Endomarketing and organizational commitment in a vocational training institute in Arequipa - Peru
DOI:
https://doi.org/10.35622/j.rg.2025.01.002Keywords:
internal marketing, staff commitment, labor relations, organizational climate, educational institutionsAbstract
This study aimed to analyze the relationship between endomarketing and organizational commitment at the CAAP Asesoría e Investigación Institute of Professional Training, located in the city of Arequipa, Peru. The research followed a quantitative approach, with a non-experimental, cross-sectional, and correlational scope design. A census sampling was applied to a population of 41 collaborators, including administrative staff, teachers, coordinators, and support personnel. The survey technique was used, and data collection instruments consisted of two structured questionnaires, validated by expert judgment and with adequate reliability levels. The data were analyzed using SPSS statistical software, applying descriptive statistics and Pearson's correlation test. The results showed that endomarketing was mostly perceived at a medium level, with weaknesses in internal communication and organizational climate. Likewise, organizational commitment was mainly reflected in the normative and continuance dimensions, with affective commitment being the lowest. The correlation between the two variables was positive and significant, indicating that greater perception of endomarketing strategies results in higher organizational commitment among staff. It was concluded that strengthening internal practices focused on the employee experience can significantly contribute to talent retention and the achievement of a strong organizational culture in the educational context.
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