ESTRATEGIA DE ENDOMARKETING PARA LA EMPRESA VIRREY SOLÍS I.P.S. SEDE ADMINISTRATIVA PRINCIPAL

Abstract

This research project focuses on the importance of the internal customer in the current business environment, highlighting its role in the organizational culture to obtain competitive advantages within the segment. It focuses on the case of Virrey Solis I.P.S., a health sector organization that has presented an increase in staff turnover in recent years. The focus of the research is to apply an endomarketing strategy to strengthen its organizational culture and the employees' sense of belonging to the company. Investigating various authors, the research can be based on the understanding that endomarketing is a formula that can be implemented and measured to achieve an understanding of employees as a primary customer, who will align with corporate values and add motivation. These elements generate a result with a vision aligned with the organization's approach, which is reflected in the management of external customers.