Publicación: Plan de endomarketing en el área comercial de Davivienda enfocado en el ambiente laboral frente a la modalidad teletrabajo de la entidad financiera Davivienda
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Endomarketing according to Kotler & Keller are those actions aimed at the internal employee, with the intention of creating loyalty and motivating them, taking into account, this information in this document is intended to identify and analyze the impact that this type of work has on the financial entity Davivienda ; This is due to the fact that in the year 2020, in the month of March, the covid-19 arrived in our country and due to the way in which it was rapidly increasing this banking entity due to biosecurity strategies, it canceled the additional hours and even a large percentage of its officials assigned them the teleworking modality, therefore an internal marketing plan is implemented Approximately 80% of the administrative part of the bank is in this modality and nearly 2,000 officials are in this modality or in the call center, taking into account the above, this report will focus on how the commercial area is is affected by this way of working from the perspective of Davivienda's commercial advisers.