Internal marketing actions and organizational commitment in four and five star hotels
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2019.154577Keywords:
Internal Marketing, Organizational Commitment, Hotel SectorAbstract
This research is support on the theory of internal marketing and its effects on organizational development. With a perspective on the performance of the members of the organization (internal clients), identifying the actions that contribute to strengthen their organizational commitment. As well as analyzing wich actions are those that directly influence the quality of the provision of the services that each hotel company provides to its external clients. Presenting an inicial analysis of the relationship between internal marketing actions and the organizacional commitment of internal customers working in four and five stars hotels. To achieve this objective, a quantitative instrument called Internal questionnaire marketing-commitment was designed. It consist of 40 items that assess the level of organizational commitment with internal customers have, as well as their perception on the company´s internal marketing actions , through which it sought to measure how the actions of internal marketing contribute to strengthening organizational commitment in hotels. The results of the application of the instrument show that there is a positive correlation between the two variables, indicating that the greater the perception of internal marketing activities, the greater the level of organizational commitment of internal customers.
Downloads
References
ALLEN, Natalie Jean; MEYER, John P. Affective, continuance, and normative commitment to the organization: an examination of construct validity. Journal of Vocational Behavior, Amsterdam, v. 49, n. 3, p. 252-276, 1996.
ANTUNES PAES, Taís Alexander; ANTUNES PAES, Neir. A atividade turística na Baía da Traição e sua relação com o endomarketing. Turis Nostrum, João Pessoa, v. 1, n. 1, p. 1-30, 2012.
ARCINIEGA, Luis. Compromiso organizacional en México ¿Cómo hacer que la gente se ponga la camiseta? Dirección Estratégica, México, DF, n. 11, p. 21-23, 2002.
BEKIN, Saul Faingaus. Endomarketing: como praticá-lo com sucesso. São Paulo: Prentice Hall, 2004.
BERRY, Leonard Len; HENSEL, James S.; BURKE, Marian C. Improving retailer capability for effective consumerism response. Journal of Retailing, New York, v. 52, n. 3, p. 3-14, 1976.
BOHNENBERGER, Maria Cristina. Marketing interno: la actuación conjunta entre recursos humanos y marketing en busca del compromiso organizacional. 2005. Tese (Doutorado em Economia) – Universitat de les Illes Balears, Palma de Mallorca. 2005.
BRANDÃO, Nuno Goulart. A comunicação interna estratégica como reforço da valorização das pessoas e seus níveis de engagement nas organizações. Media & Jornalismo, Lisboa, v. 18, n. 33, p. 91-102, 2018. Disponível em: https://bit.ly/2ywkwA4. Acesso em: 1 ago. 2019.
CASTILLO-VERGARA, Mauricio; ALVAREZ-MARIN, Alejandro; MATSUDA OTEIZA, Ken; ALVARADO, Natalia; CODOCEO, Maria José. Impacto del marketing interno en el desarrollo de innovación: la co-creación en el sector turístico de La Serena-Chile. Estudios y Perspectivas en Turismo, Buenos Aires, v. 25, n. 2, p. 203-222, 2016. Disponível em: https://bit.ly/2Z78Lvx. Acesso em: 6 out. 2017.
COCA CARASILA, Andrés Milton. El concepto de marketing: pasado y presente. Revista de Ciencias Sociales (Ve), Maracaibo, v. 14, n. 2, p. 391-412, 2008. Disponível em: https://bit.ly/2Z3oWdo. Acesso em: 22 jul. 2019.
GEYSKENS, Inge; STEENKAMP, Jan-Benedict E. M.; SCHEER, Lisa K.; KUMAR, Nirmalya. The effects of trust and interdependence on relationship commitment: a trans-Atlantic study. International Journal of Research in Marketing, Amsterdam, v. 13, n. 4, p. 303-317, 1996.
GRÖNROOS, Christian. Marketing y gestión de servicios: la gestión de los momentos de la verdad y la competencia en los servicios. Madrid: Ediciones Díaz de Santos. 1994.
HELLRIEGEL, Don; SLOCUM JUNIOR. John W. Comportamiento organizacional. 10. ed. México, DF: Thompson, 2004.
