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O impacto das práticas de marketing interno na satisfação com a vida: o papel mediador do psycap e da satisfação com o trabalho
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Abstract(s)
tualmente, o impacto das práticas organizacionais, como a formação, o empowerment e o coaching na motivação, no desenvolvimento dos recursos internos e na promoção do bem-estar dos recursos humanos tem sido amplamente reconhecido e valorizado, não só por parte da comunidade académica, como por parte das organizações. Tal reconhecimento advém da crescente valorização dos recursos humanos, enquanto fator determinante para o sucesso organizacional. Assim, a presente dissertação pretende avaliar o impacto das práticas de marketing interno na satisfação com a vida, bem como o papel da satisfação com o trabalho e do psycap nessa relação, através de uma mediação sequencial.
Deste modo, foi recolhida uma amostra de 201 colaboradores de organizações portuguesas de diversos setores, tendo sido realizado um estudo quantitativo de natureza transversal, com recurso a modelos de equações estruturais através do IBM SPSS AMOS.
Os resultados obtidos demonstraram que as práticas de marketing interno se encontram significativamente e positivamente correlacionadas com o psycap, a satisfação com o trabalho (satisfação interna e externa), bem como a satisfação com a vida. Ao nível dos efeitos de mediação considerados no modelo, verifica-se que existem efeitos diretos e significativos ao nível das seguintes relações: o marketing interno e a satisfação intrínseca; o marketing interno e a satisfação extrínseca, e entre o marketing interno e a satisfação com a vida. Verificou-se ainda que existe um efeito de mediação total na relação entre o psycap e a satisfação a vida, mediando a relação entre o marketing interno e a satisfação com o trabalho, a nível intrínseco e extrínseco. Porém, não existe efeito de mediação total na relação entre o psycap e a satisfação com a vida, quer por via da satisfação intrínseca, quer por via da satisfação extrínseca. Existe um efeito de mediação total na relação entre o marketing interno e a satisfação com a vida, embora o efeito de mediação se deva exclusivamente ao papel do psycap como mediador, e não da satisfação intrínseca ou da satisfação extrínseca. Este resultado significa que a relação entre o marketing interno e a satisfação com a vida é indireta, mas devido à influência do psycap no processo, e não da satisfação com o trabalho. Deste modo, a relação entre a satisfação com o trabalho e a satisfação com a vida não se verifica no processo globalmente considerado. Assim, embora o estudo apresente algumas limitações, o seu contributo teórico e empírico pode aprofundar o conhecimento sobre as práticas de marketing interno, mostrando como estas podem potenciar os recursos psicológicos dos colaboradores e o seu bem-estar, promovendo, na prática, ambientes organizacionais mais saudáveis, motivadores e favoráveis ao desenvolvimento profissional e humano.
Currently, the impact of organizational practices, such as training, empowerment, and coaching, on motivation, the development of internal resources, and the promotion of employees’ well-being has been widely recognized and valued, not only by the academic community but also by organizations. This recognition stems from the growing appreciation of human resources as a key determinant of organizational success. Accordingly, the present dissertation aims to evaluate the impact of internal marketing practices on life satisfaction, as well as the role of job satisfaction and psychological capital (PsyCap) in this relationship, through sequential mediation. To this end, a sample of 201 employees from portuguese organizations across various sectors was collected, and a quantitative cross-sectional study was conducted using structural equation modeling via IBM SPSS AMOS. The results showed that internal marketing practices are significantly and positively correlated with PsyCap, job satisfaction (both intrinsic and extrinsic), and life satisfaction. Regarding the mediation effects considered in the model, direct and significant effects were observed for the following relationships: internal marketing and intrinsic satisfaction; internal marketing and extrinsic satisfaction; and internal marketing and life satisfaction. Furthermore, there is a total mediation effect of PsyCap on life satisfaction, mediating the relationship between internal marketing and job satisfaction at both intrinsic and extrinsic levels. However, there is no total mediation effect on the relationship between PsyCap and life satisfaction via either intrinsic or extrinsic job satisfaction. A total mediation effect was found in the relationship between internal marketing and life satisfaction, although this mediation is exclusively due to the role of PsyCap as a mediator, and not to intrinsic or extrinsic job satisfaction. This result indicates that the relationship between internal marketing and life satisfaction is indirect, driven by the influence of PsyCap in the process rather than by job satisfaction. Thus, the relationship between job satisfaction and life satisfaction is not evident in the overall process. Therefore, although the study presents some limitations, its theoretical and empirical contributions can enhance understanding of internal marketing practices, showing how they can strengthen employees’ psychological resources and well-being, thereby fostering, in practice, healthier, more motivating organizational environments that support both professional and personal development.
Currently, the impact of organizational practices, such as training, empowerment, and coaching, on motivation, the development of internal resources, and the promotion of employees’ well-being has been widely recognized and valued, not only by the academic community but also by organizations. This recognition stems from the growing appreciation of human resources as a key determinant of organizational success. Accordingly, the present dissertation aims to evaluate the impact of internal marketing practices on life satisfaction, as well as the role of job satisfaction and psychological capital (PsyCap) in this relationship, through sequential mediation. To this end, a sample of 201 employees from portuguese organizations across various sectors was collected, and a quantitative cross-sectional study was conducted using structural equation modeling via IBM SPSS AMOS. The results showed that internal marketing practices are significantly and positively correlated with PsyCap, job satisfaction (both intrinsic and extrinsic), and life satisfaction. Regarding the mediation effects considered in the model, direct and significant effects were observed for the following relationships: internal marketing and intrinsic satisfaction; internal marketing and extrinsic satisfaction; and internal marketing and life satisfaction. Furthermore, there is a total mediation effect of PsyCap on life satisfaction, mediating the relationship between internal marketing and job satisfaction at both intrinsic and extrinsic levels. However, there is no total mediation effect on the relationship between PsyCap and life satisfaction via either intrinsic or extrinsic job satisfaction. A total mediation effect was found in the relationship between internal marketing and life satisfaction, although this mediation is exclusively due to the role of PsyCap as a mediator, and not to intrinsic or extrinsic job satisfaction. This result indicates that the relationship between internal marketing and life satisfaction is indirect, driven by the influence of PsyCap in the process rather than by job satisfaction. Thus, the relationship between job satisfaction and life satisfaction is not evident in the overall process. Therefore, although the study presents some limitations, its theoretical and empirical contributions can enhance understanding of internal marketing practices, showing how they can strengthen employees’ psychological resources and well-being, thereby fostering, in practice, healthier, more motivating organizational environments that support both professional and personal development.
Description
Keywords
Marketing interno Psycap Satisfação com o trabalho Satisfação com a vida