Endomarketing y engagement de los colaboradores en una empresa de servicios generales, Trujillo 2025
Endomarketing and Employee Engagement in a General Services Company, Trujillo 2025Contenido principal del artículo
Contexto: Las organizaciones de servicios enfrentan desafíos para mantener el compromiso laboral de sus colaboradores, siendo el engagement un factor clave para el desempeño y la retención de talento. Objetivo: Determinar la relación entre endomarketing y engagement laboral en los colaboradores de una empresa de servicios generales en Trujillo, Perú. Metodología: Se realizó un estudio cuantitativo, no experimental, de diseño correlacional. La muestra censal incluyó a 64 colaboradores, quienes respondieron dos cuestionarios sobre prácticas de endomarketing y nivel de engagement laboral. Resultados: Se encontró una correlación positiva moderada entre endomarketing y engagement laboral (Rho = 0,592; p < 0,01), indicando que las prácticas internas orientadas al bienestar, reconocimiento y condiciones laborales se asocian con un mayor compromiso de los empleados. Conclusiones: Existe una relación significativa entre endomarketing y engagement laboral, evidenciando que un ambiente laboral favorable y el cumplimiento de obligaciones por parte de la empresa fomentan el compromiso de los colaboradores. Se recomienda fortalecer los canales de comunicación administrativa para potenciar aún más el engagement y optimizar la efectividad de las estrategias de endomarketing.
Background: Service organizations face significant challenges in maintaining employee commitment, with work engagement serving as a critical driver of both organizational performance and talent retention. Objective: This study aims to determine the relationship between internal marketing and work engagement among employees of a general services firm in Trujillo, Peru. Methodology: A quantitative, non-experimental research design with a correlational approach was adopted. A census-based sample of 64 employees was utilized, and data were collected through two structured questionnaires measuring internal marketing practices and work engagement levels. Results: The findings reveal a moderate positive correlation between internal marketing and work engagement (Rho = 0.592; p < 0.01). This suggests that internal practices focused on employee well-being, recognition, and favorable working conditions are associated with higher levels of commitment. Conclusions: There is a significant relationship between internal marketing and work engagement, demonstrating that a supportive work environment and the fulfillment of organizational obligations foster employee dedication. To further enhance engagement and optimize internal marketing effectiveness, it is recommended that the firm strengthens its administrative communication channels.
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Cómo citar
Referencias
Abbana, C. y Hassi, A. (2024). The role of internal marketing in employee job satisfaction, affective commitment and turnover intention in Morocco. Rajagiri Management Journal, 18(4), 287-307. https://doi.org/10.1108/RAMJ-04-2023-0081
Almaslukh, F. M. O., Khalid, H. y Sahi, A. M. (2022). The impact of internal marketing practices on employees’ job satisfaction during the COVID-19 pandemic: the case of the Saudi Arabian banking sector. Sustainability, 14(15), 9301. https://doi.org/10.3390/su14159301
Amorim, J. C., Silva, A. L. S., Azevedo, M. A. A. y Soares, M. G. (2024). Endomarketing actions in a metallurgy company Cláudio, MG. Revista Eletrônica de Estratégia e Negócios, 17, e25869. https://doi.org/10.59306/reen.v17e2024e25869
Arfara, C. y Samanta, I (2023). Exploring the impact of internal marketing practices on the commitment to “green” intellectual capital. Business Perspectives, 19(2), 198-210. https://doi.org/10.21511/im.19(2).2023.16
Bejarano, J. F., Roman, M. F., Tacanahui, F. N. y Reyna, E. C. (2025). Impact of Endomarketing Strategies on Employee Engagement and Job Performance in SME Sector Companies in Latin American Contexts. IBIMA Business Review, 2025, 933761. https://doi.org/10.5171/2025.933761
Brown, D. M., Pattinson, S., Sutherland, C. y Davies, M. A. P. (2025). Internal marketing and organizational performance: A systematic review and future research agenda. Journal of Business Research, 194, 115384. https://doi.org/10.1016/j.jbusres.2025.115384
Bunea, O.I., Popescu, R. I., Corboș, R. A., Sabie, O. M. y Trușcă, M. I. (2025). The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment. Journal of Business Economics and Management, 26(1), 145–163. https://doi.org/10.3846/jbem.2025.23371
Chuchuca, G., Morocho, J., Villavicencio, M. y Feijoo, I. (2022). Influence of internal marketing on employee satisfaction and productivity in the retail sector. 593 Digital Publisher CEIT, 7(5-3), 44-56. https://doi.org/10.33386/593dp.2022.5-3.1364
Cuesta, P., Kazakov, S., Loranca, M. C. y Penelas, A. (2025). Internal market orientation and its impact on social and business purpose fulfilment in organisations. Business Strategy & Development, 8(3), e70209. https://doi.org/10.1002/bsd2.70209
