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- The use of online social networks in Higher Education and its influence on Job PerformancePublication . Carlos, Vera; Rodrigues, RicardoThere is plenty of evidence on a positive influence of social relationships on work-related attitudes and behaviors. Besides, online social networks (OSNs), made possible by Web 2.0, have become a global phenomenon and have a considerable impact on the way people communicate and interact with each other. Our purpose is to evaluate the effect of using OSNs on the worker's attitudes and behaviors, particularly in the context of Higher Education. In this sense, we used a questionnaire, to evaluate the attitudes of 157 faculty members. To assess the use of OSNs, we resorted to a dichotomous variable. After analyzing and discussing the results we conclude that the use of OSNs influences the worker's performance, but not Job satisfaction, Organizational commitment or extra-role performance. The relationships we propose in what concerns the worker's attitudes are all empirically proved. Lastly, we describe the study limitations and we suggest some perspectives for future research.
- Orientação para o mercado interno nas instituições de ensino superior: as suas inter-relações com outras variáveis organizacionaisPublication . Carlos, Vera Lúcia da Silva; Rodrigues, Ricardo José de Ascensão GouveiaActualmente, as organizações deparam-se com um ambiente de grande incerteza e cada vez mais se apercebem de que os trabalhadores são essenciais para actuar perante as mudanças que ocorrem a nível interno e externo. Nesta perspectiva, compreender quais as necessidades e desejos dos trabalhadores e como dar resposta a estes aspectos é fundamental. A presente investigação tem como principal objectivo analisar as relações existentes entre a prática do marketing interno, através da avaliação da orientação para o mercado interno, e a satisfação no trabalho, o compromisso organizacional, os comportamentos de cidadania organizacional e os traços de desempenho que se traduzem num desempenho elevado. Um outro objectivo consiste em averiguar as relações entre a satisfação no trabalho, o compromisso, os comportamentos de cidadania organizacional e o desempenho. Neste sentido, é proposto um modelo de investigação que descreve estas relações. Pretende-se, ainda, compreender se existe orientação para o mercado interno no ensino superior e qual o grau de exibição das restantes variáveis em estudo neste contexto específico. Os resultados revelam que existem relações directas e indirectas entre as variáveis em estudo, embora algumas não sejam significativas, portanto o modelo proposto tem fundamentação empírica. Especificamente em relação ao ensino superior, o compromisso, a satisfação e o desempenho dos docentes parecem ser moderados. No entanto, a exibição de comportamentos de cidadania é, em média, moderada a elevada. Os resultados sugerem que a orientação para o mercado interno nas instituições de ensino superior é baixa.
- The Use of Online Social Networks in Higher Education and Its Influence on Job PerformancePublication . Carlos, Vera; Rodrigues, Ricardo GouveiaThere is plenty of evidence on a positive influence of social relationships on work-related attitudes and behaviors. Besides, online social networks (OSNs), made possible by Web 2.0, have become a global phenomenon and have a considerable impact on the way people communicate and interact with each other. Our purpose is to evaluate the effect of using OSNs on the worker's attitudes and behaviors, particularly in the context of Higher Education. In this sense, we used a questionnaire, to evaluate the attitudes of 157 faculty members. To assess the use of OSNs, we resorted to a dichotomous variable. After analyzing and discussing the results we conclude that the use of OSNs influences the worker's performance, but not Job satisfaction, Organizational commitment or extra-role performance. The relationships we propose in what concerns the worker's attitudes are all empirically proved. Lastly, we describe the study limitations and we suggest some perspectives for future research.
- Internal market orientation and market orientation in higher education institutions: implications on workers' attitudes, behaviour and on internal service qualityPublication . Carlos, Vera Lúcia da Silva; Rodrigues, Ricardo José de Ascensão GouveiaHigher Education (HE) is facing increasing competition and pressure to use resources more effectively and efficiently and, thus, to deliver higher quality to the external customer. Therefore, Marketing and Human Resource (HR) practices are becoming critical in this context. An organizational orientation that accommodates both an internal and an external focus on an equal level is more effective in formulating strategic responses. Moreover, Internal service quality (ISQ), a critical component of Internal marketing, and work-related attitudes and behaviour also play an important role in delivering high quality to the external customer. In this sense, we intend to assess the level of Market orientation (MO), of Internal market orientation (IMO) and of ISQ in HE, measured according to the worker’s perception. Specifically, our sample includes the Lecturing staff, that has a better idea of how Higher Education Institutions (HEI) act towards the workers and the students. We also evaluate the Lecturing staff’s Motivation, Job satisfaction, Commitment and Performance. In order to do so, we develop and validate an instrument that measures Job performance, since, in our perception, there is a lack of relevant (available) scales to measure this variable. Furthermore, we study the relationships between MO, IMO, ISQ, and the worker’s job-related attitudes and behaviour. Considering the latter technological advances, which have brought new Marketing tools for organizations, we also evaluate if HEI use their Web sites as an effective Marketing tool and the impact of using Online social networks (OSN) on the worker’s attitudes and behaviour. We conclude that HEI, at least in the studied population, devalue both MO and IMO, although there is a higher focus on the external market. Moreover, MO positively influences IMO, and both concepts positively influence ISQ. We also found that MO positively influences the worker’s Motivation and that IMO and ISQ positively influence the worker’s Satisfaction. Furthermore, there is a positive relationship between Motivation and Satisfaction, Motivation and Commitment, Satisfaction and Commitment and Satisfaction and Performance. In what concerns Web-based Marketing tools, we found that the use of OSN to maintain contact with co-workers positively influences job-related attitudes and behaviour, so HEI should use OSN as an Internal marketing tool. On a general level, the several topics developed in this Thesis point out 1) the need of modifying Marketing practices in HE, including in what concerns the investment in and the use of Web 2.0 tools, 2) the need to develop HR practices that enhance the worker’s attitudes and behaviours, as well as 3) the need for integration of the Marketing and HR functions, in order to, ultimately, deliver high quality service, i.e. Education, satisfy the external customer and, thus, obtain competitive advantage, which is fundamental for this context nowadays.