O desempenho dos representantes farmacêuticos sob a perspectiva de operações em serviços

Abstract

This study aims to evaluate the current status of the perfomance of the pharmaceutical industry sales representatives who work in the State of Goias. In the context of services, they play their role by transmitting the knowledge gained by their companies, related to research and development of its products to the physicians as a way to assist them in the decision making. The research strategy comprised two phases. The exploratory one detailed how marketing strategies are applied in providing services and how the pharmaceutical industry is structured to establish relationships and promote the exchange of information and knowledge with physicians. The descriptive phase involved the collection of qualitative and quantitative data from a sample of 218 sales representatives. Guided by the Services Administration and the Dynamics of Organizational Role Theories, this study also developed a theoretical model and working hypotheses that tested by the technique of Structural Equation Modeling (SEM) the relationship between the dimensions of productivity and quality of perfomance with the perceived control on the task, the support system of supervision, the role stressors and burnout tendencies of these employees. The results indicated the predominance of a working model characterized by high levels of stress and burnout, with the potential to strengthen the dysfunctional aspects of performance and thus interfere with the technical and functional dimensions of service encounter.