La gestión del marketing interno y el compromiso organizacional en el cooperativismo de Ecuador

• Autores: Nelly Yolanda Moreira Mero
• Directores de la Tesis: Francisco González Santacruz (dir. tes.), María Amalia Hidalgo Fernández (codir. tes.)
• Lectura: En la Universidad de Córdoba (ESP) ( España ) en 2022
• Idioma: español
• Tribunal Calificador de la Tesis: Juan Antonio Mondéjar Jiménez (presid.), Ricardo David Hernández Rojas (secret.), Claudia Sevilla Sevilla (voc.)
• Programa de doctorado: Programa de Doctorado en Ciencias Sociales y Jurídicas por la Universidad de Córdoba
• Materias:
  • Ciencias económicas
    • Organización y dirección de empresas
      • Organización de recursos humanos
  • Psicología
    • Psicología industrial
      • Comportamiento en la organización
  • Sociología
    • Cambio y desarrollo social
      • Países en vía de desarrollo
      • Desarrollo socio-económico
• Enlaces
  • Tesis en acceso abierto en: Helvia
• Resumen

  • 1. introducción o motivación de la tesis El marketing interno y el compromiso organizacional han revolucionado en los últimos años el mercado empresarial, por estar directamente vinculados a la gestión del capital humano, concebido como el factor primordial para el logro de los objetivos de la organización. En este sentido, diversos estudios empíricos realizados han analizado ambos constructos en ámbitos de actividad muy dispares o de manera separada, por lo que se echan en falta trabajos académicos que estudien su relación, específicamente, en organizaciones de la economía social y en países en vías de desarrollo.

    2.contenido de la investigación La presente tesis doctoral se propone presentar evidencias empíricas acerca de la relación entre los citados constructos, concretamente, en el sector de las cooperativas en Ecuador. Para ello se analizan las diferentes teorías que han profundizado en el estudio y medición del marketing interno y el compromiso organizacional a través del tiempo, y que posibilitaron justificar la elección de los modelos teóricos de Jaworski y Kohli, (1993) y Lings (1999), para el primer constructo; y de Porter, Steers, y Mowday (1974), para el segundo. En todo caso, considerando que las escalas seleccionadas corresponden a otras realidades y ámbitos de aplicación, en primer lugar, se efectúa su adaptación al sector y espacio geográfico reseñado. De igual manera, se realiza la validación estadística de las escalas propuestas, a través de análisis factoriales exploratorios y confirmatorios, mediante modelos de ecuaciones estructurales basados en la covarianza (CB-SEM). Todo ello da como resultado fundamental que, en el cooperativismo ecuatoriano, el marketing interno puede ser medido mediante una escala de veintidós ítems y seis dimensiones y, por su parte, el compromiso organizacional puede ser mesurado por una escala unidimensional de 15 ítems.

    En la investigación desarrollada se propone además el estudio del posible efecto de las dimensiones del marketing interno en el compromiso organizacional. Para determinar el efecto mediador de las variables investigadas, se aplicó un análisis de regresión lineal múltiple jerárquica.

    3.conclusión Respecto a los resultados del análisis reseñado, se pudo determinar que las dimensiones del marketing interno tienen un efecto significativo en el compromiso organizacional, obteniendo mayor correlación la dimensión de comunicación interna, con un porcentaje de varianza explicada del 42.1%. A dicho modelo se adicionaron determinadas variables sociodemográficas y del puesto de trabajo, demostrando que se producen mayores niveles cuando el empleado tiene el estado civil de casado, posee estudios superiores y su relación laboral es de carácter temporal 4. bibliografía Abbas, R. A., y Riaz, M. T. (2018). The effect of internal marketing dimensions on organizational commitment of employees: An Investigation among Private Banks in Faisalabad, Pakistan (A study based on different dimensions of internal marketing). European Online Journal of Natural and Social Sciences, 7(1), 147-165.

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