Forskning har visat att det förekommer skillnader i bemötandet av kvinnor och män, men att det ofta sker omedvetet. Syftet med denna studie var att undersöka kommunala inspektörers genusmedvetenhet och könsdifferentiering i bemötandet av sina kunder. Genom intervjuer med fem inspektörer fann vi att deras allmänna kunskap och medvetenhet om genus var begränsad. Vi använde även observationer för att undersöka skillnader i inspektörernas bemötande av sina kunder beroende på kön. Resultatet visade att manliga kunder fick större uppmärksamhet, fler öppna frågor och mer beröm från inspektörerna än kvinnliga kunder. Ytterligare visade resultatet tendenser till underordning i mötet med manliga kunder och könsfördomar i bemötandet av kvinnliga kunder. I förhållande till inspektörernas begränsade kunskap och medvetenhet om genus drogs slutsatsen att ökad kunskap och medvetenhet om genus kan bidra till jämlikt och könsneutralt kundbemötande. / Research has shown that behaviors displaying gender differentiation do occur, yet often unconsciously. The purpose of our research was to study gender awareness, and gender differentiation, in the context of customer treatment. Through interviews with five municipal inspectors we found that the general knowledge of gender was limited. We also used observations in order to see occurrences of gender differentiation in the inspectors’ treatment of their customers. The results showed that male customers received more attention, open questions and compliments from the inspectors than female customers. Further the results showed signs of subordination in relation to male customers and gender bias toward female customers. In relation to the inspectors’ limited awareness the results concluded that increased knowledge and awareness of gender differentiation could result in more equal and gender-neutral behavior in their treatment of customers.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-09-26T10:05:03Z No. of bitstreams: 1 Fábia Auxiliadora Pereira de Mattos Spadoto.pdf: 2218826 bytes, checksum: a415bdaff1e7fdb74668b79bec80ba43 (MD5) / Made available in DSpace on 2018-09-26T10:05:03Z (GMT). No. of bitstreams: 1 Fábia Auxiliadora Pereira de Mattos Spadoto.pdf: 2218826 bytes, checksum: a415bdaff1e7fdb74668b79bec80ba43 (MD5) Previous issue date: 2018-07-19 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The supply chain management or value chain has always had its orientation aimed at generating more value for the final customer. A recurring phenomenon has been the reduction in the number of suppliers, as a consequence of economic changes in the market or even of a natural order, and which directly affects buyer-supplier relations: some companies are excluded from supply and others are preferred. Receiving preferential treatment in relation to other companies is a desire of many organizations, but there is the condition in this relationship, before supplier satisfaction occurs, and that is directly linked to the condition of being a preferred customer. The theoretical model addressed by Hüttinger et al. (2014) was used as the theoretical anchor in this study. This dissertation aimed to analyze the factors that induce suppliers to treat some customers more preferentially than others in B2B market relations and how this association between the determinants of customer attractiveness, supplier satisfaction and preferential customer status and its antecedents . The research in question was quantitative and descriptive. Data collection was done through an electronic survey with suppliers of direct materials from the same pharmaceutical industry in Brazil. The sample consisted of 84 participants, the instrument used was an online questionnaire already validated in Germany, which had its reliability of the new structuring measured with a Crombach Alfa of 0.967. Descriptive statistics, factorial analysis and regression were used as techniques. In the analysis of the determinants of preferential treatment to the customer, there are indications that customer attractiveness and supplier satisfaction were highlights in the perception of the suppliers researched. In the preferred customer status it was noticed that the suppliers have not yet given the customer the preferential customer status. It was possible to verify that growth opportunity, operational excellence, reliability and innovation potential are factors that induce suppliers to grant preferential treatment to the customer, which confirms that there were indications that the model suggested by Hüttinger et al. (2014) in much of it is compatible with the Brazilian sample / A gestão da cadeia de suprimentos ou cadeia de valor sempre teve a sua orientação voltada a gerar mais valor para o cliente final. Um fenômeno recorrente tem sido a redução do número de fornecedores, consequência de alterações econômicas no mercado ou mesmo de ordem natural e que afeta diretamente as relações comprador-fornecedor: algumas empresas são excluídas do fornecimento e outras são preferidas. Receber tratamento preferencial, em relação a outras empresas é um desejo de muitas organizações, mas há a condição nessa relação, de antes ocorrer a satisfação do fornecedor, e que está diretamente ligada à condição de ser um cliente preferencial. O modelo teórico abordado por Hüttinger et al., (2014) foi utilizado como âncora teórica neste estudo. Esta dissertação teve como objetivo analisar os fatores que induzem os fornecedores a tratarem alguns clientes mais preferencialmente do que outros em relações de mercado B2B e como se dá essa associação entre os determinantes atratividade do cliente, satisfação do fornecedor e status do cliente preferencial e seus antecedentes. A pesquisa em questão teve o enfoque quantitativo e descritivo. A coleta de dados foi por meio de uma “survey” eletrônica com fornecedores de materiais diretos de uma mesma indústria farmacêutica no Brasil. A amostra foi constituída de 84 participantes, o instrumento utilizado foi um questionário online já validado na Alemanha, que teve sua confiabilidade da nova estruturação mensurada com um Alfa de Crombach de 0,967. Foram utilizadas como técnicas a estatística descritiva, análise fatorial e regressão. Na análise dos determinantes do tratamento preferencial ao cliente, há indícios que atratividade do cliente e satisfação do fornecedor foram destaques na percepção dos fornecedores pesquisados. No status do cliente preferencial percebeu-se que os fornecedores ainda não concederam o status de cliente preferencial a esse cliente. Foi possível verificar que oportunidade de crescimento, excelência operativa, confiabilidade e potencial de inovação são fatores que induzem os fornecedores a concederem tratamento preferencial ao cliente, fato que corrobora que houve indicativos que o modelo sugerido por Hüttinger et al., (2014), em grande parte é compatível com a amostra brasileira

Studien syftar till att undersöka bemötandet av kunder på en kommunal bygglovsavdelning, ur ett genusperspektiv. Genom icke-deltagande observationer av den icke-verbala samt verbala kommunikationen analyserades bemötandet. Denna analys låg till grund för resultatet där gemensamma drag och skillnader i bemötandet av manliga och kvinnliga kunder redogörs för. Studiens resultat visar på många gemensamma drag i bygglovsmedarbetarnas bemötande av män och kvinnor. De skillnader som identifierats finns främst inom det verbala bemötandet. Det gjordes fler antaganden om de manliga kunderna och deras ärenden. I samtalen med de kvinnliga kunderna förklarades det mer om regelverk och lagstiftning än i samtalen med de manliga kunderna. Något som observerades mycket i både samtalen med de kvinnliga och manliga kunderna var förklaringar, tydlighet samt rekommendationer på tillvägagångssätt. Som en slutsats har fastslagits att ett fåtal skillnader finns i bemötandet av kvinnliga och manliga kunder, då de flesta kategorier och ageranden som mätts visar på ett likvärdigt bemötande. / The study aim to explore customer treatment at a building permit department from a gender perspective. By conducting non-participant observations of the non-verbal and verbal communication the customer treatment was analysed. The analysis worked as a foundation for the results where commonalities and differences in the treatment of female and male customers are described. The results tell of many commonalities in how the building permit employees treat their customers. The differences that was identified were mainly within the verbal communication. More assumptions were made about the male customers. More explanations about rules and regulations were made towards the female customers. Something that was observed plenty in most conversations, regardless of the customer’s gender, was explanations, clarifying and recommendations. As a conclusion a few differences in the treatment of female and male customers have been found but most categories speak of an equal treatment.