Análisis de la existencia de una cultura de la escucha organizacional, desde los directivos en el sector multitiendas en Chile
DOI:
https://doi.org/10.26441/RC20.1-2021-A4Palabras clave:
comercio minorista, escucha organizacional, comunicación estratégica, cultura de escuchaResumen
La comunicación en las organizaciones se torna cada día más compleja dado que la realidad de las empresas adquiere una fisonomía, que exige de ellas una mayor responsabilidad, al mismo tiempo que una gestión más eficiente y comprometida con los públicos con los que interactúa y una relación con ellos que tiene un carácter más permanente.
Es en este entendido que la escucha organizacional se torna como un intangible necesario de trabajar en ellas, ya que se requiere entender de mejor modo y de forma más directa cuáles son los requerimientos de los públicos con los que interactúan, generar vínculos y adaptarse, lo que se constituye como una dimensión importante de la gestión de las compañías.
El propósito de este estudio es conocer las percepciones de ejecutivos acerca de si se está realizando procesos de escucha organizacional en el sector retail en Chile y si se ha adoptado una cultura que propicie la ejecución de ella. Con este fin se entrevista directivos que trabajan en las áreas de marketing, comunicaciones y dirección de personas, se realizan cuestionarios y análisis de documentos oficiales con el fin de conocer el estado de la cuestión y si la escucha efectiva tiene consecuencias positivas para las organizaciones
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Borner, M & Zerfass, A. (2018). The Power of Listening in Corporate Communications: Theoretical Foundations of Corporate Listening as a Strategic Mode of Communication. Public Relations and the Power of Creativity (Advances in Public Relations and Communication Management. Vol 3). Emerald Publishing Limited. 3-22. https://doi.org/10.1108/S2398-391420180000003001
Botan, C.H., & Taylor, M. (2004). Publics relations: State of the field. Journal of Communication, 54(4), 645–661. https//doi.org/ 10.1111/j.1460-2466.2004.tb02649.x
Brownell, J. (2008). Exploring the strategic ground for listening and organizational effectiveness. Scandinavian Journal of Hospitality and Tourism, 8(3), 211-229. https://doi.org/10.1080/ 15022250802305295
Bryman, A. (2012). Social Research Methods. Oxford University Press.
Burgos Romero, C. (2018). La Responsabilidad Social o sostenibilidad: un enfoque desde el entorno y la comunicación. RETOS. Revista de Ciencias de la Administración y Economía, 8(16), 47-59.
Burnside-Lawry, J. (2012). Listening and participatory communication: A model to assess organization listening competency. International Journal of Listening, 26(2), 102-121. https://doi.org/10.1080/10904018.2012.678092
Bussey, N. (2010). Dialogue as a basis for stakeholder engagement: Defining and measuring the core competencies. In R.L Heath (Ed.), The SAGE Handbook of Public relations 127-144, Sage.
Claro, C. (2019). La escucha organizacional: una propuesta conceptual. Anagramas Rumbos y Sentidos de la Comunicación, 17(34), 239-253. https://doi.org/10.22395/angr.v17n34a12
Corbetta, P. (2007). Metodología y Técnicas de Investigación Social. Mc Graw Hill.
Denzin, N. K., & Lincoln, Y. S. (1994) Introduction: Entering the Field of Qualitative Research en Denzin, N. K., Lincoln (eds.) Handbook of Qualitative Research. California: Sage.
Falkheimer, J., & Heide, M. (2018). Strategic Communication: an introduction. Routledge.
Flynn, J., Valikoski, T. R., & Grau, J. (2008). Listening in the business context: Reviewing the state of research. The International. Journal of Listening, 22(2), 141-151. https://doi.org/10.1080/10904010802174800
Gilchrist, J. A., & Van Hoeven, S. A. (2012). Listening as an organizational construct. International Listening Association. Journal, 8(1), 6-30. https://doi.org/10.1080/10904018.1994.10499129
Gremler, D. D., & Gwinner, K. P. (2008). Rapport-building behaviors used by retail employees. Journal of Retailing, 84(3), 308-324. https://doi.org/10.1016/j.jretai.2008.07.001
Gutiérrez-García E; Recalde, M. &, & Piñera-Camacho, A. (2015). Reinventing the wheel? A comparative overview of the concept of dialogue. Public Relations review, 41, 744–753.
