
Organisations coexist in increasingly competitive and volatile markets and respond to the demands and needs of more challenging customers. In a volatile environment, change and crises are a constant reality. Although public health or economic crises are increasingly present in organisations, some sectors are more exposed. In this dissertation, we studied an industry that is very intrinsic to every person's life and is essential for the balance and maintenance of the economies of countries, the banking sector. As a sector that remains in people's daily lives for a long time and assumes a central role, it must seek to align itself with the needs of stakeholders and society. Connecting these two elements: responsible action and organisational crisis, this dissertation aims to understand how Corporate Social Responsibility and its communication can impact the outcome of an organisational crisis, more precisely, the evaluation phase of a crisis. The evaluation phase is essential for the crisis outcome it is the period in which the degree of responsibility and severity are assigned. These elements have the potential to maximise or minimise affective reactions and, subsequently, the outcome of the organisational crisis. To understand this relationship, the dissertation started with the research question, "What is the impact of the communication of the CSR strategies, perceived by the customers of Novobanco, in its response to an organisational crisis?" a case study was performed with qualitative methodological elements, to obtain the perspective of the organisation under investigation, and quantitative, to get the customer's perspective. The bank chosen for the study was novobanco. The results of this dissertation showed that novobanco's customers identify the bank's CSR practices and feel that they are informed about them. Still, only some feel involved in establishing such procedures. Concerning the relationship under study, it was possible to conclude that novobanco customers who think they need to be more engaged in establishing CSR strategies and recognise that these are aligned with their values attribute higher levels of responsibility and severity. The case study shows the importance that the involvement of customers in establishing CSR strategies can have in a period of crisis.
Organisations coexist in increasingly competitive and volatile markets and respond to the demands and needs of more challenging customers. In a volatile environment, change and crises are a constant reality. Although public health or economic crises are increasingly present in organisations, some sectors are more exposed. In this dissertation, we studied an industry that is very intrinsic to every person's life and is essential for the balance and maintenance of the economies of countries, the banking sector. As a sector that remains in people's daily lives for a long time and assumes a central role, it must seek to align itself with the needs of stakeholders and society. Connecting these two elements: responsible action and organisational crisis, this dissertation aims to understand how Corporate Social Responsibility and its communication can impact the outcome of an organisational crisis, more precisely, the evaluation phase of a crisis. The evaluation phase is essential for the crisis outcome it is the period in which the degree of responsibility and severity are assigned. These elements have the potential to maximise or minimise affective reactions and, subsequently, the outcome of the organisational crisis. To understand this relationship, the dissertation started with the research question, "What is the impact of the communication of the CSR strategies, perceived by the customers of Novobanco, in its response to an organisational crisis?" a case study was performed with qualitative methodological elements, to obtain the perspective of the organisation under investigation, and quantitative, to get the customer's perspective. The bank chosen for the study was novobanco. The results of this dissertation showed that novobanco's customers identify the bank's CSR practices and feel that they are informed about them. Still, only some feel involved in establishing such procedures. Concerning the relationship under study, it was possible to conclude that novobanco customers who think they need to be more engaged in establishing CSR strategies and recognise that these are aligned with their values attribute higher levels of responsibility and severity. The case study shows the importance that the involvement of customers in establishing CSR strategies can have in a period of crisis.
Description
Keywords
Crise organizacional Responsabilidade Social e Corporativa Sustentabilidade Setor bancário Organizational crisis Corporate and Social Responsibility sustainability Banking sector