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El marketing interno como clave del compromiso organizacional: La mediación del estrés laboral y la felicidad
[Internal marketing as a key to organisational commitment: The mediation of work stress and happiness]

Author

Listed:
  • Mario Alberto Salazar-Altamirano

    (Universidad Autónoma de Tamaulipas (México))

  • Orlando Josué Martínez-Arvizu

    (Universidad Autónoma de Tamaulipas (México))

  • David Gómez Sánchez

    (Universidad Autónoma de San Luis Potosí (México))

  • Lorena Gabriela Hernández-Arteaga

    (Universidad Autónoma de Tamaulipas (México))

Abstract

La presente investigación analiza la influencia del marketing interno en el compromiso organizacional, mediado por el estrés laboral y la felicidad laboral, en el contexto de la Gran Renuncia. Justificada por la necesidad de entender las interacciones entre estas variables para mejorar el bienestar y la retención de empleados en entornos empresariales desafiantes, este estudio tiene como objetivos evaluar la relación directa entre marketing interno y compromiso organizacional, y determinar el papel mediador del estrés y la felicidad laboral. Se utilizó una metodología cuantitativa con un diseño no experimental y transversal, recopilando datos a través de un cuestionario en línea administrado a una muestra de 233 empleados de diversas industrias en México, y los datos fueron analizados mediante el modelado de ecuaciones estructurales (PLS-SEM). Los resultados principales indican que el marketing interno tiene una relación positiva y significativa con el compromiso organizacional (β = 0.315, p = 0.01) y la felicidad laboral (β = 0.562, p = 0.01), y una relación negativa con el estrés laboral (β = -0.317, p = 0.01), sin encontrar una relación significativa entre el estrés laboral y el compromiso organizacional (β = 0.050, p = 0.343). Se concluye que la felicidad laboral media significativamente la relación entre marketing interno y compromiso organizacional, subrayando la importancia de implementar estrategias de marketing interno y programas de bienestar para fortalecer el compromiso organizacional y mejorar el entorno laboral.

Suggested Citation

  • Mario Alberto Salazar-Altamirano & Orlando Josué Martínez-Arvizu & David Gómez Sánchez & Lorena Gabriela Hernández-Arteaga, 2025. "El marketing interno como clave del compromiso organizacional: La mediación del estrés laboral y la felicidad [Internal marketing as a key to organisational commitment: The mediation of work stress and happiness]," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 40, pages 1-26.
    • Handle: RePEc:pab:rmcpee:v:40:y:2025:n:6
    DOI: https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10783
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • J28 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Safety; Job Satisfaction; Related Public Policy
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm

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