Nivel de Endomarketing en los Trabajadores de una Distribuidora de Carnes

Abstract

Endomarketing is the application of marketing strategies within the organization, becoming a fundamental tool to strengthen the commitment and satisfaction of employees, as well as to enhance corporate identity. This research work evaluates the level of Endomarketing in the workers of a Meat Distributor in the city of Cuenca, using a quantitative approach methodology and non-experimental design. Data was collected through a questionnaire applied to 50 workers to know their perception of the practices implemented in the company. The results obtained reveal both strengths and areas for improvement in the Meat Distributor's Endomarketing strategy. The data indicate that 46% of employees perceive that the organization sometimes provides the information and resources necessary for customer orientation, and 42% receive specific training occasionally. Regarding internal communication, 44% do not feel enough support for the creation of effective communication instruments, and 38% only sometimes know the company's goals and objectives. Furthermore, 44% mention that the results of the work carried out are almost never disclosed. To improve these areas, it is suggested that the company implement effective communication channels, hold periodic meetings to discuss results and changes, increase the frequency and quality of training, and develop continuous training programs. It is also important to offer professional development opportunities, implement an incentive and recognition system, and foster a culture of autonomy in employee decision-making.