Endomarketing y su influencia en el desarrollo de las empresas familiares de Manta.

Abstract

Family businesses have always been responsible for maintaining an intimate relationship between the company and the family, downplaying internal processes, which focus on the development of staff management or so-called internal customers. That is why endomarketing is not only focused on the internal and labor relations of the work team but also on human relations, becoming an important tool for the development of these companies. This research has a qualitative, descriptive and correlational approach, whose unit of analysis was Likert-scale surveys, directed at 104 Family businesses in Manta, with a data collection technique, through the statistical program IBM SPSS, that allowed us to analyze the variables, dimensions and indicators of endomarketing and family businesses to determine their influence on family businesses.