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Atualmente, as organizações devem compreender que para alcançar o cliente externo, primeiro é necessário que se alcance o cliente interno, isto é, devem praticar o marketing interno. O presente estudo tem como objetivo verificar se as PMEs da Região de Lafões praticam marketing interno e de que forma este conceito é assumido como uma estratégia para motivar os colaboradores. Neste sentido, o estudo desenvolveu-se segundo uma metodologia qualitativa, descritiva e exploratória, através da aplicação de um questionário às PMEs da Região de Lafões. A amostra compreende dez empresas, que praticam marketing interno. Concluiu-se que as empresas que praticam marketing interno utilizam várias estratégias para motivar os seus colaboradores como: comunicação e partilha de informação, promoção do envolvimento e relacionamento entre os colaboradores na realização das tarefas, pratica de reconhecimento, confiança, valorização, elogio e compromisso, desenvolvimento do espírito de equipa, liderança, motivação sistemas de avaliação de desempenho e criação de ações de “Team building”, que são por estas, consideradas importantes para a prática e sucesso do marketing interno e motivação dos colaboradores.
Currently, organizations must understand that, to reach the external costumer they must, first reach the internal costumer, that is, they must practice internal marketing. The present study has the objective to verify if the SMB’s of the Lafões Region practice internal marketing and in which form this concept is assumed as a strategy to motivate the collaborators. In this sense, the study was developed according to a qualitative, descriptive and exploratory methodology, through a questionnaire provided to the collaborators of SMB’s of Lafões Region. The sample comprises of ten companies, which practice internal marketing. It was concluded that the companies that practice internal marketing apply various strategies to motivate their collaborators such as: communication and information sharing, promoting the involvement and relationship between collaborators in task accomplishment, practicing recognition, trust, valorization, compliment and commitment, developing team spirit, leadership, motivation, performance evaluation and team building. These are considered important in practicing internal marketing and collaborator motivation.
Currently, organizations must understand that, to reach the external costumer they must, first reach the internal costumer, that is, they must practice internal marketing. The present study has the objective to verify if the SMB’s of the Lafões Region practice internal marketing and in which form this concept is assumed as a strategy to motivate the collaborators. In this sense, the study was developed according to a qualitative, descriptive and exploratory methodology, through a questionnaire provided to the collaborators of SMB’s of Lafões Region. The sample comprises of ten companies, which practice internal marketing. It was concluded that the companies that practice internal marketing apply various strategies to motivate their collaborators such as: communication and information sharing, promoting the involvement and relationship between collaborators in task accomplishment, practicing recognition, trust, valorization, compliment and commitment, developing team spirit, leadership, motivation, performance evaluation and team building. These are considered important in practicing internal marketing and collaborator motivation.
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Marketing interno Motivação Região de Lafões Internal marketing Motivation Lafões region