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Abstract(s)
O uso das tecnologias digitais é indispensável nas atividades atuais de qualquer empresa. A orientação digital traduz-se na capacidade que uma organização possui para tirar proveito dos benefícios que as tecnologias digitais disponibilizam na execução das suas atividades, nomeadamente na relação das empresas com os seus Stackeholders. Neste sentido, o principal objetivo da presente investigação consiste em avaliar o impacto da orientação digital na capacidade relacional e, consequentemente, na performance venda e não venda das empresas. Além disso, visa estudar o efeito mediador da capacidade relacional da empresa na ligação entre a orientação digital com o desempenho vendas e o desempenho não vendas da empresa.
Para isso, desenvolveu-se uma revisão da literatura que permitiu construir um modelo conceptual e as respetivas hipóteses. De seguida, aplicou-se um estudo empírico quantitativo, com recurso a um questionário, endereçado aos departamentos de marketing e/ou diretores de vendas de várias empresas, de modo a obter uma amostra mais objetiva da população. Os programas estatísticos utilizados neste estudo para a análise dos dados foram o SPSS 24.0 e AMOS-SEM 20.0, que ajudaram a validar o modelo conceptual e a testar as hipóteses.
Os resultados obtidos permitiram concluir que a orientação digital de uma empresa tem efeitos positivos na sua capacidade relacional com os seus públicos, e consequentemente influencia de forma positiva a sua performance venda e não venda. Além disso, os resultados revelam também o efeito mediador da capacidade relacional da empresa, na ligação entre a orientação digital com o desempenho vendas e o desempenho não vendas da empresa. Por fim, este trabalho apresenta um estudo complementar que analisou o grau de utilização dos canais digitais pelas empresas inquiridas.
O presente estudo é um dos primeiros esforços que analisa o papel da orientação digital na capacidade relacional e na performance de uma empresa.
The use of digital technologies is indispensable in the current activities of any company. Digital orientation translates into the ability of an organization to take advantage of the benefits that digital technologies provide in the execution of its activities, namely in the relationship between companies and their Stackeholders. In this sense, the main objective of the present investigation is to evaluate the impact of digital orientation on the relational capacity and, consequently, on the sale and non-sale performance of companies. In addition, it aims to study the mediating effect of the company's relational capacity in the connection between digital orientation with sales performance and the company's non-sales performance. Therefore, a literature review was developed that allowed the construction of a conceptual model and the respective hypotheses. Then, a quantitative empirical study was applied, using a questionnaire, addressed to the marketing departments and / or sales directors of several companies, in order to obtain a more objective sample of the population. The statistical programs used in this study for data analysis were SPSS 24.0 and AMOS-SEM 20.0, which helped to validate the conceptual model and test the hypotheses. The results obtained allowed us to conclude that a company's digital orientation has positive effects on its relational capacity with its audiences, and consequently positively influences its sales and non-sales performance. In addition, the results also reveal the mediating effect of the company's relational capacity, in the connection between digital orientation with the sales performance and the company's non-sales performance. Finally, this work presents a complementary study that analyzed the degree of use of digital channels by the surveyed companies. The present study is one of the first efforts that analyzes the role of digital orientation in a company's relational capacity and performance.
The use of digital technologies is indispensable in the current activities of any company. Digital orientation translates into the ability of an organization to take advantage of the benefits that digital technologies provide in the execution of its activities, namely in the relationship between companies and their Stackeholders. In this sense, the main objective of the present investigation is to evaluate the impact of digital orientation on the relational capacity and, consequently, on the sale and non-sale performance of companies. In addition, it aims to study the mediating effect of the company's relational capacity in the connection between digital orientation with sales performance and the company's non-sales performance. Therefore, a literature review was developed that allowed the construction of a conceptual model and the respective hypotheses. Then, a quantitative empirical study was applied, using a questionnaire, addressed to the marketing departments and / or sales directors of several companies, in order to obtain a more objective sample of the population. The statistical programs used in this study for data analysis were SPSS 24.0 and AMOS-SEM 20.0, which helped to validate the conceptual model and test the hypotheses. The results obtained allowed us to conclude that a company's digital orientation has positive effects on its relational capacity with its audiences, and consequently positively influences its sales and non-sales performance. In addition, the results also reveal the mediating effect of the company's relational capacity, in the connection between digital orientation with the sales performance and the company's non-sales performance. Finally, this work presents a complementary study that analyzed the degree of use of digital channels by the surveyed companies. The present study is one of the first efforts that analyzes the role of digital orientation in a company's relational capacity and performance.
Description
Keywords
Marketing digital Orientação digital Performance organizacional Reputação Competitividade Capacidade relacional Digital marketing Competitivity Digital orientation Reputation Organizational performance Relational capacity