Endomarketing: Estrategia para la reducción de la rotación de personal millennial en organizaciones mexicanas

Abstract

Marketing has been a managerial tool to overcome periods of economic crisis and improve the commercial operations of organizations, and with it the well-being of their employees. The purpose of the research is to determine the relationships between endomarketing strategies and labor rotation of millennial staff, measured through the intention of permanence in the company Comercializadora Global S.A. de C.V. The applied method is based on a mixed approach; the technique used was the survey and, as an instrument, a questionnaire applied to a total sample of 70 participants, selected under a simple random probability sampling. The results of the correlational analysis indicate that the endomarketing and intention to stay strategies show a high level of bilateral significance, with positive correlation coefficients, which validates an association between endomarketing and job rotation, measured through the intention of permanence. It is concluded, that the employees called millennials, represent a high valuable market segment for companies, and their endomarketing strategies may allow them to have a higher grade of motivation, knowledge, positive reactions when facing new projects or challenges, innovation capability and decision-making participation at the company.