Gutiérrez-García, E. (2010). Dimensión comunicativa del buen gobierno empresarial. Revista Empresa y Humanismo, XIII(2/10), 149–182. https://doi.org/10.1016/j.pubrev.2015.06.006
Grunig, J., & Hunt, T. (1984). Managing public relations. Harcourt Brace Jovanovich College Publishers.
Heath, R. L., Pearce, W. B., Shotter, J., Taylor, J. R., Kersten, A., Zorn, T., Deetz, S. (2006). The process of dialogue. Management Communication Quartely. 19(3), 341–375. https://doi.org/10.1177/0893318905282208
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. Mc Graw Hill.
Hoyt, J., & Gerloff, E. A. (1999). Organizational environment, changing economic conditions, and the effective supervision of technical personnel: A management challenge. The Journal of High Technology Management Research, 10(2), 275-293. https://doi.org/10.1016/S1047-8310(99)00014-0
Hunt, G. T., & Cusella, L. P. (1983). A field study of listening needs in organizations. Communication Education, 32(4), 393-401. https://doi.org/10.1080/03634528309378560
Itani, O. S., Goad, E. A., & Jaramillo, F. (2019). Building customer relationships while achieving sales performance results: Is listening the holy grail of sales? Journal of Business Research, 102, 120-130.
Janakiraman, N., Bullemore, J., Valenzuela-Fernández, L., & Jaramillo, J. F. (2019). Listening and perseverance–two sides to a coin in quality evaluations. Journal of Consumer Marketing.
Johnston, M. K., Reed, K., & Lawrence, K. (2011). Team listening environment (TLE) scale: Development and validation. Journal of Business Communication, 48, 3–26. https://doi.org/10.1177/0021943610385655
Journée, R., & Weber, M. (2017). Co-creation of experiences in retail: Opportunity to innovate in retail business. In Managing Complexity, 391-404, Springer, Cham.
Macnamara, J. (2020). Embracing evaluation theory to overcome “stasis”: Informing standards, impact and methodology. Corporate Communications: An International Journal, 25(2), 339-354.
Macnamara, J. (2019). Explicating listening in organization-public communication: Theory, practices, technologies. International Journal of Communication.
Macnamara, J. (2016). Organizational listening. The Missing Essential in Public Communication. Peter Lang Publishing.
Macnamara, J. (2015). Creating an ‘architecture of listening’ in organizations: The basis of engagement, trust, healthy democracy, social equity, and business sustainability. Sydney, NSW, University of Technology.
Macnamara, J. (2014). Organizational listening: A vital missing element in public communication and the public sphere. Asia Pacific Public Relations Journal, 15(1), 89-108.
Moreno, Á., Khalil, N., & Gómez, M. D. P. (2018). La escucha organizacional como estrategia de comunicación. Análisis de su gestión en España/The organizational listening as a communication strategy. Analysis of its management in Spain. Revista internacional de relaciones públicas, 8(15), 197-214.
Palmatiere, R., Rajiv P.D, Dhruv G & Kenneth E. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing. 70 (October), 136–153.
Palmatiere, R. (2008). Relationship Marketing. Cambridge, Massachusetts: Marketing Science Institute.
Portales, J. C., & Alcaíno, J. C. (2018). El rol del Big data como herramienta de comunicación estratégica y construcción de reputación en Chile. Revista ComHumanitas, 9(2), 66-84.
Purdy, M. W., & Manning, L. M. (2015). Listening in the multicultural workplace: A dialogue of theory and practice. International Journal of Listening, 29(1), 1-11. https://doi.org/10.1080/10904018.2014.942492
Randall, D. (2020) The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness, International Journal of Listening,34(3), 156-177. http:// 10.1080/10904018.2018.1482747
Rojas, G. (2017). Entre la conversación y el diálogo: algunos aspectos para la escucha. Enunciación, 22(2), 189-201.
