Endomarketing e comprometimento organizacional afetivo: o impacto do evento de aniversário de 60 anos do Hospital Universitário Walter Cantídio

Abstract

Organizations, realizing the importance of employee well-being for their success, take initiatives to perform Marketing for this audience, the so-called endomarketing, which besides aiming employee satisfaction, can impact their affective relationship with the organization itself, influencing the organizational affective commitment. From this point, this Course Conclusion Paper aims to analyze the impact of an institutional event of the Hospital Universitário Walter Cantídio (HUWC) on the organizational affective commitment of employees. The event in question is “HUWC 60 anos de história”, happened in commemoration of the hospital's 60th anniversary, which promoted the institution's endomarketing. The research was conducted through a field survey (questionnaire) applied with the event participants. The research was conducted through a survey (questionnaire) applied with the event participants. The results showed that most of the sample participants noticed a positive impact with the organizational affective commitment, especially those who work in the health care of HUWC, those who have 11 to 30 years of service in the hospital and those who participated in most programming event activities. This paper concludes that the objective has been achieved and that the results can be used so that HUWC and other organizations can have knowledge of the influence of an endomarketing event on the organizational affective commitment, which collaborates with other variables of organiztion interest, such as increased job performance and job satisfaction.