Impact of Endomarketing Strategies on Employee Engagement and Job Performance in SME Sector Companies in Latin American Contexts

This study examines the relationship between endomarketing strategies and employee commitment in small and medium-sized enterprises (SMEs) of the Ceres Owners Association in Vitarte-Lima. Using a quantitative, descriptive, and correlational approach, an extensive literature review was conducted to establish a theoretical foundation, supplemented by empirical data collected through surveys of 298 workers, selected via stratified random sampling from a total population of 1,320 employees. The measurement tool consisted of a validated questionnaire that assessed the variables of endomarketing and organizational commitment. The results show that endomarketing strategies, including participatory decision-making, flexible work environments, and continuous training, significantly influence employees’ commitment levels. Additionally, statistical analysis reveals positive correlations between endomarketing practices and job satisfaction, affective commitment, and organizational loyalty. The research emphasizes the importance of implementing specific actions that strengthen internal communication, foster motivating environments, and develop ongoing training programs to improve employee engagement and performance. In conclusion, the study contributes to understanding how endomarketing strategies impact work commitment, offering practical recommendations aimed at optimizing talent management in similar contexts and thereby enhancing the competitiveness and sustainability of small and medium-sized organizations in emerging markets.