Leadership 4.0 and endomarketing in job satisfaction in private universities
DOI:
https://doi.org/10.5281/zenodo.14835174Keywords:
internal communication, endomarketing, digital leader, motivation, job satisfactionAbstract
This work is aligned with Sustainable Development Goal (SDG) 8, focused on “Decent Work and Economic Growth”, by proposing improvements in working conditions and promoting productive and innovative environments that drive sustainable economic growth. The research analyzes how Leadership 4.0 and endomarketing affect the job satisfaction of teachers in private universities in North Lima during 2024. With an applied approach and a quantitative methodology of non-experimental cross-sectional design, 274 teachers participated. The findings confirm the validity of the theoretical model, showing that Leadership 4.0 and endomarketing explain 58.76% of the variability in job satisfaction (Chi square 58.769, Cox and Snell 0.331, Nagelkerke 0.454, McFadden 0.307). It is concluded that leadership 4.0 enhances digital skills, while endomarketing reinforces internal communication and recognition, promoting a harmonious and motivating environment.
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