ESTRATÉGIAS DE ENDOMARKETING E REDUÇÃO DO TURNOVER: ESTUDO DE CASO EM UMA INDÚSTRIA TÊXTIL DE ITAPETININGA- SP

Abstract

This study aimed to analyze the relationship between endomarketing strategies and turnover reduction in a textile industry located in the municipality of Itapetininga, São Paulo, Brazil. The research was characterized as a descriptive case study with a quantitative approach, using the UWES scale as a data collection instrument to assess work engagement. The results indicated that the adoption of structured endomarketing practices contributes to increased employee engagement and a reduction in turnover intention. It is concluded that strengthening internal communication, professional recognition, and actions focused on employee well-being are relevant factors for talent retention and the improvement of organizational climate.