"Integración del marketing interno para optimizar la felicidad en el trabajo y reducir la intención de rotar en la era de la Industria 5.0"
Portada Vol 7, Nu´mero 2. Fondo de diana.
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Palabras clave

Estrés laboral
Felicidad en el trabajo
Industria 5.0
Intención de rotar
Marketing interno
Responsabilidad social corporativa Employee happiness
Industry 5.0
Internal marketing
Job stress
Responsibility
Turnover intention

Cómo citar

Salazar-Altamirano, M. A., Martínez-Arvizu, O. J., & Gómez Sánchez, D. (2024). "Integración del marketing interno para optimizar la felicidad en el trabajo y reducir la intención de rotar en la era de la Industria 5.0": "Integration of internal marketing to optimise workplace happiness and reduce turnover intentions in the era of Industry 5.0". IROCAMM - International Review Of Communication And Marketing Mix, 7(2), 26–50. https://doi.org/10.12795/IROCAMM.2024.v07.i02.02
Recibido 2024-07-10
Aceptado 2024-07-19
Publicado 2024-07-31

Resumen

La presente investigación se enmarca en el contexto de la Industria 5.0, donde las organizaciones deben equilibrar objetivos económicos con sostenibilidad, ética y justicia, conforme a los Objetivos de Desarrollo Sostenible (ODS). A través de un enfoque cuantitativo no experimental y transversal, se utilizó un cuestionario en línea para recolectar datos de 233 empleados de diversas industrias en México. Los resultados indican que el marketing interno tiene un efecto positivo en la felicidad laboral y reduce el estrés laboral, mientras que la felicidad en el trabajo disminuye la intención de rotar. Sin embargo, no se halló una relación significativa entre marketing interno e intención de rotar directamente. Las limitaciones incluyen el diseño transversal y la muestra geográficamente restringida, sugiriendo la necesidad de estudios longitudinales y muestras más diversas. La contribución original del estudio reside en demostrar cómo el marketing interno puede optimizar la felicidad laboral y, a través de ello, influir en la retención de empleados y en la reducción del estrés, proporcionando un marco teórico robusto para futuras investigaciones en la era de la Industria 5.0.

https://doi.org/10.12795/IROCAMM.2024.v07.i02.02
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