Romero-Rodríguez, L. M., & Castillo-Abdul, B. (2019). Comunicación para la motivación. Claves de la asertividad y del trabajo en equipo en las organizaciones. R. Ravina-Ripoll, LB Tobar Pesántez y E. Nuñez Barriopedro (Coords.), Happiness Management and Creativity in the XXI Century. Intangible capitals as a source of innovation, competitiveness and sustainable development, 41-54.
Schein, E. (2010). Organizational culture and leadership (4rd ed.). Jossey-Bass.
Schein, E. (1993). On dialogue, culture, and organizational learning. Organizational dynamics, 22(2), 40-51. https://doi.org/10.1016/0090-2616(93)90052-3
Schein, E. (1992). Organizational culture and leadership. Jossey-Bass.
Strandberg, L. (2010). El compromiso con los grupos de interés. Cuadernos de la Cátedra “la Caixa” de Responsabilidad Social de la Empresa y Gobierno Corporativo (N°10), 14-17.
Susanne, T. & Ellerup, A. (2011). Strategic stakeholder dialogues: a discursive perspective on relationship building. Corporate Communications: An International Journal, Vol. 16 No. 3, 204-217. https://doi.org/10.1108/13563281111156871
Taylor M & Kent, M. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384–398. https://doi.org/10.1080/1062726X.2014.956106
Theunissen, P. &, & Noordin, W. (2012). Revisiting the concept “dialogue” in public relations. Public Relations review, 38(1), 5–13. https://doi.org/10.1016/j.pubrev.2011.09.006
Trenholm, S., & Jensen, A. (2008). Interpersonal communication. Oxford University Press.
Welch, S. A., & Mickelson, W. T. (2013). A listening competence comparison of working professionals. International Journal of Listening, 27(2), 85-99. https://doi.org/10.1080/10904018.2013.783344
Worthington, D., & Fitch-Hauser, M. (2018). Listening Processes, Functions, and Competency. Routledge.
Yang, S & Kang, M. (2015). A Study on Dialogic Communication, Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC). Journal of Public Relations Research, 27, 175–192. https://doi.org/10.1080/1062726X.2015.1007998
Villagra N; López B & Monfort A. (2015). La gestión de intangibles y la marca corporativa: ¿ha cambiado algo en la relación entre las empresas y la sociedad? Revista Latina de Comunicación Social, 70, 793–812. https://doi.org/ 10.4185/RLCS-2015-1072
Banco Mundial. (2020). Comercio de Mercaderías (% del PIB). https://datos.bancomundial.org/indicador/TG.VAL.TOTL.GD.ZS
Barbour, J. B. (2017). Listening and Organizing. The International Encyclopedia of Organizational Communication, 1-5. https://doi.org/10.1002/9781118955567.wbieoc126
Borner, M & Zerfass, A. (2018). The Power of Listening in Corporate Communications: Theoretical Foundations of Corporate Listening as a Strategic Mode of Communication. Public Relations and the Power of Creativity (Advances in Public Relations and Communication Management. Vol 3). Emerald Publishing Limited. 3-22. https://doi.org/10.1108/S2398-391420180000003001
Botan, C.H., & Taylor, M. (2004). Publics relations: State of the field. Journal of Communication, 54(4), 645–661. https//doi.org/ 10.1111/j.1460-2466.2004.tb02649.x
Brownell, J. (2008). Exploring the strategic ground for listening and organizational effectiveness. Scandinavian Journal of Hospitality and Tourism, 8(3), 211-229. https://doi.org/10.1080/ 15022250802305295
Bryman, A. (2012). Social Research Methods. Oxford University Press.
Burgos Romero, C. (2018). La Responsabilidad Social o sostenibilidad: un enfoque desde el entorno y la comunicación. RETOS. Revista de Ciencias de la Administración y Economía, 8(16), 47-59.
