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Publicação
Internal marketing, satisfaction, and motivation: an application in a context of Portuguese polytechnic higher education
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Internal marketing students´ satisfaction students’ motivation higher education linear regression models
Contexto Educativo
Citação
Vila Nova, E.; Correia, R. J.; Campos, S. (2026). Internal marketing, satisfaction, and motivation: an application in a context of Portuguese polytechnic higher education. IV Conferência Internacional de Políticas Públicas e Ciência de Dados (IVCIPPCD): Livro de resumos alargados. p. ISBN: 978-972-745-371-9.
Editora
Instituto Politécnico de Bragança