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Publication
O impacto do Marketing Interno na compatibilidade de objetivos interdepartamentais e na satisfaçaão do cliente numa agência de publicidade
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Abstract(s)
O marketing interno representa um papel fundamental no desenvolvimento de uma
empresa centrada no cliente ao motivar e direcionar os colaboradores com o objetivo de
atingirem, em conjunto, os objetivos organizacionais. Empresas de prestação de serviços
têm vindo a demonstrar uma preocupação na melhoria da comunicação interna com o
objetivo de reduzir o isolamento interdepartamental, incentivando assim a cooperação
interpessoal de forma a, consequentemente, atingir uma maior satisfação do cliente.
A presente dissertação tem como principal objetivo analisar a relação entre práticas
de marketing interno, a compatibilidade de objetivos e o grau de percepção dos
colaboradores relativamente à satisfação do cliente no setor da publicidade em Portugal,
em específico, no Publicis Groupe. Através da divisão em duas amostras: colaboradores do
departamento de contacto e colaboradores pertencentes ao departamento criativo, foi
possível uma análise comparativa mais direcionada, possibilitando a demonstração das
diferenças existentes nos dois departamentos com o intuito de perceber quais as dimensões
que devem ser mantidas, melhoradas ou, por fim, abandonadas.
Após a análise estatística verificou-se que no departamento de contacto, todas as
hipóteses formuladas nesta investigação foram suportadas, sendo que o marketing interno
tem impacto positivo na compatibilidade de objetivos bem como na satisfação do cliente e a
compatibilidade de objetivos tem impacto positivo na satisfação do cliente. No entanto, no
departamento criativo verificou-se que apenas a relação entre o marketing interno e a
satisfação do cliente foi suportada.
Internal marketing plays a key role in the development of a customer-centric company by motivating and directing employees to jointly achieve organizational goals. Service companies have been demonstrating a concern for improving internal communication with the aim of reducing cross-functional isolation, encouraging team cooperation in order to achieve greater customer satisfaction. This investigation aims to analyse the relationship between internal marketing practices, goal compatibility and the degree of perception of employees regarding customer satisfaction in the advertising sector in Portugal, specifically in Publicis Groupe. By dividing this research into two samples: contact department collaborators and creative department collaborators, a more targeted comparative analysis was possible, showing the differences between the two departments in order to understand which dimensions should be maintained, improved or, finally, abandoned. After statistical analysis it was found that in the contact department all hypotheses formulated in this research were supported, with internal marketing having positive impact on goal compatibility as well as customer satisfaction and goal compatibility having positive impact on costumer satisfaction. In the creative department it was found that only the relationship between internal marketing and customer satisfaction was supported.
Internal marketing plays a key role in the development of a customer-centric company by motivating and directing employees to jointly achieve organizational goals. Service companies have been demonstrating a concern for improving internal communication with the aim of reducing cross-functional isolation, encouraging team cooperation in order to achieve greater customer satisfaction. This investigation aims to analyse the relationship between internal marketing practices, goal compatibility and the degree of perception of employees regarding customer satisfaction in the advertising sector in Portugal, specifically in Publicis Groupe. By dividing this research into two samples: contact department collaborators and creative department collaborators, a more targeted comparative analysis was possible, showing the differences between the two departments in order to understand which dimensions should be maintained, improved or, finally, abandoned. After statistical analysis it was found that in the contact department all hypotheses formulated in this research were supported, with internal marketing having positive impact on goal compatibility as well as customer satisfaction and goal compatibility having positive impact on costumer satisfaction. In the creative department it was found that only the relationship between internal marketing and customer satisfaction was supported.
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Keywords
Marketing Interno Compatibilidade de objetivos Satisfação Publicidade