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Advisor(s)
Abstract(s)
Atualmente vivemos em tempos de incerteza, devido à pandemia COVID-19, mas também
pelos efeitos da globalização que, levam a uma maior concorrência entre organizações e,
consequente incerteza e maior rotatividade de colaboradores nas organizações. É neste
paradigma que percebemos que é cada vez mais imprescindível a realização de uma
comunicação clara, eficiente e eficaz nas organizações levada a cabo pela área de
Comunicação Interna, de forma a se conseguir gerar e sustentar os níveis de confiança junto
dos colaboradores de cada organização.
A presente dissertação procura compreender quais os principais pilares da Comunicação
Interna no Pingo Doce, insígnia do Grupo Jerónimo Martins, e como é que esta afeta a
confiança dos colaboradores da área operacional para com a organização, tanto em tempos
de estabilidade organizacional como em tempos de incerteza.
Neste âmbito, a investigação foi conduzida através da aplicação de uma abordagem
metodológica mista. Mais precisamente, através de uma metodologia qualitativa para
apuramento dos dados exploratórios, com a realização de entrevistas exploratórias aos
departamentos de Recursos Humanos e Comunicação Interna de forma a se compreender os
principais pilares e desafios da comunicação interna, e também análises documentais aos
suportes do departamento utilizados pela organização para chegar aos seus colaboradores
operacionais. Ainda para o apuramento dos dados primários seguiu-se uma metodologia
quantitativa, através da aplicação de um inquérito por questionário junto dos colaboradores
operacionais do Pingo Doce para se conseguir apurar e compreender os níveis de confiança
gerados pela Comunicação Interna e seus suportes junto dos colaboradores da organização
em estudo.
Na presente dissertação foi possível concluir que a comunicação interna do Pingo Doce é
eficaz na geração de confiança mesmo em tempos de incerteza aos colaboradores
operacionais do Pingo Doce, ainda que consideradas melhorias que se esperam na perspetiva
dos colaboradores e em variáveis também determinantes também para a confiança.
We currently live in times of uncertainty, due to the COVID-19 pandemic, but also due to the effects of globalization, which lead to greater competition between organizations and, consequently, uncertainty and greater employee turnover in organizations. It is in this paradigm that we realize that it is increasingly essential to carry out clear, efficient and effective communication in organizations, carried out by the Internal Communication area, in order to generate and sustain levels of trust with the employees of each organization. This dissertation seeks to understand the main pillars of Internal Communication at Pingo Doce, a banner of the Jerónimo Martins Group, and how it affects the confidence of employees in the operational area towards the organization, both in times of organizational stability and in times of uncertainty. In this context, the investigation was conducted through the application of a mixed methodological approach. More precisely, through a qualitative methodology to gather exploratory data, with exploratory interviews to the Human Resources and Internal Communication departments in order to understand the main pillars and challenges of internal communication, and also document analysis of the department's media used by the organisation to reach its operational employees. In order to obtain primary data, a quantitative methodology was used, through the application of a questionnaire survey to the operational employees of Pingo Doce in order to ascertain and understand the levels of confidence generated by Internal Communication and its supports among the employees of the organisation under study. In this dissertation, it was possible to conclude that Pingo Doce's Internal Communication is effective in generating trust, even in times of uncertainty, among Pingo Doce's operational employees, even though improvements are considered to be expected in the perspective of employees and in variables that are also determinants of trust.
We currently live in times of uncertainty, due to the COVID-19 pandemic, but also due to the effects of globalization, which lead to greater competition between organizations and, consequently, uncertainty and greater employee turnover in organizations. It is in this paradigm that we realize that it is increasingly essential to carry out clear, efficient and effective communication in organizations, carried out by the Internal Communication area, in order to generate and sustain levels of trust with the employees of each organization. This dissertation seeks to understand the main pillars of Internal Communication at Pingo Doce, a banner of the Jerónimo Martins Group, and how it affects the confidence of employees in the operational area towards the organization, both in times of organizational stability and in times of uncertainty. In this context, the investigation was conducted through the application of a mixed methodological approach. More precisely, through a qualitative methodology to gather exploratory data, with exploratory interviews to the Human Resources and Internal Communication departments in order to understand the main pillars and challenges of internal communication, and also document analysis of the department's media used by the organisation to reach its operational employees. In order to obtain primary data, a quantitative methodology was used, through the application of a questionnaire survey to the operational employees of Pingo Doce in order to ascertain and understand the levels of confidence generated by Internal Communication and its supports among the employees of the organisation under study. In this dissertation, it was possible to conclude that Pingo Doce's Internal Communication is effective in generating trust, even in times of uncertainty, among Pingo Doce's operational employees, even though improvements are considered to be expected in the perspective of employees and in variables that are also determinants of trust.
Description
Keywords
Comunicação interna Confiança Organizações Pingo Doce Grupo Jerónimo Martins Internal communication Trust Organizations Jerónimo Martins