FARIAS, L. M.; FARIAS, Luciano Magno de.
Resumen:
The intense market competitiveness requires a greater flexibility of organizations in order to
suit the external environment. With the emergence of the Knowledge Age, the human factor
has come to be perceived as a competitive differentiator for companies. In order to stimulate
the motivation of their employees, making them committed to the objectives of the company,
sought to improve organizational communication with their employees. The endomarketing,
therefore, provides tools to assist internal communication. The research had as general
objective the practice of endomarketing in major banks located in the city of Campina Grande
- PB. Regarding the methodology used, it was conducted a field research with a descriptive
character, and with a quantitative and qualitative approach, applied a questionnaire to collect
data for processing. After identifying the major city banks, key agencies were chosen from
each. To better understand the analysis, plots were constructed to illustrate the results. The
results indicate the excessive number of communication channels and the discrepancy in
results between the banks, with the Green Bank with the best performance, showed an
objective communication, but needs improvement the valuation of its employees. Red and
Yellow Banks, on the other hand, showed unsatisfactory results, revealing deficiencies in
incentives to motivate its employees and problems with the way people communicate.
