| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 940.05 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Sendo os cuidados de saĆŗde essenciais para que cada cidadĆ£o, nas diversas etapas da sua vida, possa viver em plenitude, o papel das instituiƧƵes prestadoras destes cuidados, bem como de todos quantos prestam serviƧos nestes locais, Ć© de extrema importĆ¢ncia. Assim, Ć© crucial manter todos os colaboradores empenhados ao mĆ”ximo, para que possam prestar o melhor serviƧo possĆvel. Por tudo isto, Ć© importante analisar qual o nĆvel de empenhamento e motivaĆ§Ć£o dos colaboradores, bem como a existĆŖncia de tĆ©cnicas de marketing interno que possam influenciar esse mesmo empenhamento.
O objetivo da presente investigaĆ§Ć£o passa por compreender atĆ© que ponto o marketing interno influencia, ou nĆ£o, o empenhamento dos colaboradores de trĆŖs instituiƧƵes prestadoras de cuidados de saĆŗde. O estudo foi realizado no Hospital da FundaĆ§Ć£o AurĆ©lio Amaro Diniz, em Oliveira do Hospital, no Centro de SaĆŗde de Oliveira do Hospital e na Unidade de Cuidados Continuados SollarBilladonnes em Penacova, fazendo parte do estudo sessenta e seis (66) colaboradores, que se prontificaram a responder a um questionĆ”rio autoadministrado.
Os principais resultados indicam que nas trĆŖs instituiƧƵes sĆ£o utilizadas tĆ©cnicas de marketing interno a um nĆvel mĆ©dio, sendo os fatores mais utilizados a empatia e consideraĆ§Ć£o, as atividades promocionais, a comunicaĆ§Ć£o ascendente e a qualidade do trabalho. O valor e partilha de informaĆ§Ć£o e o benchmarking sĆ£o os aspetos menos valorizados.
Relativamente ao empenhamento organizacional, nestas instituiƧƵes predomina o empenhamento afetivo e o instrumental, apresentando um nĆvel mĆ©dio.
No que respeita Ć relaĆ§Ć£o entre o marketing interno e o empenhamento organizacional, verificou-se que nas trĆŖs instituiƧƵes em estudo se estabelece uma relaĆ§Ć£o moderada entre as duas variĆ”veis.
Being healthcare services essential to each citizen towards a fulfilled life, in all its various stages, the role of the health institutions, as well as those who provide services in these places, is extremely important. It is therefore crucial to keep all employees committed to its fullest so that they can provide the best service possible. Through all this, it is important to consider the level of commitment and motivation of every employee, as well as the existence of internal marketing techniques, which might influence that same commitment. The goal of the current research is to understand if internal marketing influences, or not, the employees commitment from this three healthcare institutions. The study was carried out at āHospital da FundaĆ§Ć£o AurĆ©lio Amaro Dinizā, in Oliveira do Hospital, at āCentro de SaĆŗde de Oliveira do Hospitalā and at āUnidade de Cuidados Continuados Sollar Billadonnesā, in Penacova, being part of the study sixty-six (66) employees, who were fully committed to respond to the self-administered questionnaire. The main results indicate that the three institutions use internal marketing techniques in a medium level and the most important factors are empathy and consideration, dynamic activities, the upward communication and the work quality. The value and sharing information and benchmarking are the least used features. In relation to organizational commitment, at these institutions, prevail affective and instrumental commitment, in an average level. In relation to the relationship between internal marketing and organizational commitment, we verify that these three institutions establish a middle level between the two variables.
Being healthcare services essential to each citizen towards a fulfilled life, in all its various stages, the role of the health institutions, as well as those who provide services in these places, is extremely important. It is therefore crucial to keep all employees committed to its fullest so that they can provide the best service possible. Through all this, it is important to consider the level of commitment and motivation of every employee, as well as the existence of internal marketing techniques, which might influence that same commitment. The goal of the current research is to understand if internal marketing influences, or not, the employees commitment from this three healthcare institutions. The study was carried out at āHospital da FundaĆ§Ć£o AurĆ©lio Amaro Dinizā, in Oliveira do Hospital, at āCentro de SaĆŗde de Oliveira do Hospitalā and at āUnidade de Cuidados Continuados Sollar Billadonnesā, in Penacova, being part of the study sixty-six (66) employees, who were fully committed to respond to the self-administered questionnaire. The main results indicate that the three institutions use internal marketing techniques in a medium level and the most important factors are empathy and consideration, dynamic activities, the upward communication and the work quality. The value and sharing information and benchmarking are the least used features. In relation to organizational commitment, at these institutions, prevail affective and instrumental commitment, in an average level. In relation to the relationship between internal marketing and organizational commitment, we verify that these three institutions establish a middle level between the two variables.
Description
Keywords
Marketing interno PrestaĆ§Ć£o de cuidados de saĆŗde - Unidade de saĆŗde