This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The purpose of this article is to analyze the dimensions that make up internal marketing and to understand the importance of this concept within organizations. For the measurement of internal marketing, the instrument created and validated by Bohnenberger (2005) was taken as a reference. It consists of 22 items and four dimensions, which are: Development: 5 items; hiring and retention of employees: 5 items; suitability for work: 4 items; internal communication: 6 items and external communication 6 items. The questionnaire was applied to 2 workers who work in a hospitality company located in the province of Los Santos. The results obtained show the average scores per dimension, which were: Development: 4.50; Hiring and retention of employees: 4.60; Fitness for work: 3.00; Internal communication: 3.33 and external communication: 3.00. It is concluded that the company is applying internal marketing and should further strengthen its application in some dimensions.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
