Trabalho de Conclusão de Curso de Graduação
Endomarketing como estratégia organizacional: um estudo em uma instituição financeira
Fecha
2021-02-04Autor
Birck, Ana Luísa
Institución
Resumen
In face of a market each time more demanding and competitive, the companies are
having to reinvent themselves at each moment, because the search for consumer
satisfaction is a constant concern where even the internal consumer becomes as
important as the external one. This research aims to analyze the perception of the
collaborators of one of the 14 agencies of the financial institution as to the practice of
Endomarketing in the organization and its applicability in order to propose actions
that can benefit the collaborators and the company, as well as the relationship
among them. This research was initially carried out by a bibliographic study, where it
was approached about Organizational Strategy, Marketing, and Endomarketing.
Later, the field research was carried out with 12 collaborators, among them
management, administrative and business collaborators, with a quali-quantitative
approach as a result of the research methods, and the results were presented in
table and graphic forms for better understanding. The data collection carried out
through a questionnaire showed that the participating employees have a high level of
education and also a longer company time, thus being more aligned with their
principles and values. Points to be taken into consideration are the integration of the
new collaborator in terms of functions, the recognition of the collaborator's skills and
the assignment of activities according to them. Few are the collaborators that do not
have knowledge of the term Endomarketing and of its importance for the
organization, therefore it is possible to be perceived the existence of the valorization
of the collaborator as part of a whole.