Authors : Hatima Abdala Luís; Ana Maria C. Sambo

Volume/Issue : Volume 11 - 2026, Issue 4 - April

---

Google Scholar : https://tinyurl.com/4928szx2

Scribd : https://tinyurl.com/vfydczc9

DOI : https://doi.org/10.38124/ijisrt/26apr535

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

---

Abstract : This article investigates the contribution of internal marketing to the motivation of employees at Telecomunicações de Moçambique, SA (TMCEL), through a qualitative case study. The research identified weaknesses in internal communication processes, professional recognition, and organizational climate. The results demonstrate that, despite the potential of internal marketing to promote greater integration and employee satisfaction, its application in the institution is limited. Strategies for professional development, continuous training, and strengthening internal communication are suggested as fundamental measures to boost motivation and organizational performance.

Keywords : Internal Marketing, Motivation, Internal Communication, Organizational Climate, TMCEL.

References :

1. Bekin, SJ (1995). Endomarketing: how to practice it successfully . São Paulo: Atlas.
2. Bekin, SJ (2004). Endomarketing: internal marketing as a management tool . São Paulo: Campus.
3. Bohnenberger, MC, & Pinheiro, RM (2002). Endomarketing: marketing focused on the internal public . Revista de Administração, 37(3), 43-55.
4. Braga, R., Silva, T., & Dornelas, J. (2002). Endomarketing and motivation . In Freire, Woehl, Catapan & Bonfim (Eds.), Organizational studies. Curitiba: InterSaberes.
5. Brum, AL (1998). Endomarketing: internal communication strategies for companies seeking excellence . Porto Alegre: Bookman.
6. Brum, AL (2003). Internal communication and endomarketing: successful strategies in people management . Porto Alegre: Bookman.
7. Cerqueira, W. (1994). Endomarketing: education and culture for quality . São Paulo: Makron Books.
8. Cerqueira, W. (2002). Endomarketing: internal communication as a management tool . São Paulo: Makron Books.
9. Certo, SC (2003). Strategic management: planning and implementing strategy . São Paulo: Pearson Education.
10. Chipongue, J. (2018). Motivation in organizations: theory and practice . Maputo: Escolar Editora.
11. Cunha, MP, Rego, A., Cunha, RC, Cabral-Cardoso, C., & Neves, P. (2016). Handbook of organizational behavior and management . Lisbon: RH Editora.
12. Dias, R. (2012). Quality of life and job satisfaction . Brazilian Journal of Management and Development, 8(1), 15-28.
13. Faingaus Bekin, SJ (1995). Endomarketing: internal marketing as a management tool . São Paulo: Atlas.
14. Fonseca, MO (2002). Methodology of scientific research . São Paulo: Atlas.
15. Freire, S., Woehl, CO, Catapan, A., & Bonfim, MC (2016). People management and internal marketing: studies and practices . Curitiba: InterSaberes.
16. Freixo, AP (2010). Job satisfaction and organizational performance . Lisbon: ISCSP.
17. Gil, AC (2007). Methods and techniques of social research . São Paulo: Atlas.
18. Grönroos, C. (1994). Marketing: management and services . Rio de Janeiro: Campus.
19. Guimarães, SER, & Bzuneck, JA (2002). Motivation at work: contributions from social and organizational psychology . Petrópolis : Vozes .
20. Herzberg, F. (1968). One more time: how do you motivate employees? . Harvard Business Review, 46(1), 53-62.
21. José, CA, & Rosa, FR (2014). Leadership and motivation in organizations . Revista Gestão & Planejamento, 15(3), 205-220.
22. Kotler, P. (2003). Marketing Management: The Millennium Edition . São Paulo: Prentice Hall.
23. Lisboa, A. (2012). Human resources and performance in organizations . Coimbra: Almedina .
24. Lloyd, R., Bond, FW, and Flaxman, PE (2017). Positive psychology at work . London: Wiley.
25. Marchesi, L. (2005). Internal communication as an organizational strategy . Revista de Administração, 40(4), 58-65.
26. Martinelli, SC, & Bartholomeu, D. (2007). Motivation and organizational performance . Revista Psicologia: Teoria e Prática, 9(2), 67-80.
27. Maximiano, ACA (2000). General theory of administration: from the urban revolution to the digital revolution . São Paulo: Atlas.
28. Neto, M. (2016). Job satisfaction: theoretical and practical aspects . Maputo: Escolar Editora.
29. Pereira, C. (2014). Internal communication and organizational commitment . Lisbon: ISCTE.
30. Remondes, J. (2011). Internal marketing and people management . Porto: University of Porto.
31. Robbins, SP (1999). Organizational Behavior . São Paulo: Pearson.
32. Sampieri, RH, Collado, CF, & Lúcio, PB (2006). Research methodology . São Paulo: McGraw-Hill.
33. Suelyn, HP, Oliveira, LM, & Mendes, FM (2016). Motivation at work: theory and practice . Revista Gestão e Desenvolvimento, 13(2), 77-92.
34. Wagner III, JA, & Hollenbeck, JR (1999). Organizational behavior: creating competitive advantage . São Paulo: Saraiva.