Endomarketing no Instituto Federal do Amapá : a influência do endomarketing e da comunicação interna na cultura organizacional

Abstract

This research paper aims to identify endomarketing as a satisfaction strategy for service provider employees, that is, which actions are used within the organization to seek internal customer satisfaction. With the use of internal marketing strategies within companies, it is possible to verify how the company has been developing the relationship with its employees, as well as their commitment. For this to have a positive effect, the organization, on the other hand, needs to demonstrate to employees that they are fundamental and therefore, by carrying out this exchange, they can feel more motivated and committed to the organization. With that, the relationship between organization and institution is important to reach more customers and make them feel happier in the institution. As part of the methodology, a qualitative and descriptive exploratory research was used, through the application of a structured questionnaire that is based on the integration and communication of the participants of the outsourced companies. It is concluded that, in relation to the objectives proposed by the study, it was noted that the measured points met what was expected in the research: it was identified that there is an association between endomarketing actions and job satisfaction. In this context, it was found that the practices adopted by the companies providing services to the IFAP have significant indices linked to employee satisfaction and that these índices are related to the actions developed.