Organizācijas kultūras ietekme uz klientu apkalpošanu un organizācijas reputāciju ēdināšanas pakalpojumu nozarē
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Date
2020
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Maģistra darba tēma ir “Organizācijas kultūras ietekme uz klientu apkalpošanu un organizācijas reputāciju ēdināšanas pakalpojumu nozarē”.
Šobrīd arvien vairāk uzņēmumu sāk interesēties par organizācijas kultūru, tomēr vienlaikus savu aktualitāti nav zaudējis arī jautājums par organizācijas reputāciju un tās veidošanu. Turklāt arvien biežāk tiek norādīts, ka organizācijas reputācijas veidošanā liela nozīme ir arī iekšējiem procesiem uzņēmumā, līdz ar to var uzskatīt, ka arī organizācijas kultūrai ir būtiska nozīme reputācijas veidošanā. Savukārt ēdināšanas pakalpojumu nozare sabiedrisko attiecību kontekstā ir diezgan maz pētīta.
Maģistra darba mērķis ir izpētīt un novērtēt, kā organizācijas kultūra ietekmē klientu apkalpošanu un organizācijas reputāciju ēdināšanas pakalpojumu nozares uzņēmumos Latvijā, kuri pēdējo piecu gadu laikā ir piedzīvojuši reputācijas krīzi.
Galvenais pētāmais jautājums ir – kā organizācijas kultūra ietekmē klientu apkalpošanu un organizācijas reputāciju ēdināšanas pakalpojumu nozares uzņēmumos Latvijā, kuri pēdējo piecu gadu laikā ir piedzīvojuši reputācijas krīzi?
Pētījums par organizāciju kultūru balstīts Kima Kamerona un Roberta Kvina konkurējošo vērtību teorijā savukārt organizācijas reputācija aplūkota pamatojoties uz Reputācijas institūta radīto RepTrack®System modeli.
Pētījuma dizains tika veidots kā gadījuma analīze, kurā izmantota jauktā metodoloģija – gan kvalitatīvas, gan kvantitatīvas datu vākšanas un analīzes metodes. Izmantotās pētījuma metodes ir: dokumentu analīze, daļēji strukturētas intervijas, uzņēmumu darbinieku un klientu aptaujas ar anketēšanas palīdzību.
Pētījuma rezultātos redzama saistība starp to kāda un cik spēcīga ir organizācijas kultūra un to kā tā ietekmē klientu apkalpošanu un ēdināšanas pakalpojumu nozares uzņēmumu reputācijas novērtējumu – jo spēcīgāka ir organizācijas kultūra, jo mazāka ir krīžu ietekme uz uzņēmuma reputāciju.
Maģistra darba apjoms ir 87 lappuses. Darbā izmantoti 73 literatūras avoti un darbam pievienoti 18 pielikumi. Par veikto pētījumu izdarīti 11 secinājumi un izvirzīti 10 priekšlikumi.
The title of the master’s thesis is “The Impact of Organizational Culture on Customer Service and the Organization's Reputation in the Catering Industry”. Nowadays more and more companies are showing interest in organizations' culture, however, at the same time topicality hasn’t lost organizations' reputation and its formation. Besides, more and more often it is indicated, that big meaning in formation of an organization's reputation is companies’ inner processes, therefore it is valid to assume that organizations' culture has essential meaning in formation of reputation. Nevertheless, the catering service industry in context with public relations is studied quite a little. The purpose of the master’s thesis is to study and evaluate how organizations' culture affects customer service and organizations' reputation in the catering service industry’s companies in Latvia that had experienced reputation crises in the last five years. The main research issue is – how organizations' culture affects customer service and organizations' reputation in catering service industry’s companies in Latvia that had experienced reputation crises in the last five years? Research about organization culture is based on Kim S. Cameron and Robert E. Quinn Competing Values Framework theory and the organization's reputation is viewed based on the Institute of Reputations created RepTrack®System model. The research design was created as a case study analysis in which was used mixed methodology – both qualitative and quantitative data collection and analysis methods. Used research methods are - document analysis, semi-structured interviews, companies’ employees, and customer surveys through questionnaires. The results of the study show a relationship between what kind and how strong the organizational culture is and how it affects customer service and the reputation of companies in the catering industry. The master thesis consists of 87 pages. In thesis 73 literature sources have been used and it has 18 annexes. 11 conclusions have been drawn from the study and 10 proposals have been put forward.
The title of the master’s thesis is “The Impact of Organizational Culture on Customer Service and the Organization's Reputation in the Catering Industry”. Nowadays more and more companies are showing interest in organizations' culture, however, at the same time topicality hasn’t lost organizations' reputation and its formation. Besides, more and more often it is indicated, that big meaning in formation of an organization's reputation is companies’ inner processes, therefore it is valid to assume that organizations' culture has essential meaning in formation of reputation. Nevertheless, the catering service industry in context with public relations is studied quite a little. The purpose of the master’s thesis is to study and evaluate how organizations' culture affects customer service and organizations' reputation in the catering service industry’s companies in Latvia that had experienced reputation crises in the last five years. The main research issue is – how organizations' culture affects customer service and organizations' reputation in catering service industry’s companies in Latvia that had experienced reputation crises in the last five years? Research about organization culture is based on Kim S. Cameron and Robert E. Quinn Competing Values Framework theory and the organization's reputation is viewed based on the Institute of Reputations created RepTrack®System model. The research design was created as a case study analysis in which was used mixed methodology – both qualitative and quantitative data collection and analysis methods. Used research methods are - document analysis, semi-structured interviews, companies’ employees, and customer surveys through questionnaires. The results of the study show a relationship between what kind and how strong the organizational culture is and how it affects customer service and the reputation of companies in the catering industry. The master thesis consists of 87 pages. In thesis 73 literature sources have been used and it has 18 annexes. 11 conclusions have been drawn from the study and 10 proposals have been put forward.
Description
Stratēģiskā un sabiedrisko attiecību vadība
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
organizācijas kultūra, klientu apkalpošana, reputācija, krīžu vadība, organizational culture, customer service, reputation, crisis management