Gestão do processo de interações entre os clientes em empresas de coliving

Abstract

The survey is conducted in a context of growing relevance of the economic services sector in the global economic scenario, in which several business initiatives opt for a management strategy with Customer-Centered Processes. Thus, through the constant development of the service provision environment, this work addresses the Customer-to-Customer Interaction (CCI) as a way to contribute to advances in service management processes. The CCI study focuses on interactions that occur in encounters in service delivery environments designed to serve multiple customers simultaneously, in which CCI is seen as one of the central elements of the service, which needs to have its key factors (Drivers) managed. From the selection of a set of Drivers (CCI Facilitation Support; Environment, Opportunity, Motivation and Ability for CCI; and Perceived Similarities in CCI), this work proposes the CCI Drivers Interconnections Model (CCI-DI Model) as a tool that allows identifying the most significant relationships between the Drivers of the CCI process. The validation of the model took place in the environment of coliving (House of Multiple Occupancy - HMOs), which in recent years has shown a robust growth in demand and supply in large urban centers around the world, as one of the types of ventures within the evolving scenario of the shared economy. This housing service trend that is coliving can be understood in this work as an business covering individual (bedrooms) and collective (including areas for coworking) spaces intended to coexistence based on the ideology of shared resources and the exchange of experiences through the CCI. This environment proved to be a suitable field for the collection of data and information, which were collected through 177 questionnaires answered by residents and 8 semi-structured interviews conducted with the managers of the colivings from the research sample. The quantitative data analysis indicated that the direct action of managers is more significant on the CCI Environment Driver and the CCI Opportunity Driver, and these two indirectly affect the other CCI Drivers. The analysis of the information obtained in the interviews about management practices corroborates this fact, as a result of evidence that managers basically act on the same two Drivers. Additionally, an analysis of CCI's Importance-Performance Map (IPMA) indicates that in order to add more value to the interaction process between residents, an action plan for coliving managers should prioritize the Perceived Similarities Driver among customers. The proposition of categories for managers’ administrative actions allowed the analysis of operational and decision-making processes linked to CCI (by Administration sub-area) within the colivings, in association with the CCI Drivers that make up the CCI-DI Model, thus generating a series of managerial implications for colivings that are highlighted in the final considerations of this research work.