Del Rosario, L. A., Feijoo, I. M., Sarmiento, C. B. y Ramón, D. I. (2024). El marketing interno, satisfacción laboral y compromiso de los empleados en las empresas comerciales. Revista Universidad De Guayaquil, 138(1), 13-24. https://doi.org/10.53591/rug.v138i1.2351
Duran, G. S. y Flores, E. (2025). Marketing interno, compromiso organizativo y su relación con el clima laboral del profesorado universitario. Formación universitaria, 18(5), 179-188. https://dx.doi.org/10.4067/s0718-50062025000500179
Fernandes, P., Sousa, B., Veloso, C. y Valeri, M. (2024). The role of endomarketing in human capital management, a study applied to the Minho Urban Quadrilateral. EuroMed Journal of Business, 19(4), 922-942. https://doi.org/10.1108/EMJB-12-2022-0212
Fernández, D., Escurra, M., Zuñiga, R., Mestas, N. y Rojas, C. (2025). Endomarketing y compromiso organizacional en un instituto de formación profesional de Arequipa - Perú. Gestionar: Revista de Empresa y Gobierno, 5(1), 23-39. https://doi.org/10.35622/j.rg.2025.01.002
Ginting, R., Susan, M. y Sulungbudi, B. M. (2024). The Role of Internal Marketing in Building Organizational Commitment and Reducing Turnover Intention Affecting the Improved Performance of Life Insurance Agents in Indonesia. APTISI Transactions on Technopreneurship, 6(1), 56–71. https://doi.org/10.34306/att.v6i1.387
Hu, X., Yu, Q. y Choudrie, J. (2025). Embedding work-life practices into internal marketing: its application in the manufacturing industry. Journal of Strategic Marketing, 33(8), 1036–1059. https://doi.org/10.1080/0965254X.2025.2561659
Nadale, A., Galindo, F. y Garrido, A. (2025). Connecting Internal Communication and Employee Engagement in Organisation: A Systematic Literature Review. Sage Open, 15(4). https://doi.org/10.1177/21582440251399773
Nguyen, C.M.A., Ha, MT. (2023) The interplay between internal communication, employee engagement, job satisfaction, and employee loyalty in higher education institutions in Vietnam. Humanities and social sciences communications, 10 (329). https://doi.org/10.1057/s41599-023-01806-8
Paksoy, H. M., Durmaz, Y., Özbezek, B. D. y Çopuroğlu, F. (2024). The mediating role of organizational commitment in the relationship between internal marketing and job performance: Application in Turkiye. Journal of Economics & Management, 46, 111-142. https://doi.org/10.22367/jem.2024.46.05
Pratama, R. A. y Anindita, R. (2025). The impact of internal marketing on job satisfaction, organizational commitment, and employee loyalty. Jurnal Ekonomi Dan Bisnis, 28(1), 151–168. https://doi.org/10.24914/jeb.v28i1.13323
Richardson N. y Gosnay R. M. (2024), Is Internal Marketing a declining field? If so, why? A literature exploration from a hermeneutic perspective. Corporate Communications: An International Journal, 29(2), 238–256. https://doi.org/10.1108/CCIJ-10-2022-0123
Rodrigues, A. P., Barreira, M., Madeira, C. R. y Vieira, I. (2023). The impact of internal marketing on employee attitudes and behaviours in local public sector organisations. Tourism & Management Studies, 19(3), 41-57. https://doi.org/10.18089/tms.2023.190303
Rudawska, E. y Nickell, D. (2024). Internal marketing activities in creating employee engagement in B2B marketing: The moderating role of cultural differences based on a comparative analysis of Polish and US markets. Equilibrium. Quarterly Journal of Economics and Economic Policy, 19(4), 1449-488. https://doi.org/10.24136/eq.3371
Sackey, B. B., Yang, J., Quansah, P. E., Ekumah, C. A., Arboh, F. y Boadu, B. (2025). Internal marketing orientation and employee innovative behaviour: The mediating role of workforce agility and moderating role of psychological empowerment. Journal of Hospitality and Tourism Insights, 8(2), 674-693. https://doi.org/10.1108/JHTI-01-2024-0063
Salazar, M. A., Martínez, O. J., Gómez, D. y Hernández, L. G. (2025). El marketing interno como clave del compromiso organizacional: La mediación del estrés laboral y la felicidad. Revista de Métodos Cuantitativos para la Economía y la Empresa, 40, 1–26. https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10783
Sarangal, R. K., Nargotra, M., Singh, R. y Singh, G. (2024). Internal Marketing, Faculty Engagement, and Innovative Behavior: An Empirical Study in Higher Education. Jindal Journal of Business Research, 13(2), 227-246. https://doi.org/10.1177/22786821241237025
Serafim, A., Veloso, C. M., Rivera, J. y Sousa, B. (2024). Emotional Intelligence and Internal Marketing as Determinants of Job Satisfaction and Satisfaction with Life among Portuguese Professionals. Sustainability, 16(5), 1932. https://doi.org/10.3390/su16051932
Trejos, C. A. y Quiróz, D. F. (2024). Endomarketing y salud mental positiva ocupacional para mejorar el bienestar empresarial: una revisión sistemática. Revista En-Contexto, 12(22), 165–199. https://doi.org/10.53995/23463279.1774
Tarnowska, K., Pawlak, J., Moczulska, M. y Winkler, R. (2024). The hierarchy of factors important for work engagement in different types of remote working. Sustainability, 16(24), 11004. https://doi.org/10.3390/su162411004
Villavicencio, M. F., Feijoo, I., Cordero, D. y López, M. (2026). The role of internal marketing in job satisfaction: effects on the self-perceived productivity of bank employees in Latin America. Tec Empresarial, 20(1), 48-68. https://dx.doi.org/10.18845/te.v20i1.8394