Resumo

BUITRAGO BETANCUR, OLGA ROCÍO  e  VALENCIA AGUDELO, GERMÁN DARÍO. The role of loyalty in the construction of social networks: a proposal for the social management of public household utility companies.. estud.gerenc. [online]. 2007, vol.23, n.104, pp.27-46. ISSN 0123-5923.

This article discusses and reviews the concept of loyalty as a mechanism to improve the relationship between users and public household utility companies. In addition to the introduction and the conclusions, this article consists of 3 sections. The first section deals with Albert Hirschman´s model "Exit, voice and loyalty" with an emphasis on the latter. The second presents an application of the model to household utilities in Colombia and shows the developments and regressions in the relationship between users and companies after the 1990 reform. The third section links the concept of loyalty with the construction of social networks as a proposal for improving the relationship between companies and citizen-customers.

Palavras-chave : Public household utilities; loyalty; social management; social networks; company-customer relationship.

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