Internal marketing: the influence of internal communication on organizational happiness

• Autor(a) principal: Ferrão, Ana Filipa Lito Salgueiro
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/22951
• topic: Marketing interno; Felicidade nas organizações; Felicidade no trabalho; Comunicação interna; Envolvimento dos funcionários; Projeto de mestrado

The aim of this study is to demystify the potential link amidst Internal Marketing components (Organizational Happiness and Happiness on the Job) with Internal Communication, and how they contribute to prevent employee burnout and turnover. A study was performed through the administration of two surveys to a limited universe of the working population; these surveys had been previously authenticated, considering the authors researched and the variables each one presented. The surveys’ intent was to analyze to what extent the studied universe was pleased with the effectiveness of their organization’s internal communication strategies, and to what degree one felt happy within the organization and with the job performed. For the matter, a model is provided in order to reflect internal customers’ needs and preferences. Furthermore, it is assessed the applicability of the model within any organization. It is concluded that effective internal communication is directly linked with employee engagement, therefore linked with internal customers’ organizational happiness.