REPUTATION AND SOCIAL CAPITAL AS INFLUENCING FACTORS IN OPERATION OF A SUPERMARKET NETWORK

Abstract

The objective of this work was to characterize the influence of the reputation and social capital of associates/managers in the operation of a supermarket chain. The topic is relevant considering the increase of the network format in businesses and the need to deepen the knowledge of the factors present in the operation of groups. The research is qualitative and descriptive. The case of Delta Supermarket Chain (fictitious name) was investigated, and the subjects were the associates/managers. The data were collected through semi-structured interviews and analyzed using the content analysis technique, considering the narrative as the investigation unit. The results showed that the reputation variable is important for the relationship between associates and that the group participants do not want to relate to associates/managers or even companies that are perceived as having a bad reputation. The social capital built by the actors also presented itself as an important variable in the functionality of the network since it brings the actors together in values and actions. A limitation of the work is that it was not possible to establish a clear association between reputation and social capital, leaving open whether this association would have a multiplying effect on the optimal functionality of the network. The article contributes to the deepening of knowledge of the relevant factors of network functionality.

Keywords

• reputação
• capital social
• redes de empresas
• supermercados