Endomarketing para fortalecer el desarrollo y satisfacción laboral en la COAC lucha campesina del cantón Cumandá para el año 2022

Abstract

The work environment of the companies must be the most optimal for the workers; therefore, it is necessary to use new tools focused on satisfying their needs in order to obtain greater productivity and profitability. In this Curricular Integration Work, the internal environment of the Cooperativa de Ahorro y Crédito Lucha Campesina was analyzed using a qualitative and quantitative methodology, as well as different methods, techniques and research instruments in order to develop an endomarketing plan to mitigate the weaknesses found through the application of various strategies. For this purpose, the surveys applied to the workers of the cooperative were used to collect the necessary information that allowed to make an analysis where several weaknesses that affect the productivity and satisfaction of the employees were found. Once the results were analyzed, deficiencies were found mainly in aspects such as: recognition, loyalty, jobs, communication, equal treatment and teamwork. Therefore, an Endomarketing model was proposed based on the weaknesses found during the application of the surveys that allowed to know in a better way which aspects generated dissatisfaction among the workers, therefore a series of strategies were proposed to mitigate these weaknesses and thus be able to have satisfied, productive and committed workers to achieve the objectives