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Liderança ética e marketing interno: contributos explicativos para o engagement dos colaboradores
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Abstract(s)
As relações psicológicas estabelecidas entre os indivíduos e as organizações onde estão inseridos resultam de interações sociais entre os membros organizacionais. É, neste contexto, que a dimensão ética na liderança assume uma grande relevância na dinâmica organizacional. O marketing interno, é considerado uma medida estratégica que visa a satisfação dos colaboradores de forma a fomentar a motivação, melhorando a comunicação interna, a promoção de interação entre departamentos, a cooperação interpessoal de maneira que exista uma maior retenção dos colaboradores e alcance dos objetivos organizacionais estipulados. A presente dissertação tem como objetivo compreender se os dois supramencionados influenciam o engagement dos profissionais ativos. O instrumento utilizado é composto por quatro escalas que analisaram os construtos que compõem este estudo. Neste sentido, aplicou-se a Escala da Liderança Ética de Hoogh e Den Hartog (2008) numa adaptação de Ribeiro, Rego e Cunha (2013); a Escala de Marketing Interno desenvolvida por Lings e Greenley (2005) adaptada por Santos e Gonçalves (2010); a Escala de bem-estar no trabalho (UWES) de Schaufeli e Bakker (2003), e a escala de Empenhamento Organizacional de Rego, Cunha e Souto (2006). Numa amostra constituída por 183 profissionais ativos verificou-se que a liderança ética e o marketing interno atuam como preditores positivos no engagement dos colaboradores explicando 25.8% da dimensão do engagement vigor; 24.9% da dimensão do engagement dedicação e por fim, 17.7% da dimensão do engagement, absorção.
The psychological connections made among human beings and the companies, where they are working, come out from social interactions between the organizational members. This is the situation in which the ethical dimension from leadership has a huge relevance for the organization dynamic. The internal marketing is considered a strategic measure that aims to promote the employees satisfaction and consequently increase their motivation by improving the internal communication, the interactions promotion among company’s departments, the interpersonal cooperation, all the previously mentioned will have a positive effect in retain the employees, as well as achieve the company defined goals. This dissertation has the objective to analyse the impact of these two concepts, the ethical leadership and the internal marketing, in the organization engagement level of the human assets. The methodology used is composed by four scales that analysed the concepts that compound this study. In that regard, it was applied the ethical leadership scale developed by Hoogh and Den Hartog (2008) which was adapted by Ribeiro, Rego and Cunha (2013); the internal marketing scale developed by Lings and Greenley (2005) which was adapted by Santos and Gonçalves (2010); the working well-being (UWES) from Schaufeli and Bakker (2003), and the organizational commitment scale from Rego, Cunha and Souto (2006). From a sample with 183 active workers it was possible to confirm that an ethical leadership and the internal marketing are positive predictors in employees engagement explaining 25.8% of the engagement vigor dimension; 24.9% of the engagement dimension, dedication and finally, 17.7% of the engagement dimension, absorption.
The psychological connections made among human beings and the companies, where they are working, come out from social interactions between the organizational members. This is the situation in which the ethical dimension from leadership has a huge relevance for the organization dynamic. The internal marketing is considered a strategic measure that aims to promote the employees satisfaction and consequently increase their motivation by improving the internal communication, the interactions promotion among company’s departments, the interpersonal cooperation, all the previously mentioned will have a positive effect in retain the employees, as well as achieve the company defined goals. This dissertation has the objective to analyse the impact of these two concepts, the ethical leadership and the internal marketing, in the organization engagement level of the human assets. The methodology used is composed by four scales that analysed the concepts that compound this study. In that regard, it was applied the ethical leadership scale developed by Hoogh and Den Hartog (2008) which was adapted by Ribeiro, Rego and Cunha (2013); the internal marketing scale developed by Lings and Greenley (2005) which was adapted by Santos and Gonçalves (2010); the working well-being (UWES) from Schaufeli and Bakker (2003), and the organizational commitment scale from Rego, Cunha and Souto (2006). From a sample with 183 active workers it was possible to confirm that an ethical leadership and the internal marketing are positive predictors in employees engagement explaining 25.8% of the engagement vigor dimension; 24.9% of the engagement dimension, dedication and finally, 17.7% of the engagement dimension, absorption.
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Keywords
Liderança ética Marketing interno Engagement Empenhamento organizacional