Caracterización del marketing interno en la empresa Contecsa S.A.S.

The objective of the present investigation was to characterize the internal marketing in the company Contecsa S.A.S, understanding the importance of this concept when motivating and committing the collaborators with the development of their functions, the achievement of the organizational objectives and the promotion of good practices in each work environment. Thanks to this process, it is possible to satisfy the needs of the internal client and reduce staff turnover. The research was carried out from a case study, with a descriptive type of research; the design used was non-experimental - cross-sectional. The sample consisted of 40 employees directly linked to the company Contecsa, and 3 managers also linked to the company, in order to complement the results of the study. The survey was used as a data collection technique, applying an instrument made up of 24 items on a Likert-type ordinal scale. The questionnaire was divided into three sections that were the antecedents, dimensions and consequences of internal marketing, this responding to the specific objectives of the project. The results of the investigation showed that the company Contecsa is oriented to its internal market, the employees showed significant results for the dimensions of internal communication and empowerment, but the results for the dimensions of training and reward systems were not similar, which showed tendencies toward negative appraisals. Regarding the consequences of internal marketing, the results for the three consequences were similar, tending to positive results, it should be noted that in internal customer satisfaction and motivation for work performance, slight proportions were found in negative evaluations.

• Autores: Jiménez Acuña, Natalia de Jesús
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2022
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/9585
• Acceso en línea: https://hdl.handle.net/11323/9585; https://repositorio.cuc.edu.co/
• Palabra clave: Consequences of internal marketing; Dimensions of internal marketing; Internal marketing; Internal market orientation; Consecuencias del marketing interno; Dimensiones del marketing interno; Marketing interno; Orientación al mercado interno
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)