Prática do Endomarketing: um estudo dos programas e ações desenvolvidos pelo SESC.

Abstract

With the increasingly pace of changes in the economical, technological, social and cultural environment, Companies, have realized the need to invest more and more in its internal clients in order to achieve more market relevance. Employees are responsible for the generation of results in the Organization, and Companies are using different approaches in order to keep and satisfy them. In this context, endomarketing – wich is a tool used by the human resources area to keep employer and employees closer and to reach higher satisfaction and motivation for the employee – is achieving more and more prominence. The current study, developed in the Commerce Social Service – SESC, at the SESC Centro unit in Campina Grande, PB, aims to identify the programs and actions performed by the company which can be classified as endomarketing. In this exploratory and descriptive study case, we used as means for data collection a qualitative interview with the Company Manager, as well as a quantitative survey, applied with the employees in order to measure their satisfaction over the compound of endomarketing elements: company, costs, coordinators and communication. The research results show that, in what concerns to the former three elements, there is a general satisfaction. However, there was dissatisfaction with the forth element, communication, especially in what concerns internal communication. Thereby, this issue must require more concern, and improvement and optimization should be at stake, once the quality of the company communication is a key point for the staff to feel part of the organization and leads them to a higher commitment.