Endomarketing as an internal communication strategy and the impact on internal customer satisfaction

Abstract

Endomarketing is an action that aims to reach the internal public of the organization, seeking to improve communication, satisfaction and consequently the final product that reaches the customer. It can be said that endomarketing arises with the objective of being used as a strategy to obtain competitive advantage in the current market and as a proposal in the relationship between company and employees capable of influencing organizational results. Thus, the purpose of this article is to analyze whether endomarketing can impact an organization's internal customer satisfaction. It was used as methodology used was the quantitative, descriptive and census approach of 50 employees. Data were collected through structured questionnaires, made available online to the people of Company X, from October 25 to 31, 2019. Through the results it was found that the endomarketing actions that stood out in company X are related to the development of programs aimed at quality of life at work, generating improvement in the organizational climate. It was also noticed that communication, the importance of the internal client, relationship with the leadership, meetings, lectures and get-togethers are relevant practices in the perception of employees. The actions considered less practiced in company X are related to autonomy, quality of life and feedback. Regarding the endomarketing strategy in the internal customer satisfaction, it was noticed that there was an improvement in the organizational climate and its professional valorization. It was also found that they felt recognized for the work they perform and also noted improvement in the relationship with satisfaction. Finally, the results confirmed that endomarketing actions can impact an organization's internal customer satisfaction.