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Publication
O Marketing interno como factor crítico no desempenho e na intenção de saída dos colaboradores na hotelaria em Portugal
| Name: | Description: | Size: | Format: | |
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| 1.11 MB | Adobe PDF |
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Abstract(s)
O marketing interno compreende-se como um conjunto de medidas e
atividades estratégicas que têm como principal objetivo ir ao encontro do que os
funcionários das empresas pretendem, principalmente através da comunicação e
compreensão das suas necessidades. Nos dias de hoje, a implementação de
estratégias de marketing interno começou a ganhar forma nas empresas,
principalmente nas empresas em que a sua principal venda são os serviços
prestados, como é o caso da hotelaria.
O presente estudo tem como principal objetivo aferir no sector da
restauração a relação entre as práticas de estratégia de marketing interno e a sua
influência no desempenho contextual, desempenho de tarefa e a intenção de saída
dos colaboradores.
Nesta amostra, a análise de dados permitiu verificar que existem relações não
só entre as politicas de marketing interno com o desempenho, tanto a nível
contextual como de tarefa, como também a nível das intenções de saída. Os
resultados permitiram também atribuir à satisfação um papel de mediador. No final
são discutidos os resultados, bem como as principais implicações teóricas e praticas
destes resultados para as organizações.
Internal marketing is understood as a set of measures and strategic activities that have as main objective to meet what employees of the companies intend, mainly through communication and understanding of their needs. Nowadays, the implementation of internal marketing strategies began to take shape in companies, especially in companies where their main sale is the services provided, as is the case of hospitality. The main objective of this study is to assess the relationship between internal marketing strategy practices and their influence on contextual performance, task performance and employees' intention to leave. In this sample, the data analysis allowed to verify that there are relations not only between internal marketing policies with performance, both contextual and task level, but also at the level of exit intentions. The results also allowed satisfaction to play a mediating role. In the end the results are discussed, as well as the main theoretical and practical implications of these results for the organizations.
Internal marketing is understood as a set of measures and strategic activities that have as main objective to meet what employees of the companies intend, mainly through communication and understanding of their needs. Nowadays, the implementation of internal marketing strategies began to take shape in companies, especially in companies where their main sale is the services provided, as is the case of hospitality. The main objective of this study is to assess the relationship between internal marketing strategy practices and their influence on contextual performance, task performance and employees' intention to leave. In this sample, the data analysis allowed to verify that there are relations not only between internal marketing policies with performance, both contextual and task level, but also at the level of exit intentions. The results also allowed satisfaction to play a mediating role. In the end the results are discussed, as well as the main theoretical and practical implications of these results for the organizations.
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Keywords
Sector hoteleiro Restauração Colaboradores Marketing interno Desempenho contextual Desempenho de tarefa Satisfação Intenção de saída