Impact of endomarketing on job satisfaction in professional services in metropolitan Arequipa
DOI:
https://doi.org/10.15381/gtm.v28i55.28865Keywords:
endomarketing, job satisfaction, Arequipa, professional servicesAbstract
This study aims to analyze the impact of endomarketing, as an independent variable, on job satisfaction, as a dependent variable, in the professional services sector of Metropolitan Arequipa during 2022, thus filling the existing information gap in this context. A descriptive and explanatory methodological approach was adopted, with a non-experimental and cross-sectional design. The sample, selected by stratified random cluster sampling, consisted of 380 workers. Data were collected through a structured questionnaire with a Likert scale, adapted from instruments validated by Huang et al. (2019) for endomarketing and Palma (2008) for job satisfaction. The results show that endomarketing significantly affects job satisfaction. In the model, the coefficient of 10.354 represents the base value of the latter when the independent variables are equal to zero. Likewise, internal communication (coefficient = 0.407), training (coefficient = 0.377) and endomarketing feedback (coefficient = 1.574) have a positive and significant impact on job satisfaction. In conclusion, the results highlight the importance of investing in continuous training programs, establishing effective feedback mechanisms, and improving internal communication systems to enhance job satisfaction in organizations.
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