Satisfação do cliente interno

: o caso da rede telefónica EDP

Abstract

The emergence of an internal marketing strategy in most companies nowadays is a consequence of the perception that there is an internal market within the company itself that needs to be developed. This internal market entails an exchange between the company’s employees in which the receiver of this exchange is an internal client. In other words, an internal client is designated as such due to the fact that he is not only a company’s client but also an employee of the company. In particular to this study, the main analysis focus is the satisfaction of the internal clients of their non-mobile communications of the company EDP - Energias de Portugal. This study resourced to an internal inquiry in which the employees’ opinions were registered regarding the services and products of the non-mobile communications that the company has to offer. Afterwards, a performance of study was elaborated in order to reach a proposal for an internal marketing strategy. This strategy proposal was based in two theoretical study models Balanced Scorecard (Robert S. Kaplan and David P. Norton) and Two-factor Theory (also known as Herzberg's motivation-hygiene theory or the Dual-factor theory). This study was an appealing research opportunity due to the marketing’s department current rearrangement. Moreover, this study is also quite relevant for the reason that there is a robust necessity of creating a pertinent marketing strategy to EDP’s internal clients on their non-mobile communications. Furthermore, this study was developed through an internship on the marketing department of EDP, and thus, it also includes a presentation of both the company and the activities developed throughout the internship. In conclusion, this study aspires to approach the satisfaction of the internal clients of EDP through a performance case study and a strategy proposal.

Date of Award	15 Dec 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)