Estratégias de gestão de pessoas para melhorar o desempenho dos colaboradores com foco na satisfação e fidelização dos clientes: um estudo de caso em micro e pequenas empresas

Abstract

The study proposes to analyze the impact of human resource management strategies in micro and small businesses in São Luís, Maranhão, aiming to enhance employee development to increase customer satisfaction and loyalty. The research covers specific characteristics of these businesses, such as revenue and number of employees, and examines the adopted human resource management practices.The text contextualizes the importance of micro and small businesses in Brazil, mentioning the crucial role of SEBRAE and government initiatives to support them. The heterogeneity of these businesses and their contribution to employment and tax revenue are emphasized, along with the evolution of formalization over the years. The characterization of Micro and Small Enterprises (MSEs) is discussed based on criteria such as the number of employees and revenue, highlighting the lack of a unique definition. MDIC data indicates the significant presence of these businesses in Brazil, especially in the service and commerce sectors.The evolution of human resource management is addressed, from the Human Relations School to the information age. The importance of considering employees as strategic partners, recognizing their value in achieving organizational objectives, is emphasized. The text discusses recruitment and selection, highlighting the importance of bidirectional communication in attracting qualified candidates. Chiavenato emphasizes solid criteria and relevant information about the position as crucial for the selection process. The second part of the text focuses on employee training and development, highlighting its interdependence with human resource management objectives. Performance analysis is considered crucial, playing a strategic and continuous role in internal administration.Customer service is highlighted as crucial for organizational development, emphasizing the importance of service quality to gain customer loyalty. Customer satisfaction, often measured, contributes to loyalty as well as benefits such as lower price sensitivity and company recommendations.The research conducted in companies in São Luís, Maranhão, assessed customer satisfaction, revealing the need for attention to employee training. The results indicate that the human element in customer service is crucial for customer satisfaction, reinforcing the importance of team training and development.In conclusion, the research highlights the relevance of human interactions in customer loyalty and satisfaction in a scenario of critical consumers, emphasizing the responsibility of managers to attract, retain talents, and invest in training programs to build more skilled and engaged professionals.