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Publication
O marketing interno como promotor de satisfação e do comprometimento dos trabalhadores: Um estudo em duas estações de televisão de Angola
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| 1.67 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O foco no Marketing Interno nesta dissertação é
fundamentado pela necessidade de integrar as melhores
práticas de marketing com estratégias de inovação e
produtividade no ambiente corporativo. No contexto de um
Mestrado com especialização em Marketing e Inovação, a
seleção do Marketing Interno como tema central é
justificada pela sua capacidade de fomentar uma cultura de
inovação através da comunicação eficaz, motivação dos
colaboradores e desenvolvimento contínuo.
Nesta perspetiva, elaboramos a seguinte pergunta de
partida: Como é que o Marketing Interno atua como
Promotor da Satisfação e do Comprometimento dos
Trabalhadores? Desdobrando-se em três hipóteses abaixo
formuladas: a) As estações de televisão em Angola
implementam diversas ações de marketing interno, como
reconhecimento de funcionários, treinamentos e
comunicação interna, b) As ações de marketing interno
aumentam a satisfação dos trabalhadores nas estações de
televisão em Angola e c) Os responsáveis de recursos
humanos e marketing consideram o marketing interno
essencial para a retenção de talentos e a melhoria do clima
organizacional.
Para o presente estudo optamos por metodologia mista
combinando uma pesquisa qualitativa e quantitativa para
fornecer uma compreensão abrangente e detalhada do
tema em exploração.
Em síntese, mediante a análise dos dados recolhidos pelas
entrevistas e inquéritos realizados podemos observar que,
as ações de marketing interno nas estações de televisão em
Angola são implementadas de forma estruturada e
reconhecidas pelos gestores como ferramentas
fundamentais para o fortalecimento do clima
organizacional.
The focus on Internal Marketing in this dissertation is based on the need to integrate best marketing practices with innovation and productivity strategies in the corporate environment. In the context of a master’s degree specializing in Marketing and Innovation, the selection of Internal Marketing as a central theme is justified by its ability to foster a culture of innovation through effective communication, employee motivation and continuous development. From this perspective, we formulated the following starting question: What is the impact of internal marketing actions on employee satisfaction in television stations in Angola and how are these actions perceived by those responsible for human resources and marketing? Breaking down into three hypotheses formulated below: a) Television stations in Angola implement several internal marketing actions, such as employee recognition, training and internal communication, b) Internal marketing actions increase employee satisfaction at television stations in Angola and c) Human resources and marketing managers consider internal marketing essential for retaining talent and improving the organizational climate. For this study we opted for a mixed methodology combining qualitative and quantitative research to provide a comprehensive and detailed understanding of the topic being explored. In summary, by analysing the data collected through the interviews and surveys carried out, we can see that internal marketing actions at television stations in Angola are implemented in a structured way and are recognised by managers a fundamental tool for strengthening the organisational climate.
The focus on Internal Marketing in this dissertation is based on the need to integrate best marketing practices with innovation and productivity strategies in the corporate environment. In the context of a master’s degree specializing in Marketing and Innovation, the selection of Internal Marketing as a central theme is justified by its ability to foster a culture of innovation through effective communication, employee motivation and continuous development. From this perspective, we formulated the following starting question: What is the impact of internal marketing actions on employee satisfaction in television stations in Angola and how are these actions perceived by those responsible for human resources and marketing? Breaking down into three hypotheses formulated below: a) Television stations in Angola implement several internal marketing actions, such as employee recognition, training and internal communication, b) Internal marketing actions increase employee satisfaction at television stations in Angola and c) Human resources and marketing managers consider internal marketing essential for retaining talent and improving the organizational climate. For this study we opted for a mixed methodology combining qualitative and quantitative research to provide a comprehensive and detailed understanding of the topic being explored. In summary, by analysing the data collected through the interviews and surveys carried out, we can see that internal marketing actions at television stations in Angola are implemented in a structured way and are recognised by managers a fundamental tool for strengthening the organisational climate.
Description
Keywords
Marketing Interno Comprometimento organizacional Endomarketing Recursos humanos Satisfação dos trabalhadores