Endomarketing como estratégia para o crescimento organizacional

Abstract

This study aims to determine the negative impact that the lack of loyalty of the workforce may result in professional business environment in the Alegrete City, both for employees and for businesses. In this sense, this research is justified by demonstrating the relationship between the benefits of Endomarketing actions and improved functional performance, organizational climate and staff motivation. Becoming the internal marketing of paramount importance to the business environment, where the figure of the business pedagogue can act decisively in the current marketing policies implemented by enterprises, creating favorable conditions for negotiating action and improvement of relations between organizations and their employees, by through its andragogical praxis. For this took place a probability sample survey of 352 commercial enterprises of the city, which was carried out with 2816 employees and 352 entrepreneurs / managers. Therefore, it sought through a theoretical study and going to field verify the factors that has contributed to stress framework of these professionals. In the study showed that these factors basically boil down to lack of internal loyalty policy (internal marketing) by the alegretenses entrepreneurs and also a strong sense of devaluation by employees in relation to their companies, and that much of them already had labor clearance by factors related to stress, about 37% were also drawn to the research profiles of their employees under the optics: socio-economic and cognitive.