The impact of internal communication on the employees at organizations
Acceso abierto / Sarbide irekia
Trabajo Fin de Grado/Gradu Amaierako Lana
Nowadays, marketing practices in companies are essential for the successful performance of a company. However, despite having an effective internal marketing does not seem to be so urgent in the daily functioning of an organization, it is proved to cause an immense impact on firms and, more specifically, on its internal customers (what is known as the employees). The objective of this paper i ... [++]
Nowadays, marketing practices in companies are essential for the successful performance of a company. However, despite having an effective internal marketing does not seem to be so urgent in the daily functioning of an organization, it is proved to cause an immense impact on firms and, more specifically, on its internal customers (what is known as the employees). The objective of this paper is to analyse the effects caused by an internal communication system, which is considered an internal marketing tool, on the workforce of a certain firm. For the elaboration of it, the first part of the study will review the literature on these internal practices, underlining the framework of the internal communication (channels, impact, etc.) and its repercussion on the employees. In order to support this theory, the case of a real company will be used and the analysis of its specific internal communication system will be carried out. On the one hand, it is going to make use of the Opinion Barometer, which is an internal statistical tool used by this company for learning and improving the opinion that workers have regarding their workplace and company in general. On the other hand, a survey which will enable us to know the perception employees have about the firm´s communication system and channels has been elaborated. With the empirical data obtained in such specific firm, the aim is to get an outcome in light with the previously presented theory, and as a way of concluding the study, include some implications for the firm. [--]
Internal marketing, Internal customer orientation, Internal marketing processes, Internal communication, Volkswagen Navarra, Workforce, Opinion barometer, Survey
Graduado o Graduada Internacional en Administración y Dirección de Empresas/Graduado o Graduada Internacional en Economía por la Universidad Pública de Navarra / Enpresen Administrazio eta Zuzendaritzan Nazioarteko Graduatua / Ekonomia Gradua Nafarroako Unibertsitate Publikoan
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