Study of internal marketing practices through relationship marketing in the organic products industry

Abstract

The relationship marketing process, when the focus is on the internal customer, requires the search for the best cost/benefit ratio and the investment in employees who are motivated and qualified to serve customers. “The study sought to investigate the applicability of internal marketing programs in agribusiness. Such programs are relationship marketing tools aimed at the internal public. 12 companies that produce organic products were investigated in the research. It can be concluded that the objectives of internal marketing programs are aimed at promoting well-being, seeking commitment and training and informing employees. This study represents the assumption of relationship marketing in 50% of the companies contacted, since the investigation at the points of sale allowed the verification of 24 companies.