Modelo de marketing interno y su relación con la Calidad de servicio de la ventanilla única de promoción del empleo Lambayeque

Abstract

The objective of this research was to determine the relationship between the internal marketing model and the service quality of the one-stop shop for employment promotion, Lambayeque. The eight dimensions proposedinthetheoretical-conceptualframeworkwereanalyzed.Themethodologywasmixed (quantitative-qualitative). The questionnaire and the interview were used as data collection techniques. The study population was made up of the collaborators and the users. The findings made it possible to determine a direct relationship between the study variables, with a p<0.035 and an adjusted R2 of 0.6852, which implies that the perceived service quality is explained in 68 % by internal marketing actions. It was also found that the internal marketing dimensions that negatively affect the performance of the employees of the one-stop shop for employment promotion, Lambayeque, are internal communication and information generation, which present a medium-low tendency. Nevertheless, the response to the information generated has a positive impact on the performance of the employees. Likewise, there was no evidence of a trend in the general perception of the quality of services, since it varies according to its dimensions, and the tangible elements are those that are located at a level considered to be high. An internal marketing model was proposed for the institution with three components: Informative, communicative and motivational.