Strategic approaches to the impact of endomarketing on organizational culture
Keywords:
endomarketing, organizational culture, customer loyaltyAbstract
This argumentative essay was intended to reflect on the strategic approaches of endomarketing in organizational culture towards the construction of corporate identity, emotional connection with employees and customer loyalty. To do so, it developed the theoretical aspects: strategic foundations of endomarketing in organizational culture, endomarketing for internal cohesion and corporate identity and customer loyalty through endomarketing. In this sense, the study was of a documentary nature with the selection of related articles in each of the indicated sections. In conclusion, it is highlighted that endomarketing strengthens internal cohesion and corporate identity by considering a management involved in the satisfaction and motivation of workers aligned with organizational principles and values, in the perspective of building a positive work environment that fosters commitment, innovation and long-term stability. The future vision of this essay is projected towards the consolidation of endomarketing for the strengthening of organizational culture, confluence of motivation, satisfaction and promotion of sustainable innovative contexts in the organization.
References
Balmer, J. M. T., & Podnar, K. (2021). Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research, 134(7-8), 729-737. https://doi.org/10.1016/j.jbusres.2021.06.016
Borderías, C., & Martini, M. (2020). En las fronteras de la precariedad. Trabajo femenino y estrategias de subsistencia (XVIII-XXI). Historia Social, (96), 63-78.
Chinchay, D., Angulo, C., & Suysuy, E. (2024). Relationship marketing and its influence on customer loyalty in a market in Piura. International Journal of Religion, 5(12), 1403-1412. https://doi.org/10.61707/kaw0se72
Fernandes, R., Sousa, B. B., Fonseca, M., & Oliveira, J. (2023). Assessing the impacts of internal communication: Employer branding and human resources. Administrative Sciences, 13(6), 155. https://doi.org/10.3390/admsci13060155
Guadarrama, E. (2023). El endomarketing como estrategia de responsabilidad social empresarial. FACE Revista de la Facultad de Ciencias Económicas y Empresariales, 23(2), 161-170. https://doi.org/10.24054/face.v23i2.2470
Ibrahim, M. S., & Yesiltas, M. (2021). Impact of internal marketing on loyalty, promotion, and customer relationship considering the mediating roles of training, motivation, and reward. Revista Argentina de Clínica Psicológica, 30(2), 200-211. https://doi.org/10.24205/03276716.2020.4019
Lazarevic, M., & Mosurovic, M. (2023). Organizational structure and organizational culture. Economic Analysis, 23(56), 39-53. https://doi.org/10.28934/ea.23.56.2.pp39-53
Orellana, E.; Pérez, M.; Barsheva Gonzales, C., & Cordova, F. (2023). Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies. European Conference on Innovation and Entrepreneurship, 18(2), 694-703. https://doi.org/10.34190/ecie.18.2.1836
Peña, H., & Villón, S. (2018). Motivación laboral. Elemento fundamental en el éxito organizacional. Revista Scientific, 3(7), 177-192. https://doi.org/10.29394/Scientific.issn.2542-2987.2018.3.7.9.177-192
Trujillo, A.; Tuesta, J.; Viena, M. & Coronado, L. (2021). Endomarketing: Estrategia para la reducción de la rotación de personal millennial en organizaciones mexicanas. Revista de Ciencias Sociales (Ve), 27(Especial 4), 267-282. https://produccioncientificaluz.org/index.php/rcs/article/view/37007/40147
Zhang, W.; Zeng, X.; Liang, H.; Xue, Y. & Cao, X. (2023). Understanding how organizational culture affects innovation performance: A management context perspective. Sustainability, 15(8), 6644. https://doi.org/10.3390/su15086644
