SATISFAÇÃO NO TRABALHO SOB A PERSPECTIVA DA ORIENTAÇÃO PARA O MERCADO INTERNO DE UMA INSTITUIÇÃO DE ENSINO PÚBLICA: DOCENTES X ADMINISTRATIVO

Abstract

Internal marketing (IM) and internal market orientation (IMO) are strategies that allow satisfay the needs of employees in order to create value for the final customer. The purpose this article is identify and compare the IMO sub-dimensions that affect teacher and administrative staff satisfaction in a public educational institution. In first moment, the literature on IM and IMO has been revised, especially within the educational context. The research had a quantitative and descriptive approach. The sample was of 624 workers that answered a questionnaire based on the model of Gounaris (2006). The results showed that the two careers analyzed had different views of the IMO in organization, it only one sub-dimension: Communication between managers and employees was significant in the work of both careers. However for the administrative staff three other sub-dimensions: Training, Attention to groups with common needs and Identification of internal customer needs shown to be significant. In resume concluded that there are common variables that affect the satisfaction of the different careers, but some variables affect only one group.

Keywords

• internal market orientation
• job satisfaction
• educational institution
• teachers
• administrative staff