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Previous issue date: 2011-12-14 / The main objective of this dissertation is to understand the social representations that customers state officials with extensive relationship with Banrisul build on the care of the institution. In this context it is important to note that studies in Business Administration combine several areas of knowledge to create their own theories and this is the case of the theory of social representations has been used to understand the speech of people of common sense from a scientific supplyacademic. This paper follows this line, ie it seeks to discover, interpret and understand the performances, both from their meanings, and social practices arising. To do this, use as a research organization in the financial sector in Brazil: Banco do Estado do Rio Grande do Sul (Banrisul). This paper presents the following research question: what are the social representations that clients with extensive public official relationship with the institution about the elaborate care Banrisul? The method used to explore this issue and achieve goals is in a qualitative interpretative perspective, since this is a combination of several different philosophical perspectives and research techniques.The methodology for this research was the case study, since there are particular issues to be addressed both in relation to the institution studied, as well as the public target. Data collection was performed during interviews with public officials who are more than ten years, customers Banrisul. It was also used participant observation and document analysis to elucidate the company's strategy. The content analysis of interviews, participant observation and documents resulted in the development of three themes (i) bank money and the representations age (childhood, adolescence and adulthood) (ii) The Bank is the representation of their roles (pedagogical agent, part of the family and the bank service and especially the issue of queue time and friendliness) and (iii) the employees and the social representations of clients (the figure of authority, status, and the employee as a teacher) . The results of this research were organized by the quest for development of social representations of Banrisul and useful to understand more teaching these same representations. This analysis also speaks to themes of the movement's strategy Banrisul. This work may also contribute also indicating the occurrence of a dialogue between the representations found. This enhances communication between the representations of the various possibilities of analysis and may suggest other themes. / O principal objetivo desta disserta??o ? entender e interpretar as representa??es sociais que os clientes funcion?rios p?blicos estaduais com extensa rela??o com o Banrisul constroem sobre o atendimento da institui??o. Neste contexto ? importante ressaltar que os estudos em Administra??o conjugam diversas ?reas do saber para criar suas pr?prias teorias e este ? o caso da teoria das representa??es sociais que vem sendo utilizada, para compreender o discurso do senso comum das pessoas a partir de um aporte cient?fico-acad?mico. Esta disserta??o segue esta linha, ou seja, busca identificar, interpretar e compreender as representa??es, tanto a partir de seus significados, quanto das pr?ticas sociais decorrentes. Para isso, utilizar? como objeto de pesquisa uma organiza??o do setor financeiro do Brasil: o Banco do Estado do Rio Grande do Sul (Banrisul). Este trabalho apresenta a seguinte quest?o de pesquisa: quais s?o as representa??es sociais que os clientes funcion?rio p?blicos com extensa rela??o com a institui??o elaboram sobre o atendimento do Banrisul? O m?todo utilizado para explorar esta quest?o e atingir os objetivos ? o qualitativo sob uma perspectiva interpretativista, visto que esta ? uma conjun??o de diversas perspectivas filos?ficas e v?rias t?cnicas de pesquisa.A estrat?gia metodol?gica para a realiza??o desta pesquisa foi o estudo de caso, visto que h? quest?es particulares para serem abordadas tanto com rela??o ? institui??o estudada, tanto quanto ao p?blico alvo escolhido. A coleta de dados foi realizada durante entrevistas com funcion?rios p?blicos que s?o, h? mais de dez anos, clientes do Banrisul. Tamb?m foi utilizada a observa??o participante e a an?lise documental para elucidar a estrat?gia da empresa. A an?lise do conte?do das entrevistas, da observa??o participante e dos documentos resultou na elabora??o de tr?s eixos tem?ticos (i) banco, dinheiro e as representa??es et?rias, (inf?ncia, adolesc?ncia e vida adulta) (ii) o Banrisul e as representa??es de seus papeis (agente pedag?gico, fazendo parte da fam?lia e o banco e atendimento com destaque ? quest?o do tempo de fila e da cordialidade) e (iii) os funcion?rios e as representa??es sociais dos clientes (a figura de autoridade, o status, e o funcion?rio como professor). Os resultados da pesquisa foram organizados mediante esta busca do desenvolvimento das representa??es sociais do Banrisul e auxiliaram na compreens?o de forma mais did?tica destas mesmas representa??es. Esta an?lise por eixos tem?ticos tamb?m dialoga com os movimentos da estrat?gia do Banrisul. Este trabalho pode tamb?m contribuir tamb?m com a indica??o da ocorr?ncia de um di?logo entre as representa??es encontradas. Esta comunica??o entre as representa??es enriquece as v?rias possibilidades de an?lise e pode sugerir outros eixos tem?ticos.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5633 |
| Date | 14 December 2011 |
| Creators | Vieira, Carlos Roberto Santos |
| Contributors | Moron, Marie Anne Macadar |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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