Endomarketing y clima organizacional en concesionarios de la ciudad de Barranquilla

Business competition is more arduous every day, which is why companies need to prepare to face new challenges. For this reason, the purpose of the study is to diagnose the Endomarketing strategies that are used within the dealerships of Barranquilla. Pistemologically, this study belongs to a quantitative, descriptive, non-experimental paradigm, with a cross-sectional and field design. The information was collected by implementing a survey, with an ordinal scale Likert-type questionnaire, which was reviewed by specialists in the subject. Reliability was defined through Cronbach's alpha method, reaching a reliable result of 0.92. The tool was applied to four dealers in the city of Barranquilla. The results revealed poor compliance of the process with the Endomarketig strategies that are used internally. To preserve a healthy Organizational Climate. This situation hinders the efficiency and effectiveness of organizational processes. Therefore, it is suggested that strategies be implemented that allow the development of effective processes that achieve the proposed objectives and achieve a competitive advantage that is sustained in a long term period.

• Autores: Viloria Estarita, Karina; Chams Anturi, Odette
• 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:11323/9915
• Acceso en línea: https://hdl.handle.net/11323/9915; https://repositorio.cuc.edu.co/
• Palabra clave: Endomarketing; Organizational climate; Internal client; Strategies; Clima organizacional; Cliente interno; Estrategias
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)