Endomarketing y su incidencia en la productividad cultural del Gad Montecristi.

Abstract

The present research aims to analyze the impact of endomarketing on the cultural productivity of GAD Montecristi. A qualitative-quantitative approach was adopted, combining documentary, field, descriptive, correlational and cross-sectional research. Structured surveys were used as the main instrument, applied to 20 employees of the Culture department. The results revealed that endomarketing strategies, such as internal communication, motivation, organizational culture and work commitment, are positively correlated with cultural productivity. The statistical verification, based on Kendall and Spearman coefficients, validated the hypotheses raised, highlighting a strong relationship between endomarketing and cultural performance. This study reaffirms the importance of strengthening internal practices to improve organizational efficiency and employee satisfaction.