Cargando…

Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador

Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends...

Descripción completa

Detalles Bibliográficos
Autores principales: González Santa Cruz, Francisco, Moreira Mero, Nelly, Loor Alcívar, María Iliana, Hidalgo Fernández, Amalia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7545790/
https://www.ncbi.nlm.nih.gov/pubmed/33101149
http://dx.doi.org/10.3389/fpsyg.2020.580673
_version_ 1783592102463012864
author González Santa Cruz, Francisco
Moreira Mero, Nelly
Loor Alcívar, María Iliana
Hidalgo Fernández, Amalia
author_facet González Santa Cruz, Francisco
Moreira Mero, Nelly
Loor Alcívar, María Iliana
Hidalgo Fernández, Amalia
author_sort González Santa Cruz, Francisco
collection PubMed
description Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends to analyze the dimensions of internal marketing, through the validation of a measuring instrument that has been adapted to this sector of the social economy, in a developing country. The methodology is based on the completion of field work, where a structured questionnaire for a representative sample of 2,499 employees and officers of the operatives of Ecuador was applied. The suitability of the scale was determined through the means of a model of Ecuadoran structural equations. The results show that internal marketing is a multi-dimensional construct and it can be measured in six dimensions: Identify Value Exchange (IVE), Internal Market Segmentation (IMS), Internal Communication (IC), Management Concern (MC), Training (TR), and Work/Family Balance (WFB).
format Online
Article
Text
id pubmed-7545790
institution National Center for Biotechnology Information
language English
publishDate 2020
publisher Frontiers Media S.A.
record_format MEDLINE/PubMed
spelling pubmed-75457902020-10-22 Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador González Santa Cruz, Francisco Moreira Mero, Nelly Loor Alcívar, María Iliana Hidalgo Fernández, Amalia Front Psychol Psychology Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends to analyze the dimensions of internal marketing, through the validation of a measuring instrument that has been adapted to this sector of the social economy, in a developing country. The methodology is based on the completion of field work, where a structured questionnaire for a representative sample of 2,499 employees and officers of the operatives of Ecuador was applied. The suitability of the scale was determined through the means of a model of Ecuadoran structural equations. The results show that internal marketing is a multi-dimensional construct and it can be measured in six dimensions: Identify Value Exchange (IVE), Internal Market Segmentation (IMS), Internal Communication (IC), Management Concern (MC), Training (TR), and Work/Family Balance (WFB). Frontiers Media S.A. 2020-09-25 /pmc/articles/PMC7545790/ /pubmed/33101149 http://dx.doi.org/10.3389/fpsyg.2020.580673 Text en Copyright © 2020 González Santa Cruz, Moreira Mero, Loor Alcívar and Hidalgo Fernández. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
González Santa Cruz, Francisco
Moreira Mero, Nelly
Loor Alcívar, María Iliana
Hidalgo Fernández, Amalia
Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title_full Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title_fullStr Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title_full_unstemmed Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title_short Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador
title_sort analysis of the internal marketing dimensions in social economy organizations: study applied to co-operativism in ecuador
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7545790/
https://www.ncbi.nlm.nih.gov/pubmed/33101149
http://dx.doi.org/10.3389/fpsyg.2020.580673
work_keys_str_mv AT gonzalezsantacruzfrancisco analysisoftheinternalmarketingdimensionsinsocialeconomyorganizationsstudyappliedtocooperativisminecuador
AT moreirameronelly analysisoftheinternalmarketingdimensionsinsocialeconomyorganizationsstudyappliedtocooperativisminecuador
AT looralcivarmariailiana analysisoftheinternalmarketingdimensionsinsocialeconomyorganizationsstudyappliedtocooperativisminecuador
AT hidalgofernandezamalia analysisoftheinternalmarketingdimensionsinsocialeconomyorganizationsstudyappliedtocooperativisminecuador