Endomarketing as a tool for excellence: A case study of a hotel in João Pessoa – PB

Abstract

Endomarketing is a valuable management tool in many enterprises, including the hotel industry. This article presents the results of a case study whose goal was to analyze  Endomarketing in a  hotel located in João Pessoa-PB. The research design was exploratory and descriptive, with quantitative and qualitative approaches, through the application of a questionnaire to the employees in the reception, food and beverage, governance, and maintenance sectors who have direct contact with the services provided to the final consumer, and an interview with the general manager responsible for the equipment studied, to find out his perception of Endomarketing. To protect the respondents’ confidentiality, the enterprise studied was given the fictitious name of Maré Hotels. This accommodation establishment was chosen because it carries out marketing and is commercially recognized work in area of hotel management. The results show that even though the company is stable and well-known, some aspects can be improved; it was also understood the employees are satisfied in terms of corporate communication and professional recognition.