Internal Marketing As A Key To Strategic Human Resources Management In The Education Industry In The Context Of The COVID-19 Pandemic

Several studies prove the relevance of internal marketing in promoting job satisfaction and life satisfaction among professionals. During the COVID-19 Pandemic, educational institutions were faced with a set of challenges that forced the redefinition of strategies appropriate to the context experienced, with internal marketing being a key factor in redefining these same strategies. This study aims to evaluate whether internal marketing is a catalyst for professional satisfaction and life satisfaction among professionals in the Education industry active in Portugal during the COVID-19 Pandemic. To this end, a conceptual research model was developed and 4 study hypotheses were postulated to investigate the purpose of this research based on a quantitative methodology applied to a convenience sample (n=167). The findings obtained proved to be statistically significant, showing internal marketing as a direct and positive predictor of commitment, professional satisfaction and also satisfaction with life. Besides, job satisfaction has been confirmed as a direct and positive determinant of employee performance, commitment, loyalty and satisfaction with life. Finally, commitment was too confirmed as a predictor of employee satisfaction and loyalty. Thus, this research presents itself as an added value for both science and the education industry, as it makes important contributions to the country's educational institutions and enables them to perceive various determinants of professional satisfaction, commitment, employee performance and loyalty, so as to improve strategies that support organizational sustainability and the well-being of educational agents and, in turn, of the students themselves.