How to enhance the motivation and engagement of Generation Z employees: an application of internal marketing actions in the commercial sector
The forms of motivation can be varied. According to Maslow (1943), the hierarchy of needs covers what can motivate a person, both personally and professionally. Given this statement, this study addresses the following question: how can internal marketing concepts contribute to improving the level of...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Antônio Meneghetti Faculdade (AMF) |
| Repositorio: | Saber Humano (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.saberhumano.emnuvens.com.br:article/674 |
| Acceso en línea: | https://saberhumano.emnuvens.com.br/sh/article/view/674 |
| Access Level: | acceso abierto |
| Palabra clave: | engagement endomarketing motivation compromiso motivación engajamento motivação |
| Sumario: | The forms of motivation can be varied. According to Maslow (1943), the hierarchy of needs covers what can motivate a person, both personally and professionally. Given this statement, this study addresses the following question: how can internal marketing concepts contribute to improving the level of motivation and engagement of employees? Therefore, a survey was proposed to identify the level of employee engagement in a company located in the interior of Rio Grande do Sul, focused on the commercial sector, with 15 employees. Based on three scales proposed by Siqueira (2014) validated in Brazil, an online questionnaire was applied, namely: the Work Engagement Scale (EEGT), the Opportunity and Learning Perception Scale (EPOA) and the Management Style Assessment Scale (EAEG). From the analysis of this data, the aim of the research was directed towards the proposition and subsequent application of internal marketing actions, described and explained throughout this study, based on aspects of Generation Z, as all these employees have the characteristics and age range of this generation. |
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