Abstract

MORENO CARLOS, Mercedes Rocio et al. Internal marketing and employee engagement in employees of a microfinance institution in the central jungle 2024. e-Rev. Multidiscip. Saber [online]. 2025, vol.3, e-RMS07122025.  Epub Mar 17, 2026. ISSN 2960-2467.  https://doi.org/10.61286/e-rms.v3i.318.

This research was conducted with the purpose of determining the relationship between endomarketing and employee engagement among the staff of the Mibanco microfinance institution, La Merced Branch, during 2024. The study was based on the scientific method, employing logical-deductive and hypothetical-deductive approaches under a basic research typology, relational level, and a non-experimental, cross-sectional, and correlational design. The census sample consisted of 35 employees to whom the survey technique was applied using two structured questionnaires for data collection. Descriptive results revealed that 51,43 of the workers perceive a deficient level of endomarketing, while 60,00 of those surveyed place employee engagement at a regular level. In the inferential analysis, a significant and substantial positive correlation was found between the main variables, supported by a Spearman's Rho coefficient of 0,727 and a p-value of 0,000. Likewise, it was demonstrated that endomarketing maintains significant links with the dimensions of affective commitment (rho = 0,660), continuance commitment (rho = 0,653), and normative commitment (rho = 0,564). The study concludes that strengthening internal marketing strategies is a determining factor in increasing employee commitment, directly influencing the emotional bond and the intention of human capital to remain within the organization.

Keywords : endomarketing; internal marketing; employee engagement; affective commitment; microfinance; human capital.

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