Burnside-Lawry, J. (2012). Listening and participatory communication: A model to assess organization listening competency. International Journal of Listening, 26(2), 102-121. https://doi.org/10.1080/10904018.2012.678092
Bussey, N. (2010). Dialogue as a basis for stakeholder engagement: Defining and measuring the core competencies. In R.L Heath (Ed.), The SAGE Handbook of Public relations 127-144, Sage.
Claro, C. (2019). La escucha organizacional: una propuesta conceptual. Anagramas Rumbos y Sentidos de la Comunicación, 17(34), 239-253. https://doi.org/10.22395/angr.v17n34a12
Corbetta, P. (2007). Metodología y Técnicas de Investigación Social. Mc Graw Hill.
Denzin, N. K., & Lincoln, Y. S. (1994) Introduction: Entering the Field of Qualitative Research en Denzin, N. K., Lincoln (eds.) Handbook of Qualitative Research. California: Sage.
Falkheimer, J., & Heide, M. (2018). Strategic Communication: an introduction. Routledge.
Flynn, J., Valikoski, T. R., & Grau, J. (2008). Listening in the business context: Reviewing the state of research. The International. Journal of Listening, 22(2), 141-151. https://doi.org/10.1080/10904010802174800
Gilchrist, J. A., & Van Hoeven, S. A. (2012). Listening as an organizational construct. International Listening Association. Journal, 8(1), 6-30. https://doi.org/10.1080/10904018.1994.10499129
Gremler, D. D., & Gwinner, K. P. (2008). Rapport-building behaviors used by retail employees. Journal of Retailing, 84(3), 308-324. https://doi.org/10.1016/j.jretai.2008.07.001
Gutiérrez-García E; Recalde, M. &, & Piñera-Camacho, A. (2015). Reinventing the wheel? A comparative overview of the concept of dialogue. Public Relations review, 41, 744–753.
Gutiérrez-García, E. (2010). Dimensión comunicativa del buen gobierno empresarial. Revista Empresa y Humanismo, XIII(2/10), 149–182. https://doi.org/10.1016/j.pubrev.2015.06.006
Grunig, J., & Hunt, T. (1984). Managing public relations. Harcourt Brace Jovanovich College Publishers.
Heath, R. L., Pearce, W. B., Shotter, J., Taylor, J. R., Kersten, A., Zorn, T., Deetz, S. (2006). The process of dialogue. Management Communication Quartely. 19(3), 341–375. https://doi.org/10.1177/0893318905282208
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. Mc Graw Hill.
Hoyt, J., & Gerloff, E. A. (1999). Organizational environment, changing economic conditions, and the effective supervision of technical personnel: A management challenge. The Journal of High Technology Management Research, 10(2), 275-293. https://doi.org/10.1016/S1047-8310(99)00014-0
Hunt, G. T., & Cusella, L. P. (1983). A field study of listening needs in organizations. Communication Education, 32(4), 393-401. https://doi.org/10.1080/03634528309378560
Itani, O. S., Goad, E. A., & Jaramillo, F. (2019). Building customer relationships while achieving sales performance results: Is listening the holy grail of sales? Journal of Business Research, 102, 120-130.
Janakiraman, N., Bullemore, J., Valenzuela-Fernández, L., & Jaramillo, J. F. (2019). Listening and perseverance–two sides to a coin in quality evaluations. Journal of Consumer Marketing.
Johnston, M. K., Reed, K., & Lawrence, K. (2011). Team listening environment (TLE) scale: Development and validation. Journal of Business Communication, 48, 3–26. https://doi.org/10.1177/0021943610385655
Journée, R., & Weber, M. (2017). Co-creation of experiences in retail: Opportunity to innovate in retail business. In Managing Complexity, 391-404, Springer, Cham.
Macnamara, J. (2020). Embracing evaluation theory to overcome “stasis”: Informing standards, impact and methodology. Corporate Communications: An International Journal, 25(2), 339-354.
Macnamara, J. (2019). Explicating listening in organization-public communication: Theory, practices, technologies. International Journal of Communication.
Macnamara, J. (2016). Organizational listening. The Missing Essential in Public Communication. Peter Lang Publishing.
