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imagem corporativa das estruturas residenciais para pessoas idosas na perspetiva da população com mais de 65 anos
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O presente estudo teve como objetivo principal compreender a imagem corporativa das Estruturas Residenciais para Pessoas Idosas (ERPI) na perspetiva da população com 65 ou mais anos, na região Norte de Portugal, especificamente no Concelho de Braga, local com mais concentração de ERPI, em Portugal e com 19% da população com idade acima dos 65 anos. Uma das justificações para a realização desta investigação é o acréscimo do envelhecimento demográfico em Portugal, sendo importante compreender como estas ERPI são percebidas por potenciais residentes, com o contexto de uma população que envelhece a um ritmo acelerado, onde há a existência de mais idosos do que jovens (até 24 anos), sendo 185,6 idosos por cada 100 jovens (INE, 2023). Neste contexto, a imagem corporativa é importante para a perceção dos indivíduos, pois apresenta as impressões, as emoções que uma pessoa tem na sua mente ao ouvir a palavra ou organização, tornando-se assim um ativo estratégico crucial para a sustentabilidade social e económica destas estruturas.
A metodologia do estudo adotou uma abordagem quantitativa, de caráter descritivo e exploratório, recorrendo a um questionário aplicado a uma amostra de 200 idosos residentes no Concelho de Braga. O instrumento de recolha de dados incluiu a Escala de Caráter Corporativo (ECC) de Davies et al. (2004), que permitiu avaliar a perceção da instituição atual e da instituição ideal através de sete dimensões: Concordância, Empreendedorismo, Competência, Elegância, Severidade, Informalidade e Machismo.
Os resultados revelam uma perceção globalmente positiva das ERPI atuais, destacando-se as dimensões da concordância e da competência. Contudo, a comparação com o perfil da "instituição ideal" evidenciou expetativas mais elevadas, particularmente nas dimensões de empreendedorismo e elegância. A investigação permitiu ainda concluir que a experiência de residência numa ERPI influencia a perceção, sendo que os residentes avaliam mais positivamente algumas dimensões, e que existe uma forte correlação entre todas as dimensões da ECC e a imagem corporativa global.
Conclui-se assim que, embora a imagem atual seja favorável, existe uma clara oportunidade para as ERPI melhorarem o seu posicionamento no mercado. Com base nestes resultados, propõem-se propostas estratégias de marketing e comunicação focadas no reforço da inovação, na valorização estética das instalações e na comunicação proativa dos seus atributos de confiança e competência. Deste modo, o estudo fornece recomendações aplicáveis que permitem a estas instituições não só fortaleçam a sua reputação e atratividade, mas também se adaptem de forma mais eficaz às expetativas de uma população idosa cada vez mais diversificada.
The present study aimed to understand the corporate image of Residential Structures for the Elderly (ERPI) from the perspective of the population aged 65 or over, in the Northern region of Portugal, specifically in the Municipality of Braga. This location has the highest concentration of ERPIs in Portugal, and 19% of its population is aged 65 or older. One of the justifications for this research is the increasing demographic ageing in Portugal. It is important to understand how these ERPIs are perceived by potential residents, within the context of a population that is aging at an accelerated rate, where there are more elderly people than young people (up to 24 years old), with a ratio of 185.6 elderly people for every 100 young people (INE, 2023). Corporate image is important for individuals' perception, as it represents the impressions and emotions a person has in their mind upon hearing the name of an organisation. It becomes a crucial strategic asset for the social and economic sustainability of these structures. The study methodology adopted a quantitative, descriptive, and exploratory approach, using a questionnaire applied to a sample of 200 elderly residents in the municipality of Braga. The data collection instrument included the Corporate Character Scale (CCS) by Davies et al. (2004), which allowed the assessment of the perception of the current institution and the ideal institution through seven dimensions: Agreeableness, Enterprise, Competence, Chic, Ruthlessness, Informality, and Machismo. The results reveal a globally positive perception of current ERPI, with the dimensions of Agreeableness and Competence standing out. However, the comparison with the profile of the "ideal institution" revealed higher expectations, particularly in the dimensions of Enterprise and Chic. The research also concluded that the experience of residing in an ERPI influences perception, as residents evaluate some dimensions more positively, and that there is a strong correlation between all CCS dimensions and the overall corporate image. It is concluded that, although the current image is favourable, there is a clear opportunity for ERPI to improve their market positioning. Based on these results, marketing and communication strategies are proposed, focused on reinforcing innovation, enhancing the aesthetic value of the facilities, and proactively communicating their attributes of trust and competence. Thus, the study provides a practical roadmap for these institutions not only to strengthen their reputation and attractiveness but also to adapt more effectively to the expectations of an increasingly diverse elderly population.
The present study aimed to understand the corporate image of Residential Structures for the Elderly (ERPI) from the perspective of the population aged 65 or over, in the Northern region of Portugal, specifically in the Municipality of Braga. This location has the highest concentration of ERPIs in Portugal, and 19% of its population is aged 65 or older. One of the justifications for this research is the increasing demographic ageing in Portugal. It is important to understand how these ERPIs are perceived by potential residents, within the context of a population that is aging at an accelerated rate, where there are more elderly people than young people (up to 24 years old), with a ratio of 185.6 elderly people for every 100 young people (INE, 2023). Corporate image is important for individuals' perception, as it represents the impressions and emotions a person has in their mind upon hearing the name of an organisation. It becomes a crucial strategic asset for the social and economic sustainability of these structures. The study methodology adopted a quantitative, descriptive, and exploratory approach, using a questionnaire applied to a sample of 200 elderly residents in the municipality of Braga. The data collection instrument included the Corporate Character Scale (CCS) by Davies et al. (2004), which allowed the assessment of the perception of the current institution and the ideal institution through seven dimensions: Agreeableness, Enterprise, Competence, Chic, Ruthlessness, Informality, and Machismo. The results reveal a globally positive perception of current ERPI, with the dimensions of Agreeableness and Competence standing out. However, the comparison with the profile of the "ideal institution" revealed higher expectations, particularly in the dimensions of Enterprise and Chic. The research also concluded that the experience of residing in an ERPI influences perception, as residents evaluate some dimensions more positively, and that there is a strong correlation between all CCS dimensions and the overall corporate image. It is concluded that, although the current image is favourable, there is a clear opportunity for ERPI to improve their market positioning. Based on these results, marketing and communication strategies are proposed, focused on reinforcing innovation, enhancing the aesthetic value of the facilities, and proactively communicating their attributes of trust and competence. Thus, the study provides a practical roadmap for these institutions not only to strengthen their reputation and attractiveness but also to adapt more effectively to the expectations of an increasingly diverse elderly population.
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Idosos ERPI Imagem corporativa Marketing