O papel da comunicação interna para a geração de confiança nas organizações
: estudo de caso : Pingo Doce

  • Maria Luísa da Costa de Sousa de Macedo Ferreira (Student)

Student thesis: Master's Thesis


We currently live in times of uncertainty, due to the COVID-19 pandemic, but also due tothe effects of globalization, which lead to greater competition between organizations and,consequently, uncertainty and greater employee turnover in organizations. It is in thisparadigm that we realize that it is increasingly essential to carry out clear, efficient andeffective communication in organizations, carried out by the Internal Communication area,in order to generate and sustain levels of trust with the employees of each organization.This dissertation seeks to understand the main pillars of Internal Communication at PingoDoce, a banner of the Jerónimo Martins Group, and how it affects the confidence ofemployees in the operational area towards the organization, both in times of organizationalstability and in times of uncertainty.In this context, the investigation was conducted through the application of a mixedmethodological approach. More precisely, through a qualitative methodology to gatherexploratory data, with exploratory interviews to the Human Resources and InternalCommunication departments in order to understand the main pillars and challenges ofinternal communication, and also document analysis of the department's media used by theorganisation to reach its operational employees. In order to obtain primary data, aquantitative methodology was used, through the application of a questionnaire survey to theoperational employees of Pingo Doce in order to ascertain and understand the levels ofconfidence generated by Internal Communication and its supports among the employees ofthe organisation under study.In this dissertation, it was possible to conclude that Pingo Doce's Internal Communication iseffective in generating trust, even in times of uncertainty, among Pingo Doce's operationalemployees, even though improvements are considered to be expected in the perspective ofemployees and in variables that are also determinants of trust.
Date of Award4 Mar 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Goulart Brandão (Supervisor)


  • Internal communication
  • Trust
  • Organizations
  • Jerónimo Martins


  • Mestrado em Ciências da Comunicação

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