Macnamara, J. (2015). Creating an ‘architecture of listening’ in organizations: The basis of engagement, trust, healthy democracy, social equity, and business sustainability. Sydney, NSW, University of Technology.
Macnamara, J. (2014). Organizational listening: A vital missing element in public communication and the public sphere. Asia Pacific Public Relations Journal, 15(1), 89-108.
Moreno, Á., Khalil, N., & Gómez, M. D. P. (2018). La escucha organizacional como estrategia de comunicación. Análisis de su gestión en España/The organizational listening as a communication strategy. Analysis of its management in Spain. Revista internacional de relaciones públicas, 8(15), 197-214.
Palmatiere, R., Rajiv P.D, Dhruv G & Kenneth E. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing. 70 (October), 136–153.
Palmatiere, R. (2008). Relationship Marketing. Cambridge, Massachusetts: Marketing Science Institute.
Portales, J. C., & Alcaíno, J. C. (2018). El rol del Big data como herramienta de comunicación estratégica y construcción de reputación en Chile. Revista ComHumanitas, 9(2), 66-84.
Purdy, M. W., & Manning, L. M. (2015). Listening in the multicultural workplace: A dialogue of theory and practice. International Journal of Listening, 29(1), 1-11. https://doi.org/10.1080/10904018.2014.942492
Randall, D. (2020) The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness, International Journal of Listening,34(3), 156-177. http:// 10.1080/10904018.2018.1482747
Rojas, G. (2017). Entre la conversación y el diálogo: algunos aspectos para la escucha. Enunciación, 22(2), 189-201.
Romero-Rodríguez, L. M., & Castillo-Abdul, B. (2019). Comunicación para la motivación. Claves de la asertividad y del trabajo en equipo en las organizaciones. R. Ravina-Ripoll, LB Tobar Pesántez y E. Nuñez Barriopedro (Coords.), Happiness Management and Creativity in the XXI Century. Intangible capitals as a source of innovation, competitiveness and sustainable development, 41-54.
Schein, E. (2010). Organizational culture and leadership (4rd ed.). Jossey-Bass.
Schein, E. (1993). On dialogue, culture, and organizational learning. Organizational dynamics, 22(2), 40-51. https://doi.org/10.1016/0090-2616(93)90052-3
Schein, E. (1992). Organizational culture and leadership. Jossey-Bass.
Strandberg, L. (2010). El compromiso con los grupos de interés. Cuadernos de la Cátedra “la Caixa” de Responsabilidad Social de la Empresa y Gobierno Corporativo (N°10), 14-17.
Susanne, T. & Ellerup, A. (2011). Strategic stakeholder dialogues: a discursive perspective on relationship building. Corporate Communications: An International Journal, Vol. 16 No. 3, 204-217. https://doi.org/10.1108/13563281111156871
Taylor M & Kent, M. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384–398. https://doi.org/10.1080/1062726X.2014.956106
Theunissen, P. &, & Noordin, W. (2012). Revisiting the concept “dialogue” in public relations. Public Relations review, 38(1), 5–13. https://doi.org/10.1016/j.pubrev.2011.09.006
Trenholm, S., & Jensen, A. (2008). Interpersonal communication. Oxford University Press.
Welch, S. A., & Mickelson, W. T. (2013). A listening competence comparison of working professionals. International Journal of Listening, 27(2), 85-99. https://doi.org/10.1080/10904018.2013.783344
Worthington, D., & Fitch-Hauser, M. (2018). Listening Processes, Functions, and Competency. Routledge.
Yang, S & Kang, M. (2015). A Study on Dialogic Communication, Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC). Journal of Public Relations Research, 27, 175–192. https://doi.org/10.1080/1062726X.2015.1007998
Villagra N; López B & Monfort A. (2015). La gestión de intangibles y la marca corporativa: ¿ha cambiado algo en la relación entre las empresas y la sociedad? Revista Latina de Comunicación Social, 70, 793–812. https://doi.org/ 10.4185/RLCS-2015-1072
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