O endomarketing como ferramenta estratégica: Um estudo da percepção dos colaboradores de uma empresa localizada no extremo sul catarinense

Abstract

Endomarketing is an important tool when used strategically in the organization to improve the climate and motivation of employees. Thus, this work aims to identify the strategic tools aimed at employees that the company under study already has, as well as their perceptions about it. Regarding the methodology used, it was characterized as a descriptive research on the purposes and case study regarding the means of investigation. The target population was the 24 employees of the tactical and operational level and two managers of the strategic level. The study was characterized by the collection of primary data and with respect to the technique of analysis of these data was with qualitative approach. For the data collection with the employees of the tactical and operational levels a questionnaire was used with 21 closed questions and 3 open questions and with the managers a semi-structured interview was used. It was verified that the company offers some tools of the endomarketing for the partial motivation of the collaborators. However, there is a need for structuring so that these plans do not weaken, causing the employee's productivity to fall. Their perceptions about these tools are in line with those of the managers, not causing great divergence in the answers obtained. These perceptions were positive, because many employees are satisfied with the tools that the company already has. It is worth mentioning that this study serves as a tool that helps managers to identify employees' needs so that they are always motivated.