Endomarketing Management and Staff Engagement of a Municipality in Peru

• Published in: International Journal of Professional Business Review Vol. 8; no. 8; p. e03009
• Main Authors: Osambela, Javier Eduardo Santivañez de, Pimentel, Johnny Félix Farfán, Arenas, Raúl Delgado
• Format: Journal Article
• Language: English
• Published: 07.08.2023
• Subjects: Communication; Endomarketing; Engagement; Municipality; Public Services
• ISSN: 2525-3654; 2525-3654
• DOI: 10.26668/businessreview/2023.v8i8.3009

Purpose: To determine the relationship between endomarketing management and staff engagement in a municipality in Lima-Peru.   Theoretical framework: Kotler and Amstrong (2014) argued that endomarketing consists of the application of theories, techniques, rules of strategic marketing and human resource management at all levels of the organization, seeking to continuously improve the service offered to employees or internal customers. In this sense, employees are seen as corporate partners who need to feel satisfied, so that they work motivated and committed to provide high quality products and services that meet the expectations of the consumer public. Also, Rosen (2020) stated that engagement occurs when employees feel part of the company, i.e., they have an internal incentive, a broad motivation and a sense of commitment quite genuine, it has an exponential growth, as they themselves intervene by contributing novel ideas and care to identify problematic situations.   Design/methodology/approach: As stated by Agudelo et al. (2008) the variables were not manipulated, so the design was non-experimental. Likewise, Bernal (2016) argued that, when performing calculations for a research it is of quantitative approach, and if it intends to relate two or more variables it is a correlational work, Likewise, Morgan et al. (2019) argued that as it has been started from hypotheses that can be corroborated or refuted to confront events, the method was hypothetical deductive. And taking into account what was proposed by Salkind, & Bruce (2021), the cut is transversal because the collection of information has been carried out in a limited time frame.   Findings: It is evident that 58.82% consider endomarketing to be good, not so far from the average level of 41.18% who observed it to be fair and there were no expressions of finding it bad; in the case of engagement, a considerable 70.59% find it good, which is quite far from the opinion of 27.06% who consider it to be acceptable and only 2.35% perceive engagement to be bad.   Research, Practical & Social implications: On the other hand, in the practical argumentation, stated Salkind, & Bruce (2021), reference is made to the fact that with the results obtained corrective measures can be taken to optimize the services of the municipality, which finally leads to a social argumentation, as the users of local government services benefit. Finally, according to Hernández et al. (2014), the social justification is due to the fact that, if the appropriate corrective measures are applied, the users of local government services will benefit.   Originality/value: The present work is methodologically postulated because the questionnaires have been adapted for the public sector and the concepts were discussed with an expertise and depth that may be useful in the future for those interested in delving into the conceptions of the variables.