O endomarketing como estratégia motivacional de colaboradores

• Autor(a) principal: Rocha, Elis Regina Aparecida
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/36807
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Endomarketing; Motivação; Gestão de pessoas; Cliente interno; Endomarketing; Motivation; People management; Internal customer

With the increased competition in the market, organizations are beginning to understand that it is not enough to just take care of the products and the interest of the external public, before that you must have a team of professionals engaged, motivated. And it is the search of this motivation, through strategic, that will be approached the endomarketing in this work. To support the study, a literature review on endomarketing and motivation was used. On the endomarketing will be presented from its origin, definition, objectives, function and importance, until the elaboration of a plan or program. On motivation will be presented the main theories and evolution. With the purpose of illustrating and concretizing the work, a case study will be presented; the study starts with the management complaint about team motivation, a problem presented in a qualitative interview. From the complaint, a diagnosis was made, through a climate research, with the team in question. Quantitative research was used with a tool, that is, a questionnaire was applied with structured questions, with the whole team. The main need found in the research results comes from the motivation strategies proposed by endomarketing, but not in isolated actions, it is necessary to develop a culture of endomarketing through a structured, permanent and constantly renewing program