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Publication
Marketing Interno na satisfação no trabalho e no comprometimento organizacional
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| 1.26 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As organizações têm-se deparado com um ambiente turbulento e competitivo, com os clientes a deparem-se com muitas alternativas, por isso, surge a necessidade de otimizar a gestão dos processos empresariais, diferenciando para desenvolver uma vantagem competitiva. Assim, devemos avaliar a satisfação dos colaboradores de modo a aumentar a produtividade/desempenho. O presente estudo pretende avaliar a relação entre as perceções do marketing interno sobre a satisfação no trabalho, o comprometimento organizacional e o desempenho profissional no setor das telecomunicações angolanas, e avaliar as perceções da satisfação no trabalho e o desempenho profissional, tendo em conta variáveis sociodemográficas. Metodologicamente a presente investigação pretende contribuir para a compreensão do marketing interno e para o estudo deste conceito no contexto angolano, com a adaptação do modelo de Chang e Chang, que julga ser possível efeito mediador da satisfação na relação entre o marketing interno com o comprometimento organizacional e com o desempenho profissional. Conclui-se que não existe uma relação positiva entre o marketing interno e a satisfação no trabalho. Não foram encontradas evidências estatísticas que permitem concluir que o comprometimento organizacional e a satisfação no trabalho variam conforme as variáveis sociodemográficas contrariando os resuldos encontrados na literatura, evidenciando poder haver uma relação com os aspetos linguísticos.
Organizations have been faced with a turbulent and competitive environment, with customers facing many alternatives, so there is a need to optimize the management of business processes, differentiating to develop a competitive advantage. Thus, we must assess employee satisfaction in order to increase productivity/performance. This study aims to assess the relationship between internal marketing perception of job satisfaction, organizational commitment and professional performance int the Angolan telecommunications sector, and to assess perception of job satisfaction and professional performance, considering sociodemographic variable. Methodologically, this research aims to contribute the understanding of the internal marketing and the study of this concept in the Angolan context, with the adaption of the model of Chang and Chang, which believes it is possible to mediate the satisfaction in the relationship between internal marketing with organizational commitment and professional performance. It is concluded that there is no positive relationship between internal marketing and job satisfaction. No statistical evidence was found that allows us to conclude that organizational commitment and job satisfaction vary according to the sociodemographic variables contradicting the results found in the literature, showing that there may be a relationship with the linguistic aspects.
Organizations have been faced with a turbulent and competitive environment, with customers facing many alternatives, so there is a need to optimize the management of business processes, differentiating to develop a competitive advantage. Thus, we must assess employee satisfaction in order to increase productivity/performance. This study aims to assess the relationship between internal marketing perception of job satisfaction, organizational commitment and professional performance int the Angolan telecommunications sector, and to assess perception of job satisfaction and professional performance, considering sociodemographic variable. Methodologically, this research aims to contribute the understanding of the internal marketing and the study of this concept in the Angolan context, with the adaption of the model of Chang and Chang, which believes it is possible to mediate the satisfaction in the relationship between internal marketing with organizational commitment and professional performance. It is concluded that there is no positive relationship between internal marketing and job satisfaction. No statistical evidence was found that allows us to conclude that organizational commitment and job satisfaction vary according to the sociodemographic variables contradicting the results found in the literature, showing that there may be a relationship with the linguistic aspects.
Description
Keywords
Marketing Interno Satisfação Comprometimento Desempenho