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Abstract(s)
Face à evolução e às transformações sócio-demográficas e políticas dos últimos anos, houve necessidade de transformação das modelos de gestão das organizações para modelos mais eficientes e adequados às reais necessidades dos cidadãos. O Marketing Interno (MI) surge como uma ferramenta de gestão que tem como principal objectivo desenvolver uma organização centrada no cliente, motivando e capacitando os seus colaboradores a alcançar objectivos organizacionais.
Esta investigação tem como principal objectivo verificar a existência de práticas de MI nas Organizações de Saúde e verificar se essas práticas influenciam a motivação dos colaboradores, bem como, se essas práticas diferem entre entidades públicas e privadas. Para tal, utilizaram-se dois instrumentos de avaliação, o questionário de Marketing Interno adaptado de Jou, Chou e Lu (2008) e o Multi-Moti Escala Multi-Factorial de Motivação no trabalho de Ferreira, Diogo, Valente (2006). Participaram no estudo 234 enfermeiros que trabalham em Hospitais EPE (entidade pública) e UCC (entidade privada), com idades compreendidas entre os 23 e os 58 anos de idade.
Os resultados indicaram que as organizações de saúde estudadas recorrem a estratégias de MI apesar da sua percepção ser baixa, e que estas influenciam a motivação dos colaboradores. Verificou-se ainda que existem diferenças significativas nos procedimentos de MI e na motivação dos colaboradores entre Hospitais EPE e UCC embora apenas em algumas dimensões.
It has been necessary to change the models of management of the organizations into more efficient and adequate models and adapted them to the real needs of the citizens, due to the socio - demographic and political changes in the last years. Internal marketing (IM) was introduced as a management tool with the main goal of developing an organization focused on the costumer motivating enabling their employees to achieve the organizational goals. The main goal of this research is to verify the existence of IM practices in Health organizations and check whether these practices influence the employees’ motivation, as well as, if these practices differ between public and private organizations. Thus, two instruments of evaluation were used, the marketing questionnaires adapted from Jou, Chou and Lu (2008) and the multi-Moti Multi -Factorial of motivation scale at work from Ferreira, Diogo, Valente (2006).Two hundred and thirty four nurses aged between 23 and 58, who work at Hospitals EPE (public entity) e UCC (private entity), took part in the study. The results show that the explanatory model is adequated and so it was verified that the health organizations which were studied appealed to IM strategies in spite of the fact that its perception was low , and that these influenced the employees’ motivation. It was also found that there are differences in internal marketing perceptions and employees’ motivations between EPE’s Hospitals and UCC’s although only in some dimensions.
It has been necessary to change the models of management of the organizations into more efficient and adequate models and adapted them to the real needs of the citizens, due to the socio - demographic and political changes in the last years. Internal marketing (IM) was introduced as a management tool with the main goal of developing an organization focused on the costumer motivating enabling their employees to achieve the organizational goals. The main goal of this research is to verify the existence of IM practices in Health organizations and check whether these practices influence the employees’ motivation, as well as, if these practices differ between public and private organizations. Thus, two instruments of evaluation were used, the marketing questionnaires adapted from Jou, Chou and Lu (2008) and the multi-Moti Multi -Factorial of motivation scale at work from Ferreira, Diogo, Valente (2006).Two hundred and thirty four nurses aged between 23 and 58, who work at Hospitals EPE (public entity) e UCC (private entity), took part in the study. The results show that the explanatory model is adequated and so it was verified that the health organizations which were studied appealed to IM strategies in spite of the fact that its perception was low , and that these influenced the employees’ motivation. It was also found that there are differences in internal marketing perceptions and employees’ motivations between EPE’s Hospitals and UCC’s although only in some dimensions.
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Keywords
Marketing interno - Organizações de saúde Marketing interno - Recursos humanos