Endomarketing como estratégia organizacional: um estudo em uma instituição financeira

Abstract

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.