Influence of Endomarketing on Organizational Commitment: Empirical Evidence in a Home Improvement Retail Company

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Published: 2026-06-26
DOI: https://doi.org/10.32719/25506641.2026.20.7
Keywords:
Endomarketing, human talent management, organizational commitment, organizational culture, retail

Main Article Content

Ricardo Rossi Valverde
Universidad Privada Antenor Orrego. Trujillo, Perú ROR
https://orcid.org/0000-0003-1424-8261
Cielo Estrada Medina
Universidad Privada Antenor Orrego. Trujillo, Perú ROR
https://orcid.org/0009-0009-7398-7612
Brayan Rodriguez Roncal
Universidad Privada Antenor Orrego. Trujillo, Perú ROR
https://orcid.org/0009-0002-1156-4533

Abstract

The objective of this study was to analyze the influence of endomarketing on the organizational commitment of employees in a company specialized in home improvement. The theoretical foundation regarding organizational commitment was based on Meyer and Allen’s model, which considers the affective, normative, and continuance dimensions. Additionally, contemporary contributions were incorporated to support endomarketing as a relevant strategy in organizational management. The methodology employed included a non-experimental, cross-sectional design with a correlational-causal level. The sample consisted of 92 employees selected through non-probabilistic convenience sampling. Two instruments with 5-point Likert-type response scales were applied, validated through expert judgment and exploratory factor analysis, with reliability determined by Cronbach's alpha coefficient. The results show that 58% of respondents perceive endorse marketing as very good, while 65% report a high level of organizational commitment. It was found that endomarketing explains 43.6% of the variability in organizational commitment, representing a moderate level of influence. It is concluded that proper endomarketing management strengthens workplace relationships. The study provides replicable evidence to improve talent retention and performance in similar organizational contexts.

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Article Details

Issue

No. 20 (2026): Resilience and Organizational Adaptation in an Ever-Changing World: An Economic Perspective on the Challenges and Opportunities

Section

Studies

How to Cite

Rossi Valverde, Ricardo, Cielo Estrada Medina, and Brayan Rodriguez Roncal. 2026. “Influence of Endomarketing on Organizational Commitment: Empirical Evidence in a Home Improvement Retail Company”. Estudios De La Gestión: Revista Internacional De Administración, no. 20 (June): 137-64. https://doi.org/10.32719/25506641.2026.20.7.
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