Internal Communication and Motivation in a Bakery: A Case Study From an Internal Endomarketing Perspective

Abstract

This study investigates the role of internal communication, from an endomarketing perspective, in the motivation and engagement of employees at a small bakery located in Imperatriz, Maranhão, Brazil. The research problem focused on understanding how internal communication channels and practices influence the organizational climate and employee motivation in a context marked by close relationships and informal processes. The general objective was to analyze internal communication as an endomarketing practice in employee motivation, complemented by specific objectives related to the description of the channels used, the perception of the organizational climate, and the analysis of the relationship between communication, engagement, and motivation. Methodologically, an applied, exploratory-descriptive research was conducted using a single case study with a qualitative-quantitative approach. Data were collected through a semi-structured questionnaire with employees, interviews with management, and direct observation of the work routine. The  results indicate that internal communication occurs predominantly informally, based on the proximity of leadership, which favors recognition, a sense of belonging, and motivation. However, weaknesses were identified related to the lack of standardization and potential noise in the flow of information. It was concluded that small improvements in the organization of internal communication can strengthen engagement and organizational climate, contributing to people management in small businesses.