Endomarketing based on Neuro-linguistic Programming

Abstract

The objective of the present investigation was to analyze the Endomarketing based on Neurolinguistic Programming (NLP) present in the self-service hardware stores of the Maracaibo Municipality. The methodology used responds to the type of non-experimental, cross-sectional, descriptive research. As a result, it was obtained that the Endomarketing variable based on NLP is given an adequate management. The above is a consequence of an adequate level in the dimensions of Endomarketing factors, NLP metamodels and sensory perception systems. It also concludes, among other aspects, that internal factors, technical skills and seniority, are controlled and have a positive influence on the process. Finally, it is recommended to go to experts in the area of NLP so that through experiential workshops the representative systems of the advisors are identified and strategies are established for their proper use. Keyword-Sensory perception systems, NLP, Endomarketing I. INTRODUCTION Neuro-linguistic programming (NLP) is a tool that allows us to improve interpersonal communication by explaining in a coherent way, how the human mind works and how it processes information into experience, using these experiences in a positive and very subjective way to achieve benefits personal, professional and in organizations [1]. For this reason, NLP is used in professional fields such as marketing, management and sports training. In marketing, for example, the market segments are composed of individuals who, although they have similarities among the traditional segmentation bases, also have different sensory modalities. Therefore, if consumers within a segment of the target market do not speak the same sensory language, marketers do not send their message to everyone in that segment [2]. Successful companies realize that the real competitive advantage lies in their people, so, NLP is emerging as an effective tool because it is recognized as one of the best available sources of knowledge about people's skills. This is significant, because employees are the most important asset of a company, and using NLP skills to maintain a good relationship with and with employees is crucial. Therefore, the acquisition of NLP skills would make them successful [3]. However, although NLP is not yet popular, given that it is still a relatively recent concept, people and businesses are increasingly aware of the concept and its tangible positive influence on business performance [4]. For example, in [5], the role of Neuro-linguistic Programming in the construction of the capacities of an organization is examined. Their results revealed that NLP gives managers and staff a significant improvement in efficiency to work, understand and motivate other people, both individually and in groups. Furthermore, it is revealed that an NLP-oriented manager is solid in all aspects, especially with the human factor, which is the vital element in this scenario. On the other hand, Endomarketing provides a perspective to attract and retain employees of continuous quality. The focus ...