Endomarketing, motivação e cultura nacional : um estudo em uma empresa portuguesa de e-commerce
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2019
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Este estudo analisa como o endomarketing é utilizado em uma empresa portuguesa de pequeno porte, da área de e-commerce de soluções integradas para banho, e verifica sua relação com a motivação laboral de seus colaboradores. Além disso, propõe-se um modelo de associação entre teorias de motivação laboral, endomarketing e cultura nacional, que foi avaliado em um pré-teste com os participantes deste estudo. Primeiramente, revisou-se a bibliografia existente acerca dos temas endomarketing, motivação e cultura, verificando o que é conhecido sobre a conexão entre eles. No âmbito empírico, foram aplicados inquéritos a colaboradores da empresa estudada, com o objetivo de perceber como o endomarketing é utilizado pela organização, de acordo com a concordância dos participantes, verificar a percepção dos funcionários sobre a importância destas ferramentas na sua motivação laboral, apontar sugestões de melhorias ao programa de endomarketing da organização, identificar a importância atribuída a cada uma das dez motivações laborais, e validar o modelo proposto neste estudo, que associa estes três tópicos. Trata-se, portanto, de um estudo quantitativo, seguindo o paradigma positivista e usando-se a metodologia de survey. Os resultados foram analisados através da ferramenta MATLAB 2019 e expostos em gráficos, relativos a cada dimensão do endomarketing, conforme a matriz de importância e desempenho de Slack e Lewis (2009). Concluiu-se que a empresa PTX aplica ações de endomarketing e que seus colaboradores atribuem às variáveis apresentadas uma grande importância para a sua motivação laboral, apesar de não estarem satisfeitos com o quadro atual relativo a alguns destes atributos. A dimensão Custo é a que demanda maior urgência e atenção da empresa, visto que todas as variáveis avaliadas foram enquadradas abaixo da linha de desempenho mínimo, seguida pelas dimensões Companhia e Coordenação. Os atributos da dimensão Comunicação foram os que obtiveram os melhores resultados, estando todos na zona adequada. Ao analisar-se os resultados obtidos, não se atingiu uma conclusão clara que confirme a associação entre os atributos do endomarketing, os tipos de motivação laboral e a cultura nacional conforme o modelo sugerido.
This study analyses how endomarketing is used in a small Portuguese company, in the e-commerce business of integrated bath solutions, and verifies its relationship with the labour motivation of its employees. In addition, it proposes an association model between the labour motivation, endomarketing and national culture theories, which was assessed on a pre-test with the participants of this study. Firstly, the existing literature on endomarketing, motivation and culture were reviewed, learning what is known about the connection between them. In the empirical context, surveys were applied to employees of the studied company, with the objective of understanding how endomarketing is used by the organization, according to the participants’ evaluation, of verifying the employees' perception about the importance of these tools in their labour motivation, of suggesting improvements to the organization's endomarketing program, of identifying the importance attributed to each of the ten labour motivations, and of validating the model proposed in this study, which associates these three topics. Therefore, it is a quantitative study, following the positivist paradigm and using the survey methodology. The results were analysed using the MATLAB 2019 tool and displayed in graphs, relative to each endomarketing dimension, according to the importance and performance matrix of Slack and Lewis (2009). It was concluded that the company PTX applies endomarketing actions and its employees attribute to the presented variables a great importance for their labour motivation, although they are not satisfied with the current situation regarding some of these attributes. The Cost dimension is the one that demands the most urgency and attention from the company, since all the evaluated variables were found below the minimum performance line, followed by the Company and Coordination dimensions. The attributes of the Communication dimension were the ones that obtained the best results, all being in the appropriate zone. Analysing the results obtained, it wasn’t possible to reach a clear conclusion, that confirms the association between the attributes of endomarketing, the types of labour motivation and the national culture, as per the suggested model.
This study analyses how endomarketing is used in a small Portuguese company, in the e-commerce business of integrated bath solutions, and verifies its relationship with the labour motivation of its employees. In addition, it proposes an association model between the labour motivation, endomarketing and national culture theories, which was assessed on a pre-test with the participants of this study. Firstly, the existing literature on endomarketing, motivation and culture were reviewed, learning what is known about the connection between them. In the empirical context, surveys were applied to employees of the studied company, with the objective of understanding how endomarketing is used by the organization, according to the participants’ evaluation, of verifying the employees' perception about the importance of these tools in their labour motivation, of suggesting improvements to the organization's endomarketing program, of identifying the importance attributed to each of the ten labour motivations, and of validating the model proposed in this study, which associates these three topics. Therefore, it is a quantitative study, following the positivist paradigm and using the survey methodology. The results were analysed using the MATLAB 2019 tool and displayed in graphs, relative to each endomarketing dimension, according to the importance and performance matrix of Slack and Lewis (2009). It was concluded that the company PTX applies endomarketing actions and its employees attribute to the presented variables a great importance for their labour motivation, although they are not satisfied with the current situation regarding some of these attributes. The Cost dimension is the one that demands the most urgency and attention from the company, since all the evaluated variables were found below the minimum performance line, followed by the Company and Coordination dimensions. The attributes of the Communication dimension were the ones that obtained the best results, all being in the appropriate zone. Analysing the results obtained, it wasn’t possible to reach a clear conclusion, that confirms the association between the attributes of endomarketing, the types of labour motivation and the national culture, as per the suggested model.
Descrição
Orientação: Carla Marisa Rebelo de Magalhães
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, MARKETING INTERNO, MOTIVAÇÃO, IDENTIDADE NACIONAL, CULTURA, EMPRESAS PORTUGUESAS, MANAGEMENT, INTERNAL MARKETING, MOTIVATION, NATIONAL IDENTITY, CULTURE, PORTUGUESE COMPANIES