The use of endomarketing in credit unions: a case study of the UFVCredi and the Unicred-Viçosa

Abstract

Endomarketing can be considered as a group of activities concerned with the internal aspects of the organization, whose purpose is to value the human being. In order to become competitive, the Credit Unions should adopt Endomarketing strategies that combine motivation, training and communication elements. The purpose of the present work was to verify how the Credit Union of the Workers of the Federal University of Viçosa Ltd. / UFV-CREDI and the Credit Union of the Doctors and Health-related Professionals of Viçosa Ltd. – UNICRED/VIÇOSA – MG are using the tools offered by Endomarketing. In the methodology, a study concerning the Endomarketing and the Credit Unions war carried out. After that, the employees and the members of the Credit Unions were asked to answer a questionnaire. After the analysis of the obtained data, it was concluded that UFV-CREDI and UNICRED/VIÇOSA-MG have effectively reached their objectives because their Endomarketing strategies have presented positive results, making it possible for them to get new members as well as to keep their members and employees motivated and satisfied with the products and services offered by the Credit Unions.