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Abstract
Hiring a service is a moment of great importance once it builds the perception of the service value and quality. Some companies may deal with that, assuming a greater importance when elaborating their service contracts. Usually law professional people elaborate these documents, but this may include legal attributes, not considering the service to the customers, as well as the customers’ point of view. In times of increasing on customer focus, market and service orientation, a question can be posted: to what extent company contracts show service or customer orientation? This paper compares the service orientation degree for Cable TV contracts from five companies, based on a theoretical model developed to this purpose. From a conceptual model for servant contract, four dimensions were assessed: physical aspects, reasonableness, intelligibility and customer focus. After subject evaluation by eight judges, analyzing the validation index (CVI), it was found that the contracts show moderate orientation to serve. Furthermore, results show that the five surveyed company’s contracts showed a similar overall performance, i.e., none stood out over the other. The study presents important practical efficacy, because it can guide the Cable TV companies to adopt improvement strategies in elaboration of contracts, so that the contractual instruments be would reviewed of clauses that promote the sensation of better service to their customer. Thus, this article directs the manager to the aspect that deserves more attention, i.e, which dimensions require further refinement and direction to serve
Highlights
With service sector great evolution in many countries all over the world, a global change in focus of service provision has been noticed in last years, considering the competitiveness in the market and the need for the survival of the companies through periods of economic crisis
This research presents a conceptual model for service oriented contracts characterization, and has, as major objective, to evaluate the existence and identify the level of serving orientation in adhesion contracts offered by Cable TV companies operating in a determined region
The analysis consisted of evaluation of each adhesion contract, in total of five, by eight law professionals, named judges
Summary
With service sector great evolution in many countries all over the world, a global change in focus of service provision has been noticed in last years, considering the competitiveness in the market and the need for the survival of the companies through periods of economic crisis. According to Kotler (2013), surviving companies will be those that understand target markets’ needs and expectations, and, so, stand more capable than others to ensure customer satisfaction. Business contracts tend to include, more and more, clauses which put customers in a dependent condition. Contracts carry on customers’ duties in a greater proportion than their rights. This issue keeps relation with the use of the sense for serving (NÓBREGA, 2010). The author points two different attitudes for a company: to serve versus to be served
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