Endomarketing as a strategy to generate motivation of collaborators in micro and small businesses in Peru

Vergaray Huamán J.C.; Reyes Ulfe J.C.; León Cavero F.R.; León León S.R. · Revista de Ciencias Sociales (2024) · DOI: 10.31876/rcs.v30i.42267

Resumen

Human potential is the most valuable capital in micro and small businesses, with its activities developed effectively they allow the fulfillment of the proposed goals, to achieve these results it is necessary to develop strategies that allow them to be motivated, to achieve this we have Endomarketing. The research is focused on knowing how the application of endomarketing strategies generates the motivation of employees of micro and small businesses in the district of Barranca-Peru. The approach applied was quantitative, descriptive - correlational, the survey technique was used and the questionnaire was used as an instrument, the sample was made up of 120 collaborators from micro and small companies. The results show that the application of Endomarketing and motivation is of a medium level; Likewise, it is evident that personnel development and adaptation at work are important strategies to generate workers to develop their work intensely and with persistence. In conclusion, the owners of micro and small businesses must pay attention to these strategies to strengthen them and rethink those of staff retention and internal communication, to promote identification with the company and the adequate performance of workers. © (2024), (Universidad del Zulia). All rights reserved.

Instituciones: Universidad Nacional de Barranca; Universidad Nacional José Faustino Sánchez Carrión; Universidad Privada del Norte