Estrategias de Endomarketing como Eje de la Satisfacción y Clima Laboral en Colaboradores de Entidades Financieras de Latacunga, Ecuador.

• DOI: https://doi.org/10.22533/at.ed.7152422103

• Palavras-chave: endomarketing, estrategias, institución financiera, reconocimiento, relaciones interpersonales, satisfacción laboral.

• Keywords: -

• Abstract: In the context of credit unions, job satisfaction is a crucial factor for organisational success, as it has a direct impact on productivity, commitment and talent retention. This research, conducted with employees of credit unions in the city of Latacunga, aimed to propose endomarketing strategies to improve employee job satisfaction. A quantitative approach was employed, using validated instruments from Monsalve (2022) and Tinoco et al. (2014), to measure the variables of endomarketing and job satisfaction, respectively, among 72 employees. The results revealed that 48.4% of the employees were satisfied with their jobs, while 51.6% were dissatisfied with aspects such as recognition, interpersonal relationships, life-family balance and physical working conditions. In response to this situation, five endomarketing strategies aligned to the identified dimensions were proposed: recognise talent, implement work-life balance policies, team building activities, salary advances and workshops. The total budget for the implementation of these strategies amounts to $2,350.00 USD, which makes them a highly profitable investment with significant potential to improve job satisfaction and organisational performance. The ease of implementation and low cost of these strategies make them replicable in other credit unions, contributing to improved worker well-being and the success of the sector as a whole.