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Publication
O impacto da cultura das organizações e do tipo de relacionamento buyer-seller na cooperação e satisfação do cliente no mercado B2B
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| 5.07 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No atual contexto de globalização, as transações entre organizações de diferentes países têm-se tornado cada vez mais frequentes, envolvendo culturas distintas que influenciam profundamente os relacionamentos e os resultados no âmbito do mercado business to business (B2B). Assim, este trabalho teve como objetivo investigar a influência das dimensões culturais na cooperação e na satisfação do cliente, bem como analisar o impacto dos diferentes tipos de relacionamento entre compradores e vendedores na satisfação do cliente.
A investigação adotou uma abordagem quantitativa, com recolha de dados realizada através de um questionário estruturado aplicado a uma amostra de conveniência constituída por 68 empresas vendedoras internacionais a operar no mercado B2B. A análise dos dados incluiu a utilização de estatísticas descritivas e inferenciais, complementada por um modelo de equações estruturais (PLS-SEM), que possibilitou a avaliação das relações complexas entre variáveis culturais e organizacionais.
Os resultados confirmaram algumas relações previstas na literatura, como o impacto positivo das culturas de alto contexto na satisfação do cliente e o efeito adverso da distância ao poder na cooperação. Contudo, outras hipóteses foram refutadas, designadamente a relação positiva esperada entre culturas de alto contexto e cooperação e a associação negativa entre indulgência e satisfação do cliente. Estes resultados sugerem que as práticas empresariais e as expectativas culturais estão em transformação, refletindo a complexidade das interações em contextos multiculturais.
Conclui-se que o presente estudo oferece contributos práticos significativos, ao evidenciar como as empresas podem ajustar as suas estratégias de relacionamento às especificidades culturais dos mercados internacionais, promovendo uma cooperação mais eficaz e uma maior retenção de clientes. Os resultados revelam-se igualmente relevantes para académicos interessados na interseção entre cultura e comportamento organizacional, contribuindo para o enriquecimento da base teórica e prática sobre os desafios e oportunidades nos contextos multiculturais do setor B2B.
In the current context of globalization, transactions between organizations from different countries have become increasingly frequent, involving distinct cultures that profoundly influence relationships and outcomes within the business-to-business (B2B) market. Accordingly, this study aimed to investigate the influence of cultural dimensions on cooperation and customer satisfaction, as well as to analyze the impact of different types of buyer-seller relationships on customer satisfaction. The research adopted a quantitative approach, with data collected through a structured questionnaire administered to a convenience sample consisting of 68 international selling companies operating in the B2B market. Data analysis included the use of descriptive and inferential statistics, complemented by a structural equation modeling approach (PLS-SEM), enabling the evaluation of complex relationships between cultural and organizational variables. The results confirmed some relationships anticipated in the literature, such as the positive impact of high-context cultures on customer satisfaction and the adverse effect of power distance on cooperation. However, other hypotheses were refuted, including the expected positive relationship between high-context cultures and cooperation, and the negative association between indulgence and customer satisfaction. These findings suggest that business practices and cultural expectations are evolving, reflecting the complexity of interactions in multicultural contexts. In conclusion, this study offers significant practical contributions by demonstrating how companies can adjust their relationship strategies to the cultural specificities of international markets, fostering more effective cooperation and greater customer retention. The findings are equally relevant for academics interested in the intersection of culture and organizational behavior, contributing to the enrichment of theoretical and practical knowledge about the challenges and opportunities in multicultural B2B environments.
In the current context of globalization, transactions between organizations from different countries have become increasingly frequent, involving distinct cultures that profoundly influence relationships and outcomes within the business-to-business (B2B) market. Accordingly, this study aimed to investigate the influence of cultural dimensions on cooperation and customer satisfaction, as well as to analyze the impact of different types of buyer-seller relationships on customer satisfaction. The research adopted a quantitative approach, with data collected through a structured questionnaire administered to a convenience sample consisting of 68 international selling companies operating in the B2B market. Data analysis included the use of descriptive and inferential statistics, complemented by a structural equation modeling approach (PLS-SEM), enabling the evaluation of complex relationships between cultural and organizational variables. The results confirmed some relationships anticipated in the literature, such as the positive impact of high-context cultures on customer satisfaction and the adverse effect of power distance on cooperation. However, other hypotheses were refuted, including the expected positive relationship between high-context cultures and cooperation, and the negative association between indulgence and customer satisfaction. These findings suggest that business practices and cultural expectations are evolving, reflecting the complexity of interactions in multicultural contexts. In conclusion, this study offers significant practical contributions by demonstrating how companies can adjust their relationship strategies to the cultural specificities of international markets, fostering more effective cooperation and greater customer retention. The findings are equally relevant for academics interested in the intersection of culture and organizational behavior, contributing to the enrichment of theoretical and practical knowledge about the challenges and opportunities in multicultural B2B environments.
Description
Keywords
Dimensões culturais Relacionamentos Buyer-Seller Mercado B2B Satisfação do cliente Cultural dimensions Buyer-seller relationships B2B market Customer satisfaction