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Cofidis Portugal: A influência da comunicação interna na ligação emocional dos colaboradores com a marca da empresa onde trabalham
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Orientador(es)
Resumo(s)
Este estudo analisou a influência da Comunicação Interna na relação emocional dos colaboradores da
Cofidis Portugal e a marca da empresa onde trabalham, com o objetivo de identificar fatores que podem
melhorar a estratégia de Comunicação Interna e Engagement da organização.
Neste âmbito, e assente na revisão de literatura, foi conceptualizado um modelo para analisar a relação
causal entre diferentes variáveis.
Para o efeito, foi realizado um estudo empírico, feito através de um questionário online, dirigido aos
colaboradores da Cofidis. Recorreu-se a uma metodologia quantitativa, aplicada a uma amostra de 221
indivíduos e, para a análise dos dados, utilizou-se o software de análise estatística, Smart PLS.
O modelo conceptual proposto foi positivamente confirmado, com a maioria das hipóteses
corroboradas, no qual foi evidenciado que o Employee Brand Engagement é o fator mais influente na
relação emocional com a marca, impactado pela Autenticidade da Marca e pela Satisfação no Trabalho.
Concluiu-se que a Comunicação Interna exerce uma influência positiva em todas as variáveis,
aumentando o engagement dos colaboradores. Este estudo indica que a Comunicação Interna é um fator
determinante para o sucesso organizacional, sugerindo que a Cofidis Portugal deve continuar a
desenvolver práticas comunicativas que favoreçam a ligação emocional dos colaboradores à marca,
contribuindo assim para a sua performance no mercado.
A presente investigação apresenta também recomendações para a implementação de ações concretas
que tornem a estratégia de Comunicação e Engagement da empresa mais eficaz.
This study examined the influence of Internal Communication on the emotional relationship between employees of Cofidis Portugal and the company brand they work for, with the aim of identifying factors that could enhance the organisation’s Internal Communication and Engagement strategy. Within this scope, and based on a literature review, a conceptual model was developed to analyse the causal relationship between different variables. To this end, an empirical study was conducted using an online questionnaire distributed to Cofidis employees. A quantitative methodology was applied to a sample of 221 individuals, and data analysis was performed using the statistical analysis software Smart PLS. The proposed conceptual model was positively confirmed, with most hypotheses corroborated. The findings highlighted that Employee Brand Engagement is the most influential factor in the emotional relationship with the brand, impacted by Brand Authenticity and Job Satisfaction. It was concluded that Internal Communication has a positive influence on all variables, increasing employee engagement. This study indicates that Internal Communication is a key factor for organisational success, suggesting that Cofidis Portugal should continue developing communicative practices that foster employees’ emotional connection with the brand, thereby contributing to its market performance. This research also provides recommendations for implementing concrete actions to make the company’s Communication and Engagement strategy more effective.
This study examined the influence of Internal Communication on the emotional relationship between employees of Cofidis Portugal and the company brand they work for, with the aim of identifying factors that could enhance the organisation’s Internal Communication and Engagement strategy. Within this scope, and based on a literature review, a conceptual model was developed to analyse the causal relationship between different variables. To this end, an empirical study was conducted using an online questionnaire distributed to Cofidis employees. A quantitative methodology was applied to a sample of 221 individuals, and data analysis was performed using the statistical analysis software Smart PLS. The proposed conceptual model was positively confirmed, with most hypotheses corroborated. The findings highlighted that Employee Brand Engagement is the most influential factor in the emotional relationship with the brand, impacted by Brand Authenticity and Job Satisfaction. It was concluded that Internal Communication has a positive influence on all variables, increasing employee engagement. This study indicates that Internal Communication is a key factor for organisational success, suggesting that Cofidis Portugal should continue developing communicative practices that foster employees’ emotional connection with the brand, thereby contributing to its market performance. This research also provides recommendations for implementing concrete actions to make the company’s Communication and Engagement strategy more effective.
Descrição
Palavras-chave
Comunicação Interna Internal Communication Satisfação no Trabalho Job Satisfaction Employee Brand Engagement Employee Brand Love Employee Word of Mouth