Endomarketing no sentimento de pertencimento do cliente interno.

Abstract

This article aimed to analyze internal marketing as an influencer of the feeling of belonging of the internal customer in a company in the footwear segment, composed of more than fifty employees, located in the city of Catolé do Rocha-PB. From the literature review involving the theme of Endomarketing, Mix or Compound of Endomarketing and internal customer, a qualitative and quantitative approach study was carried out with an exploratory character, being a simple case study. The data collection techniques employed were a structured questionnaire, applied to forty-nine employees, and a semi-structured interview script, applied to the company's manager. This number was defined due to the number of subjects available to carry out the study. The method of analysis was content analysis for qualitative research and the aid of Excel for quantitative research. The results reported the subjects' satisfaction regarding the Endomarketing actions in the organization, understanding that the company's internal customers feel that they belong to it. However, there is a need for improvement in training, stimulus and communication programs. The research contributed with the company, with the studies of Administration and with other managers in the managerial factor of the theme.