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Marketing interno nos estabelecimentos hoteleiros: a aplicabilidade do marketing interno como forma de obtenção de qualidade de serviço ao cliente
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Abstract(s)
O objetivo principal desta dissertação é estudar a influência do Marketing Interno no grau de motivação, satisfação e fidelização do colaborador. Pretende-se uma abordagem ao nível operacional, que fortemente influencia o mercado hoteleiro e que o condiciona nas estratégias de gestão dos recursos humanos e na retenção do colaborador, analisando a inter-relação entre comunicação e motivação e o seu
impacto global sobre o desempenho do colaborador.
A amostra neste estudo são colaboradores de unidades hoteleiras de 4 e 5 estrelas do Porto e Norte de Portugal e foi realizado através da aplicação de um questionário.
Através da aplicação deste questionário podemos aferir a aplicabilidade do marketing interno nas estruturas hoteleiras, em especial numa perspetiva de comunicação versus motivação.
Os resultados demonstram a forte correlação entre estes dois fatores (comunicação e motivação) e evidenciam que uma comunicação efetiva por parte dos gestores leva a um elevado grau de motivação, potencia a qualidade e perspetiva uma melhor imagem da organização percebida pelo colaborador.
The main purpose of this thesis is to study how internal marketing influences the staff's degree of motivation, satisfaction and loyalty. We aim at an operational level approach, which strongly influences the hospitality industry and which influences its human resources management strategies and staff retention. We will do so by analyzing the correlation between communication and motivation and its global impact on staff's performance. The sample in this study is made up of the staff from 4 and 5 star hotels in Porto and Northern Portugal. A questionnaire was used for assessing the applicability of internal marketing in hotel organizational structures, mainly in a communication vs. motivation perspective. The results show a definite correlation between these two factors (communication and motivation) and point out that an effective communication on the part of management leads to a high level of motivation, potentiates the quality and perspective a better image of the organization perceived by the collaborator.
The main purpose of this thesis is to study how internal marketing influences the staff's degree of motivation, satisfaction and loyalty. We aim at an operational level approach, which strongly influences the hospitality industry and which influences its human resources management strategies and staff retention. We will do so by analyzing the correlation between communication and motivation and its global impact on staff's performance. The sample in this study is made up of the staff from 4 and 5 star hotels in Porto and Northern Portugal. A questionnaire was used for assessing the applicability of internal marketing in hotel organizational structures, mainly in a communication vs. motivation perspective. The results show a definite correlation between these two factors (communication and motivation) and point out that an effective communication on the part of management leads to a high level of motivation, potentiates the quality and perspective a better image of the organization perceived by the collaborator.
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Keywords
Recursos humanos Marketing interno Comunicação interna e motivação Human resources Internal marketing Internal communication and motivation