INTERNAL MARKETING TOOLS AS AN ELEMENT THAT RAISES ORGANIZATIONAL COMMITMENT IN MIDDLE HIGHER EDUCATION INSTITUTIONS IN THE STATE OF HIDALGO, MEXICO

Abstract

Objective: The objective of this research is to establish a diagnosis on the internal marketing of the Higher Secondary Education institution called the Center for Scientific and Technological Studies of the state of Hidalgo, CECYTEH, Plantel municipality of Agua Blanca, Hidalgo, Mexico with the purpose of visualizing areas of improvement in the organizational climate that contributes to strengthening the work commitment of the staff. Theoretical Framework: Marketing is the process by which companies create value for their customers and generate strong relationships with them. To reciprocate, capture the value of your clients (Kotler, 2013). Internal marketing consists of the design and development of activities similar to those of external marketing, which aims to motivate all personnel who constitute the most important of its assets, with the purpose of marking a competitive advantage over its competitors and achieving customer satisfaction. its clients and users. Method: A quantitative, descriptive, correlational, non-experimental and cross-sectional approach was used. Through a staff census, a Likert-type questionnaire was applied with 23 questions that covered the dimensions of: employee recruitment and retention; organizational development; internal communication; emotional commitment; normative commitment and continuous commitment. Results and Discussion: The results obtained showed areas of improvement in the areas of recruitment and retention, communication and continuous commitment, areas that according to authors such as Paredes (2022), Lucas (2022), Guamaní (2022), Mendoza (2020), González (2021) and Canales (2021) are significantly related to aspects such as commitment, satisfaction, performance and productivity of staff and that the better the organizational climate, the better performance in general, which would place the work environment as an element that Motivating human resources impacts the result towards the end client. Implications of the research: The review of the liteartua shows internal marketing applications especially in private institutions. This research aims to provide knowledge according to the local context and that could be replicated in other schools in the public educational sector with similar characteristics. Originality/Value: Its results provide valuable data on what happens in a non-profit Institution dedicated to the service of Higher Secondary Education, within one of the subsystems that belongs to the Public Sector.