HERNÁNDEZ SAMPIERI, Roberto; FERNÁNDEZ COLLADO, Carlos; BAPTISTA LUCIO, Pilar. Metodología de la investigación. 5. ed. México, DF: McGrawHill, 2010.
KOHLI, Ajay Kumar; JAWORSKI, Bernard J. Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, Chicago, v. 54, n. 2, p. 1-18, 1990.
LOZANO RAMÍREZ, Ma. Cruz. El marketing interno como proceso de aprendizaje organizacional. Revista Internacional Administración & Finanzas, Hilo, v. 9, n. 2, p. 87-97, 2016.
LU, Vinh Nhat; CAPEZIO, Alessandra; RESTUBOG, Simon Lloyd D.; GARCIA, Patrick R. J. M.; WANG, Lu. In pursuit of service excellence: investigating the role of psychological contracts and organizational identification of frontline hotel employees. Tourism Management, Amsterdam, v. 56, p. 8-19, 2016.
MENDOZA MOHENO, Jessica; HERNÁNDEZ CALZADA, Martín Aubert; TABERNERO URBIETA, Carmen. Retos y oportunidades de la investigación en marketing interno. Revista de Ciencias Sociales (Ve), Maracaibo, v. 17, n. 1, p. 110-125, 2011. Disponível em: https://bit.ly/2XYwlJv. Acesso em: 19 jul. 2019.
MEYER, John P.; HERSCOVITCH, Lynne. Commitment in the workplace: toward a general model. Human Resource Management Review, Amsterdam, v. 11, n. 3, p. 299-326, 2001.
MOLINA CARMONA, Edith.; HERNÁNDEZ, Leticia Franco H. G. Manual para la elaboración de tesis. México, DF: Benemérita Universidad Autónoma de Puebla, 2006.
MOWDAY, Richard T.; STEERS, Richard M.; PORTER, Lyman W. The measurement of organizational commitment. Journal of Vocational Behavior, Amsterdam, v. 14, n. 2, p. 224-247, 1979.
PARASURAMAN, A. Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, New York, v. 25, n. 2, 1997.
PÉREZ VERA, Rócio del Carmen; DE LA GARZA CARRANZA, María Teresa. Comportamiento organizacional y satisfacción laboral. Revista Raites, Guanajuato, v. 2, n. 3, p. 100-108, 2008.
PETERSON, Douglas K.; PUIA, George M.; SUESS, Frederica R. Yo tengo la camiseta (I have the shirt on): an exploration of job satisfaction and commitment among workers in Mexico. Journal of Leadership and Organizational Studies, Newbury Park, v. 10, n. 2, p. 73-88, 2003.
RAFIQ, Mohammed; AHMED, Pervaiz K. Advances in the internal marketing concept: definition, synthesis and extension. Journal of services marketing, Bingley, v. 14, n. 6, p. 449-462, 2000.
RUIZALBA ROBLEDO, José Luis; VALLESPÍN ARÁN, María; PÉREZ-ARANDA, Javier. Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero. Investigaciones Europeas de Dirección y Economía de la Empresa, Amsterdam, v. 21, n. 2, p. 84-92, 2015.
SANTOS, Natália Contesini. A avaliação de resultados em comunicação interna: desafios e modelos de avaliação aplicáveis. Revista Foco, Vila Velha, v. 11, n. 1, p. 188-204, 2018.
SILVA, Sabrina; LIRA, Rodrigo Anido. Endomarketing como ferramenta de motivação: análise das suas aplicações em uma rede de supermercados no município de Campos dos Goytacazes-RJ. Perspectivas Online: Humanas Sociais & Aplicadas, Campos dos Goytacazes, v. 4, n. 9, p. 35-46, 2014.
TRIOLA, Mario F. Estadística. 10. ed. México, DF: Pearson Educación, 2009.
VILLAREJO RAMOS, Ángel F. La medición del valor de marca en el ámbito de la gestión de marketing. Sevilla: Ceade, 2002.
ZAPATA PALACIOS, Lelia; GÓMEZ QUIJANO, Arturo. El comunicador interno, de profesional de la información a profesional de la comunicación. In: Congreso Internacional Comunicación y Pensamiento. Comunicracia y Desarrollo Social, 1., 2016, Sevilla. Actas […]. Sevilla: Universidad de Sevilla, 2016. p. 540-562.
Downloads
Published
Issue
Section
License
A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.
