O endomarketing como ferramenta para promover a motivação e a satisfação no trabalho: estudo de caso em uma empresa provedora de internet de Governador Valadares

Abstract

The internal marketing has proven to be an important tool for the business environment, which can provide in addition to the appreciation and welfare of the internal customer, also the gain of advantage against the competitive market. The present research was carried out in an internet service provider in the city of Governador Valadares, in order to investigate how endomarketing influences the motivational process and satisfaction in the organizational environment. The study is of a descriptive nature, where a qualitative approach was adopted, using the case study method, being supported by 58 semi-structured interviews, which were submitted to a content analysis, where the results were discussed here. Through the results obtained, it was found that the company researched does not have an endomarketing program in place, what it currently does is to use some actions that make up endomarketing in a disconnected way, but that in a certain way do contribute to the motivation and satisfaction of its employees. It was also identified some adversities, but with the implementation of endomarketing in a concrete way it is possible to solve them.