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A relevância do Marketing Interno na satisfação e desempenho profissional
| Name: | Description: | Size: | Format: | |
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| 1.97 MB | Adobe PDF |
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Através da realização do meu estágio integrado no mestrado na empresa Odgers Berndtson, tive a perceção que as pessoas formavam grupos dentro do escritório, e que não havia muita comunicação entre esses mesmos grupos. A empresa passava por um processo de fusão e aquisição com outra empresa designada por Ray.BBDM. As minhas funções neste estágio para além de trabalhar muito nas redes sociais da empresa, também ajudei na preparação e implementação de atividades para os colaboradores, de forma a trabalhar um pouco o marketing interno e o envolvimento dos mesmos.
É com esta perceção que me vou focar para a elaboração do meu estudo, com o objetivo de perceber a relevância do marketing interno na satisfação e desempenho profissional. Para análise teremos como variáveis independentes: a visão comunicante, o desenvolvimento do pessoal e a recompensa do pessoal, variáveis que representam as práticas de marketing interno, depois como variável mediadora teremos a satisfação profissional e por fim, como variável dependente teremos o desempenho profissional, com o intuito de dar resposta à questão principal “Será que a satisfação poderá aumentar a relação das práticas de marketing interno com o desempenho profissional?”.
Este estudo teve numa primeira fase um caráter quantitativo através de um questionário por amostra de conveniência, e que posteriormente foi analisado através do SPSS (Software de análise estatística).
Através de uma adaptação das variáveis, os resultados do estudo demonstram que recompensar os colaboradores tem um impacto positivo no seu desempenho no trabalho, além disso, a satisfação profissional foi verificada como um mediador significativo na relação entre a visão comunicante e o desempenho profissional, ou seja, conseguimos perceber que quando os colaboradores se sentem satisfeitos com a sua função, com o ambiente no trabalho e com a visão da empresa, eles tendem a ter um melhor desempenho.
During my integrated internship in Odgers Berndtson as part of my master's degree, I observed that people formed groups within the office, and there was limited communication between these groups. The company was undergoing a merger and acquisition process with another company called Ray.BBDM. In addition to working extensively on the company's social media, my responsibilities during this internship included assisting in the preparation and implementation of activities for employees, aiming to enhance internal marketing and employee engagement. Based on this observation, I will focus on developing my study to understand the relevance of internal marketing in job satisfaction and professional performance. The independent variables for analysis will be the communicative vision, personnel development, and personnel rewards, which represent internal marketing practices. The mediating variable will be job satisfaction, and the dependent variable will be professional performance, aiming to answer the main question, "Can satisfaction enhance the relationship between internal marketing practices and professional performance?" The initial phase of this study employed a quantitative approach using a convenience sample questionnaire, which was later analyzed using the SPSS (Statistical Package for the Social Sciences) software. By adjusting the variables, the study's results demonstrate that rewarding employees has a positive impact on their job performance. Furthermore, professional satisfaction was identified as a significant mediator in the relationship between communicative vision and professional performance. In other words, when employees feel satisfied with their roles, the work environment, and the company's vision, they tend to perform better.
During my integrated internship in Odgers Berndtson as part of my master's degree, I observed that people formed groups within the office, and there was limited communication between these groups. The company was undergoing a merger and acquisition process with another company called Ray.BBDM. In addition to working extensively on the company's social media, my responsibilities during this internship included assisting in the preparation and implementation of activities for employees, aiming to enhance internal marketing and employee engagement. Based on this observation, I will focus on developing my study to understand the relevance of internal marketing in job satisfaction and professional performance. The independent variables for analysis will be the communicative vision, personnel development, and personnel rewards, which represent internal marketing practices. The mediating variable will be job satisfaction, and the dependent variable will be professional performance, aiming to answer the main question, "Can satisfaction enhance the relationship between internal marketing practices and professional performance?" The initial phase of this study employed a quantitative approach using a convenience sample questionnaire, which was later analyzed using the SPSS (Statistical Package for the Social Sciences) software. By adjusting the variables, the study's results demonstrate that rewarding employees has a positive impact on their job performance. Furthermore, professional satisfaction was identified as a significant mediator in the relationship between communicative vision and professional performance. In other words, when employees feel satisfied with their roles, the work environment, and the company's vision, they tend to perform better.
Description
Keywords
Fusão e Aquisição Marketing Interno Visão Comunicante Recompensa do Pessoal Satisfação Profissional Desempenho Profissional Colaboradores