Organizational listening and its implementation in the Chilean multi-store sector

Abstract

The following article addresses how organizational listening is being carried out in five Chilean retail institutions. Through a methodological analysis that combines a mixed character through semi-structured interviews with the application of questionnaires and document analysis, it attempts to establish whether and how customers and collaborators of these companies are being listened to. The above is done under the perspective of the importance of its development under the concept of institutional communication. With this objective in mind, we adapted the listening architecture model, proposed by Macnamara, and we seek to verify whether its elements are present in the Chilean reality of the multi-store sector in Chile. These are listening culture, listening policies, listening policies, resources, processes, technology, skills, and if these are adequately articulated. The findings help to understand the role and importance of organizational listening in the institutions for their best performance.