Citas bibligráficas
Taxa, M., (2017). Relación de la comunicación de dispositivos móviles sobre acciones de endomarketing con el compromiso del cliente interno: los mensajes de texto de las Olimpiadas 2017 de la Clínica Ricardo Palma [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652210
Taxa, M., Relación de la comunicación de dispositivos móviles sobre acciones de endomarketing con el compromiso del cliente interno: los mensajes de texto de las Olimpiadas 2017 de la Clínica Ricardo Palma [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2017. http://hdl.handle.net/10757/652210
@misc{renati/390601,
title = "Relación de la comunicación de dispositivos móviles sobre acciones de endomarketing con el compromiso del cliente interno: los mensajes de texto de las Olimpiadas 2017 de la Clínica Ricardo Palma",
author = "Taxa Gil, Miriam Miluska",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2017"
}
The main objective of this research is to identify the relationship of text messages in the communication of endomarketing actions and their influence on the organizational commitment of the internal customer. To do this, a review of the conceptualization around organizational commitment was made, based on the model of Allen and Meyes, and its importance for the improvement of the company. Next, the issue of endomarketing or internal marketing was studied in relation to the communication of internal actions, messaging services and their relationship with commitment. The study, aimed at employees of the Ricardo Palma Clinic during the 2017 Olympics, aims to prove a negative association between commitment and messaging services, despite being a channel that is quite close to a user. Using a case study with a conclusive quantitative approach, a total of 142 collaborators were evaluated through surveys. In both cases the commitment questionnaire by Allen and Meyer was evaluated by María Bohnenberger (2005) on the association of endomarketing with commitment; in addition, Herrera’s (2011) communication channels perception was use, under Likert scale. The final part of the research consist of a description of the case, analysis and results, where the aim is to demonstrate the degree of relationship between messaging services (SMS) as an ideal resource and its impact on increasing commitment.
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