El endomarketing como estrategia de gestión en el sector privado

Dennys Josué Matias Raraz; Cecilia del Pilar Rivera López; Christian Martel-Carranza; Nathalie Zinzia Torero Solano de Martel

doi:10.37711/rcie.2021.1.1.2

Authors

Dennys Josué Matias Raraz Universidad de Huánuco,Huánuco, Perú https://orcid.org/0000-0002-6721-5554
Cecilia del Pilar Rivera López Universidad de Huánuco,Huánuco, Perú https://orcid.org/0000-0002-0215-1270
Christian Martel-Carranza Universidad de Huánuco,Huánuco, Perú https://orcid.org/0000-0001-9272-3553
Nathalie Zinzia Torero Solano de Martel Instituto de Educación Superior Juan Bosco de Huánuco, Huánuco, Perú. https://orcid.org/0000-0002-8810-2719

DOI:

https://doi.org/10.37711/rcie.2021.1.1.2

Keywords:

marketing, market, organization and management, work, motivation, labor market

Abstract

Objective. The purpose of the research was to learn how endomarketing is developed as a management strategy in a private sector company. Methods. The study had a quantitative approach and a simple descriptive design. The data collection instrument was a questionnairethat measured the following dimensions: responsibility, incentives, work environment, aptitude, communication and motivation, belonging to the endomarketing variable. The population and its sample consisted of 20 collaborators belonging to the Photo System company. Results. The results show that 73.68 % of the respondents demonstrate an average knowledge of endomarketing and its implication in the development of the company. Conclusions. It is evident that the level of endomarketing and its use within private organizations in Huánuco is regular, thus indicating its importance for the achievement of the organizations' objectives.