Endomarketing no setor bancário: uma análise nas principais agências de Campina Grande -PB.

Abstract

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.