Estrategias de endomarketing y su influencia en la motivación de los colaboradores del banco Cencosud P-263 Paris, Trujillo, 2018
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Date
2021
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Universidad Nacional de Trujillo
Abstract
La presente investigación consignó como objetivo principal determinar la influencia del Endomarketing en la motivación de los colaboradores del Banco Cencosud P263. Es por ello, que la presente tesis estuvo orientada a demostrar como las propuestas del Endomarketing influyen en la motivación de los colaboradores de una organización, creando un espacio adecuado donde cada trabajador se sienta satisfecho, donde los colaboradores sean más productivos y logren desarrollarse profesionalmente. En ese sentido, las variables estudiadas fueron: Estrategias de Endomarketing y la Motivación de los colaboradores, por lo que se utilizó un diseño de tipo transaccional correlacional. Además, es importante mencionar que el instrumento empleado fue el cuestionario, compuesto por 24 ítems en una escala tipo Likert, aplicado a una muestra integrada por 13 trabajadores del banco. Como principales resultados del estudio, se encontró que los factores que influyen en la motivación de los colaboradores del banco Cencosud son: las retribuciones que recibe, la relación laboral con su jefe inmediato, seguridad y estabilidad y el desarrollo personal. Finalmente, para medir la correlación de las variables se utilizó la prueba de correlación de Pearson, concluyendo que existe de una gran influencia del Endomarketing en la motivación de los colaboradores del Banco Cencosud, existiendo un grado de relación significativa de 0.797.
ABSTRACT: The main objective of this research was to determine the influence of Endomarketing on the motivation of Banco Cencosud P263 employees. That is why this thesis was aimed at demonstrating how Endomarketing proposals influence the motivation of an organization's collaborators, creating an adequate space where each worker feels satisfied, where collaborators are more productive and manage to develop professionally. In this sense, the variables studied were: Endomarketing Strategies and Motivation of the collaborators, for which a transactional correlational design was used. In addition, it is important to mention that the instrument used was the questionnaire, made up of 24 items on a Likert-type scale, applied to a sample of 13 bank workers. As the main results of the study, it was found that the factors that influence the motivation of Cencosud bank employees are: the remuneration they receive, the employment relationship with their immediate boss, security and stability, and personal development. Finally, to measure the correlation of the variables, the Pearson correlation test was used, concluding that there is a great influence of Endomarketing on the motivation of Banco Cencosud employees, with a significant degree of relationship of 0.797.
ABSTRACT: The main objective of this research was to determine the influence of Endomarketing on the motivation of Banco Cencosud P263 employees. That is why this thesis was aimed at demonstrating how Endomarketing proposals influence the motivation of an organization's collaborators, creating an adequate space where each worker feels satisfied, where collaborators are more productive and manage to develop professionally. In this sense, the variables studied were: Endomarketing Strategies and Motivation of the collaborators, for which a transactional correlational design was used. In addition, it is important to mention that the instrument used was the questionnaire, made up of 24 items on a Likert-type scale, applied to a sample of 13 bank workers. As the main results of the study, it was found that the factors that influence the motivation of Cencosud bank employees are: the remuneration they receive, the employment relationship with their immediate boss, security and stability, and personal development. Finally, to measure the correlation of the variables, the Pearson correlation test was used, concluding that there is a great influence of Endomarketing on the motivation of Banco Cencosud employees, with a significant degree of relationship of 0.797.
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Keywords
Endomarketing, Estrategia de endomarketing, Marketing interno, Motivación