Browsing by Author "Chiluisa Caisa, Mariela Liseth"

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    El endomarketing y el compromiso organizacional en el GAD Municipal Intercultural del cantón Pujilí.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi (UTC), 2024-08) Chiluisa Caisa, Mariela Liseth; Yautibug Ñacato, Jessica Denisse; Romero Poveda, Angelita Elizabeth
    The main objective of this research was to propose Endomarketing strategies to improve organizational commitment at the GAD Municipal Intercultural de Pujilí. For this, a methodology with a quantitative approach was used, with a non-experimental design and a descriptive cross-sectional method, to diagnose the current state of Endomarketing practices in the organization and to examine the organizational commitment of 71 employees. The results showed that 30.99% of the employees perceive a low level of Endomarketing, 35.21% a medium level, and 33.80% a high level. As for organizational commitment, 12.68% of the employees feel highly committed, 47.89% show a medium level, and 39.44% a high level. Therefore, six Endomarketing strategies have been proposed. Those are benefits and recognition programs, training and professional growth programs, onboarding, support and wellness programs, a monthly newsletter, and periodic team meetings. Each of these strategies shares the same purpose: to improve the organizational commitment of employees. These strategies aim to enhance employees' organizational commitment, strengthen their sense of belonging and loyalty, and contribute to better organizational performance and a positive and motivating work environment.