Internal marketing in brazilian credite cooperative

Abstract

Objective: The objective is to analyze Internal Marketing initiatives of a Brazilian credit union, from the viewpoint of its employees. Method: A descriptive quantitative research (911 individuals) was applied, using structural equation and cross-sectional modeling, with an instrument based on Dessler (2006), Lings and Greenley (2005), Tortosa, Moliner and Sánchez (2009) and Park and Tran (2018). Originality/Relevance: The study of specific aspects of Internal Marketing (communication, leadership and information systems) is new in the context of Marketing. Previous work has focused especially in communication, as it already satisfies the most visible need for Marketing activities in organizations. Results: The results indicated that there is an effective contribution of internal communication to organizational objectives, and that the process of communication and leadership play a key role in these objectives. However, it was found that information technology systems, acquired to facilitate the organization's communication process, have a negative influence on internal communication and its objectives. Theoretical/Methodological contributions: This work contributes to the Marketing literature, addressing elements of the Internal Marketing process little studied so far. Managerial contributions: For managerial purposes, the results allow generations-adjusted internal communication decisions, especially gen Y.