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TRAÇOS DE PERSONALIDADE DO EMPREGADO DE FRONTEIRA, VALOR PERCEBIDO E CONFIANÇA DO CLIENTE

K. Basso, Lélis Balestrin Espartel
Published 2011 · Philosophy

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A orientacao para o cliente, como um construto proveniente da orientacao para o mercado, tem sido alvo de diversos estudos. Porem, sao poucos ainda os estudos que fazem mencao a ligacao desse construto com a personalidade do individuo. Considerando que toda orientacao tenha um impacto, seja na performance da organizacao, seja no comportamento e percepcoes do cliente, este artigo, ao procurar evidenciar possiveis relacoes entre a orientacao para o cliente e a personalidade dos empregados de fronteira, por meio do Modelo Meta-teorico de Motivacao e Personalidade (Modelo 3M), faz uso da confi anca e do valor percebido como variaveis de resultado, que podem, por sua vez, ser mensuradas no individuo. O artigo encontrase estruturado de forma a gerar proposicoes que instiguem novos estudos academicos e praticos sobre a tematica, provendo maiores entendimentos para a disciplina de marketing estrategico e para a tomada de decisoes estrategicas de marketing, nas organizacoes.
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