7812

Salomão Alencar de Farias

Brazilian Business Review

A função dos empregados que prestam serviço é certamente relevante para o sucesso de toda organização prestadora de serviços, em especial aquelas em que as pessoas e o marketing interno podem ajudar as empresas a prestar serviço com excelência. Mesmo não sendo um conceito novo, desde que foi mencionado pela primeira vez na literatura há mais de 30 anos, a confusão ainda existe sobre o que exatamente é o marketing interno (MI). Este artigo teórico reviu a literatura de MI e relaciona-o com a excelência do serviço ao mesmo tempo que apresenta algumas propostas de pesquisa para o desenvolvimento do conhecimento nesta área de marketing. A metodologia de pesquisa documental foi adotada e uma base de dados sobre periódicos acadêmicos internacionais foi consultada para a elaboração deste artigo. Como conclusão, foi possível especular que algo tem de vir antes da aplicação do MI numa empresa, que é uma orientação do serviço. Sem isso, é impossível ter um programa MI bem sucedido. Além disso, a variedade de interpretações a respeito do que constitui o MI resultou numa gama diversificada de atividades agrupadas sob a égide do MI.

excelência de serviço, gestão de recursos humanos, Marketing interno

FARIAS, S. A.Marketing Interno (MI): uma revisão da literatura e proposições de pesquisa para a excelência nos serviços. Brazilian Business Review, v. 7, n. 2, p. 106-122, 2010.

Farias, S. A.(2010). Marketing Interno (MI): uma revisão da literatura e proposições de pesquisa para a excelência nos serviços. Brazilian Business Review, 7(2), 106-122.

http://www.spell.org.br/documentos/ver/7812/marketing-interno--mi---uma-revisao-da-literatura-e-proposicoes-de-pesquisa-para-a-excelencia-nos-servicos/i/pt-br

Artigo

Português

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