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Abstract(s)
A reputação corporativa constitui-se atualmente como um dos ativos intangíveis muito importante para a organização de natureza pública ou privada. Hoje, não basta só ter uma reputação, mas é preciso ter uma reputação corporativa positiva e que ajuda as empresas a manterem-se à frente dos concorrentes.
Diante deste raciocínio, o principal objetivo do presente trabalho assenta em analisar a Reputação Corporativa da Câmara Municipal de Santa Cruz (CMSCZ), da ilha de Santiago, Cabo Verde, de acordo com a perceção de seus utentes, no período de 2020/2021, e também caraterizar o perfil dos utentes da CMSCZ, identificar quais são os atributos/itens de reputação mais importantes para os utentes, analisar as perceções dos utentes relativamente a uma Instituição Ideal e Atual, auscultar qual é a imagem da CMSCZ, bem como averiguar até que ponto os dados sociodemográficos dos inquiridos influenciam ou não na Reputação da CMSCZ. Para tal, foi aplicado um inquérito por questionário a 826 utentes tanto ao nível interno (funcionários), externos (utentes). A reputação foi medida através da Escala de Carácter Corporativo (ECC) desenvolvida por Davies, Chun, Silva e Roper (2001; 2004). Para dar resposta ao objetivo do estudo foram realizadas uma análise descritiva exploratória (medidas de dispersão e tendência central) e uma análise inferencial.
Assim, os principais resultados mostraram que a Reputação Corporativa da CMSCZ é positiva tanto numa perspetiva como uma Instituição Ideal como uma Instituição Atual. Foi possível verificar a existência de diferenças entre os itens da ECC numa Instituição Ideal e Atual, isto é, aquilo que os utentes desejariam que a Câmara fosse. É possível concluir também que a Reputação Corporativa da CMSCZ não depende dos dados sociodemográficos e pode concluir-se que os utentes inquiridos consideram a CMSCZ como uma câmara “na moda”, “trabalhadora”, “disponível para ajudar”, mas como sendo “controladora”, “elitista”, e “centrada nela própria”, e não sendo uma Câmara “snob”, “arrogante”.
Corporate reputation is currently one of the very important intangible assets for the organization of public or private nature. Today, it's not enough just to have a reputation, it´s also necessary to have a positive corporate reputation that helps companies stay ahead of competitors. Given this reasoning, the main objective of this work is to analyse the Corporate Reputation of the Municipality of Santa Cruz (CMSCZ), of the island of Santiago, Cape Verde, according to the perception of its users, in the period 2020/2021. Moreover to describe the profile of users of CMSCZ, identify what are the most important attributes/reputation items for users, analyse the perceptions of users regarding an Ideal and Present Institution, to listen to the image of CMSCZ, as well as to determine the extent to which the sociodemographic data of respondents influence or not the reputation of CMSCZ. To this end, a questionnaire survey was applied to 826 users both internally (employees), external (users). Reputation was measured through the Corporate Character Scale (ECC) developed by Davies, Chun, Silva and Roper (2001; 2004). To answer to the objective of the study, an exploratory descriptive analysis (dispersion measures and central tendency) and an inferential analysis were performed. Thus, the main results showed that CMSCZ Corporate Reputation is positive both from a perspective as an Ideal Institution and Present Institution. It was possible to verify the existence of differences between the items of the ECC in an Ideal and Present Institution, that is, what users would like the CMSCZ to be. It is also possible to conclude that CMSCZ Corporate Reputation does not depend on sociodemographic data, and it can be concluded that the users surveyed consider CMSCZ as a "trendy", "hardworking", "supportive", but as being "controlling", "elitist", and "inward-looking"; and not being a "snobby" and "arrogant".
Corporate reputation is currently one of the very important intangible assets for the organization of public or private nature. Today, it's not enough just to have a reputation, it´s also necessary to have a positive corporate reputation that helps companies stay ahead of competitors. Given this reasoning, the main objective of this work is to analyse the Corporate Reputation of the Municipality of Santa Cruz (CMSCZ), of the island of Santiago, Cape Verde, according to the perception of its users, in the period 2020/2021. Moreover to describe the profile of users of CMSCZ, identify what are the most important attributes/reputation items for users, analyse the perceptions of users regarding an Ideal and Present Institution, to listen to the image of CMSCZ, as well as to determine the extent to which the sociodemographic data of respondents influence or not the reputation of CMSCZ. To this end, a questionnaire survey was applied to 826 users both internally (employees), external (users). Reputation was measured through the Corporate Character Scale (ECC) developed by Davies, Chun, Silva and Roper (2001; 2004). To answer to the objective of the study, an exploratory descriptive analysis (dispersion measures and central tendency) and an inferential analysis were performed. Thus, the main results showed that CMSCZ Corporate Reputation is positive both from a perspective as an Ideal Institution and Present Institution. It was possible to verify the existence of differences between the items of the ECC in an Ideal and Present Institution, that is, what users would like the CMSCZ to be. It is also possible to conclude that CMSCZ Corporate Reputation does not depend on sociodemographic data, and it can be concluded that the users surveyed consider CMSCZ as a "trendy", "hardworking", "supportive", but as being "controlling", "elitist", and "inward-looking"; and not being a "snobby" and "arrogant".
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Mestrado APNOR
Keywords
Reputação corporativa Imagem Identidade Utente interno Utente externo