Fatores que afetam a percepção do colaborador sobre a orientação para o mercado de uma empresa do setor de tecnologia da informação

Abstract

Market orientation is the ability of an organization has to understand and satisfy their customers by identifying their needs and suitability of products and services offered. This capacity generates benefits like increased sales, profitability, turnover and employee satisfaction. The objective of this research was to identify with employees of an Information Technology company factors, in their perception, affect guidance for the enterprise market. A quantitative, descriptive, cross‐sectional survey, through questionnaires answered by 177 employees of a company in the sector, which were later analyzed data generated by multiple linear regression was performed. After analysis, it was found, in the opinion of employees, the company can achieve better market orientation to hear the concerns and customer complaints, conduct market research, maintain an adequate level of internal communication and develop products and services aligned with what the customer wants.