Marketing interno en las instituciones de educación superior

David Gómez Sánchez; Héctor López Gama; Rosa Isela Urbiola Rodríguez

doi:10.69504/nau.v4i7.83

Authors

David Gómez Sánchez Autonomous University of San Luis Potosí https://orcid.org/0000-0001-7593-157X
Héctor López Gama Autonomous University of San Luis Potosí https://orcid.org/0000-0002-3458-6535
Rosa Isela Urbiola Rodríguez Autonomous University of San Luis Potosí https://orcid.org/0000-0003-2415-7697

DOI:

https://doi.org/10.69504/nau.v4i7.83

Keywords:

internal marketing, internal communication, educational services

Abstract

The purpose of this study is to determine the impact of internal marketing in higher education institutions and educational services, marketing efforts should be made both inside and outside the organization, understanding the internal customer as employees and managers. A census of full-time faculty, staff members and coordinators of undergraduate and graduate educational programs was conducted using a four-dimensional instrument: Development, Employee Recruitment and Retention, Job Fit and Internal Communication, the analysis is descriptive and correlational in scope. It is a quantitative study of cross-sectional design, descriptive and correlational in scope. The instrument used was developed by Bohnenberger (2005) and was adapted by Huamán (2020), this questionnaire consists of four dimensions which are development (0.839), recruitment and retention of employees (0.806), job suitability (0.667) and internal communication (0.780). These dimensions presented a good level of reliability. It is composed of 15 items that are measured with a Likert-type scale from 1 to 5, where 1 indicates strongly disagreement and 5 indicates strongly agree. It is expected to evaluate the dimensions of internal marketing of the HEI and the associated factors.

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