Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador

Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends...

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Bibliographic Details
Published in:	Frontiers in psychology 2020-09, Vol.11, p.580673-580673
Main Authors:	González Santa Cruz, Francisco, Moreira Mero, Nelly, Loor Alcívar, María Iliana, Hidalgo Fernández, Amalia
Format:	Article
Language:	eng
Subjects:	co-creation of value co-operatives Ecuador internal marketing dimensions measuring scale Psychology
Online Access:	Get full text
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Summary:	Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends to analyze the dimensions of internal marketing, through the validation of a measuring instrument that has been adapted to this sector of the social economy, in a developing country. The methodology is based on the completion of field work, where a structured questionnaire for a representative sample of 2,499 employees and officers of the operatives of Ecuador was applied. The suitability of the scale was determined through the means of a model of Ecuadoran structural equations. The results show that internal marketing is a multi-dimensional construct and it can be measured in six dimensions: Identify Value Exchange (IVE), Internal Market Segmentation (IMS), Internal Communication (IC), Management Concern (MC), Training (TR), and Work/Family Balance (WFB).
ISSN:	1664-1078 1664-1078