BATISTA, I. B.; http://lattes.cnpq.br/0027239682712964; BATISTA, Inara Belo.
Resumen:
Endomarketing is a concept that refers to the strategies and actions of
marketing aimed at the internal public of organizations, that is, their own
employees. These actions aim to strengthen the organizational culture,
promote employee engagement, improve internal communication and create
a more satisfying work environment. The general objective is to investigate, through
a bibliometric analysis, the influence of Endomarketing on customer satisfaction
employees within organizations. This is an exploratory research of
bibliometric analysis. In view of this, it was found that this theme has been
increasingly developed in recent years, the first publications
carried out on the subject were carried out in the year 2000, being accelerated from
of 2017 and reaching the highest number in 2021 and 2022 this can be identified by the
current context in which organizations are much more concerned with the well-being of the
collaborator, in addition, it was analyzed that the United States has the largest number of
publications on the subject, as well as, it was possible to verify the areas, authors and
categories that published the most. Where it was possible to conclude that the study contributed
for knowledge about how Endomarketing can affect customer satisfaction
employees, providing valuable insights for organizations to develop
effective internal marketing strategies.
