Publicação
Internal marketing, satisfaction, and motivation: an application in a context of Portuguese polytechnic higher education
| Resumo: | The main objective of this research is to examine the relationships among Internal Marketing (IM), students’ satisfaction, and students’ motivation within a specific case study at the High School of Communication, Administration, and Tourism of the Polytechnic Institute of Bragança (ESACT-IPB). A quantitative methodology was used by applying a questionnaire to the students of EsACT-IPB. A total of 171 valid responses were obtained, and four multiple linear regression models were estimated using SPSS v26.0. The results showed that IM directly influences students´ satisfaction and motivation. Additionally, we found that students' satisfaction predicts students' motivation and partially mediates the relationship between IM and students' motivation. |
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| Autores principais: | Vila Nova, Edgar |
| Outros Autores: | Correia, Ricardo Jorge; Campos, Susana |
| Assunto: | Internal marketing students´ satisfaction students’ motivation higher education linear regression models |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | comunicação em conferência |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| Resumo: | The main objective of this research is to examine the relationships among Internal Marketing (IM), students’ satisfaction, and students’ motivation within a specific case study at the High School of Communication, Administration, and Tourism of the Polytechnic Institute of Bragança (ESACT-IPB). A quantitative methodology was used by applying a questionnaire to the students of EsACT-IPB. A total of 171 valid responses were obtained, and four multiple linear regression models were estimated using SPSS v26.0. The results showed that IM directly influences students´ satisfaction and motivation. Additionally, we found that students' satisfaction predicts students' motivation and partially mediates the relationship between IM and students' motivation. |
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