Coaching and Mentoring as a Tool for Internal Customer Focus: A Regional Study in Sao Paulo

Authors

  • Graziela Oste Graziano Unimep
  • Cristiano André Peixoto UNIMEP
  • Andrea Kassouf Pizzinatto UNIMEP
  • Dagmar Silva Pinto de Castro UNIMEP

DOI:

https://doi.org/10.5585/remark.v13i1.2663

Keywords:

Coaching, Mentoring, Internal marketing

Abstract

The research had as objective identifies the dimensions involved in the implementation of Coaching, for the manager's performance as manager close to your team, in real situation of work; the study includes the same investigation in relation to Mentoring, taking as study people's that work area of São Paulo focus. The data collected in the research they were collected through a questionnaire with open and closed subjects. The research showed as results of the pertinent subjects to the coaching and the mentoring that the great majority, or almost all had some training type, that happened in group, with the managers' presence just in the beginning and adding 8 hours, could end like this with that subject that in the researched respondents the work of the coaching is accomplished inside of the retail organizations. Concerning the mentoring, it can be concluded that she is inside present of the organization and it is represented by the leader. 

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Author Biographies

Graziela Oste Graziano, Unimep

Mestre em Administração pela Universidade Metodista de Piracicaba - UNIMEP; Doutoranda pelo Programa de Mestrado e Doutorado em Administração da Universidade Nove de Julho - UNINOVE; Professora do Mestrado em Administração da Unimep

Cristiano André Peixoto, UNIMEP

Mestrado em Administração 

Andrea Kassouf Pizzinatto, UNIMEP

Professora do Mestrado em Administração da Unimep

Dagmar Silva Pinto de Castro, UNIMEP

Professora do Mestrado em Administração da Unimep

Published

2014-04-14

How to Cite

Graziano, G. O., Peixoto, C. A., Pizzinatto, A. K., & Castro, D. S. P. de. (2014). Coaching and Mentoring as a Tool for Internal Customer Focus: A Regional Study in Sao Paulo. ReMark - Revista Brasileira De Marketing, 13(1), 47–59. https://doi.org/10.5585/remark.v13i1.2663