O impacto do marketing interno em atitudes e comportamentos dos colaboradores: aplicação a organizações de saúde
Data
2019-04-11
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A presente dissertação pretende estudar o impacto do marketing interno (MI) nas atitudes e comportamentos dos colaboradores de uma organização de saúde. Os objetivos gerais deste estudo centram-se em dois eixos, a saber: o primeiro eixo prende-se com a influência que a aplicação do MI exerce na satisfação profissional, no comprometimento organizacional e na confiança que o colaborador tem na respetiva organização. O segundo eixo analisará a relação, existente ou não, entre a referida aplicação do MI e o desempenho profissional do colaborador. Nos últimos anos, a sociedade e as organizações têm testemunhado alterações contínuas dos mercados de saúde. Perante este contexto, torna-se urgente e fundamental dar uma resposta imediata aos objetivos propostos pelas organizações, as quais, regra geral, e ainda que inconscientemente, acabam por pressionar os seus colaboradores de forma a alcançarem os melhores resultados. Face a este panorama, o MI vem sendo cada vez mais estudado pelas organizações com o intuito de manter os colaboradores motivados e satisfeitos para com o trabalho, influenciando, portanto, o seu comportamento profissional. O estudo realizado apoiou-se numa abordagem quantitativa com base na aplicação de um questionário aos colaboradores do CHMT, EPE. Para o tratamento e análise dos dados recolhidos utilizou-se o software SPSS e o programa AMOS. Os resultados apontam que o MI influencia positivamente a satisfação profissional, o comprometimento organizacional e a confiança na instituição. O desempenho profissional é influenciado pela satisfação profissional e pela confiança na instituição. Não existe influência direta entre o MI e o desempenho profissional. Contudo, o MI tem efeito indireto, mediado pela satisfação profissional, pelo comprometimento organizacional e pela confiança na instituição, sobre o desempenho profissional. Assim, este estudo visa contribuir para o avançar da investigação relativa à gestão de organizações de saúde, por meio de dados estatísticos e consequentes conclusões, já que escasseiam resultados pertinentes e concisos relacionados com esta temática.
The present study endeavours to study the impact of internal marketing (IM) on the attitudes and behaviour of collaborators of health organization. This study focuses on two main aims: the first deals with the influence that the IM has on professional fulfilment, institutional commitment and the collaborators’ reliability on the institution. The second aim has its core on the relationship, whether it exists or not, between the above mentioned application of the IM and the development of the collaborators’ professional performance. Over the last years, society and health institutions have suffered continuous changes concerning health markets. Thus, it is of the utmost urgency to provide immediate and accurate feedback to the objectives of these organizations, which (unconsciously) put the stress on the collaborators (working under extreme pressure) so as to reach the highest market results. Bearing such context in mind, some organizations have devoted their researchers to the study of the IM in order to make collaborators more satisfied and motivated towards their everyday work, which will influence professional performance. The study was based on a quantitative approach based on the application of a questionnaire to the employees of CHMT, EPE. For treatment and analysis of the data collected was used SPSS software and AMOS program. The results point that IM positively influences the professional satisfaction, the organizational commitment and the trust in the institution. The professional performance is influenced by professional satisfaction and the trust in the institution. There’s no direct influence between the IM and the professional performance. However, the IM has an indirect effect, mediated by job satisfaction, by organizational commitment and the trust in the institution, on the professional performance. Consequently, this study intends to provide more to the research on the referred area of knowledge – internal marketing within health organizations and its collaborators – an area lacking concise and accurate information.
The present study endeavours to study the impact of internal marketing (IM) on the attitudes and behaviour of collaborators of health organization. This study focuses on two main aims: the first deals with the influence that the IM has on professional fulfilment, institutional commitment and the collaborators’ reliability on the institution. The second aim has its core on the relationship, whether it exists or not, between the above mentioned application of the IM and the development of the collaborators’ professional performance. Over the last years, society and health institutions have suffered continuous changes concerning health markets. Thus, it is of the utmost urgency to provide immediate and accurate feedback to the objectives of these organizations, which (unconsciously) put the stress on the collaborators (working under extreme pressure) so as to reach the highest market results. Bearing such context in mind, some organizations have devoted their researchers to the study of the IM in order to make collaborators more satisfied and motivated towards their everyday work, which will influence professional performance. The study was based on a quantitative approach based on the application of a questionnaire to the employees of CHMT, EPE. For treatment and analysis of the data collected was used SPSS software and AMOS program. The results point that IM positively influences the professional satisfaction, the organizational commitment and the trust in the institution. The professional performance is influenced by professional satisfaction and the trust in the institution. There’s no direct influence between the IM and the professional performance. However, the IM has an indirect effect, mediated by job satisfaction, by organizational commitment and the trust in the institution, on the professional performance. Consequently, this study intends to provide more to the research on the referred area of knowledge – internal marketing within health organizations and its collaborators – an area lacking concise and accurate information.
Descrição
Dissertação de Mestrado em Gestão dos Serviços de Saúde
Palavras-chave
Marketing interno , Satisfação dos colaboradores , Comprometimento organizacional , Confiança na instituição