Endomarketing: su impacto en la productividad del recurso humano en empresas comerciales familiares de Manta.

Abstract

The objective of this article was "to determine how endomarketing impacts on the productivity of human resources in family business enterprises in Manta", the method applied was deductive, exploratory, descriptive, field and bibliographic, with a mixed approach, quali-quantitative, collecting data by means of a Likert scale survey to employees of family business enterprises in Manta, validating the statistical instrument of reliability with Cronbach's Alpha, which showed a reliability of 0.931, interpreted as "excellent". At the same time, using the SPSS/21 statistical program, the correlations of the endomarketing and human resources variables were carried out by means of Spearman's Rho coefficient, which resulted in a general hypothesis test of 0.795, understood as a "good correlation". The findings of the study showed that endomarketing does have an impact on the productivity of human resources in family business enterprises in Manta.