Vpliv internega marketinga na zavzetost zaposlenih

Alenka Mekiš (Author), Damjan Maletič (Author), Matjaž Maletič (Author)

Abstract

Raziskovalno vprašanje (RV): V kolikšni meri dimenzije internega marketinga vplivajo na zavzetost zaposlenih? Namen: Namen študije je raziskati odnos med internim marketingom in zavzetostjo zaposlenih na primeru slovenskega proizvodnega podjetja. Metoda: Uporabili smo empirične podatke pridobljene s pomočjo ankete med zaposlenimi v slovenskem podjetju. Za proučevanje vpliva dimenzij internega marketinga na zavzetost zaposlenih smo uporabili eksplorativno faktorsko analizo in multiplo regresijsko analizo. Rezultati: Rezultati so pokazali, da dve dimenziji internega marketinga pozitivno in statistično pomembno vplivata na zavzetost zaposlenih, in sicer "Empatija in pozornost pri vodenju" ter "Kakovosti dela in nagrade". Organizacija: Ugotovitve raziskave se kažejo tudi v smernicah za prakso. Organizacije naj bi se osredotočale na interni marketing z namenom povečanja zavzetosti zaposlenih. Le-ta se smatra kot pomemben element pri doseganju poslovne odličnosti. Družba: Potrjeno je bilo, da ima interni marketing pomemben vpliv na družbo, predvsem na zaposlene. V nadaljevanju bi lahko trdili, da zavzetost zaposlenih posledično izboljša tudi počutje zaposlenih. Originalnost: Čeprav so predhodne študije že potrdile, da interni marketing vpliva na zavzetost zaposlenih, ta študija obravnava raziskovalno področje z vidika poslovne odličnosti. Omejitve/nadaljnje raziskovanje: Ena od raziskovalnih priložnosti je raziskati faktorje oziroma determinante, ki pospešujejo ali zavirajo interni marketing. Poleg tega, bi lahko vplivali na povezavo med internim marketingom in zavzetostjo zaposlenih tudi številni drugi faktorji. Nadaljnje študije bi lahko raziskale možne moderatorje in mediatorje (kot je to zadovoljstvo na delovnem mestu) na tej povezavi. Ravno tako bi s povečanjem vzorca lahko izboljšali posploševanje ugotovitev raziskave.

Keywords

interni marketing;zavzetost zaposlenih;regresija;poslovna odličnost;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	1.01 - Original Scientific Article
Organization:	UM FOV - Faculty of Organizational Sciences
UDC:	005.6
COBISS:	7599891
ISSN:	2232-5204
Parent publication:	Revija za univerzalno odličnost
Views:	940
Downloads:	138
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The influence of internal marketing on employee engagement
Secondary abstract:	Research Question (RQ): To what extent the internal marketing dimensions influence employee engagement? Purpose: This study aims at investigating the relationship between internal marketing and employee engagement in the case of the Slovenian company. Method: Using empirical data based on a survey among employees in Slovenian company this paper utilized exploratory factor analysis and regression analysis to examine the effects of internal marketing dimensions on employee engagement. Results: The results showed that two dimensions positively and significantly influence the employee engagement, namely “empathy and attention in leadership” and “work quality and awards”. Organization: The results have significant managerial implications suggesting that organizations should put the focus on internal marketing in order to enhance employee engagement. The latter is considered as an important element in achieving business excellence. Society: It is argued that internal marketing affects the important entity of society, namely employees. In addition, it could be advocated that employee engagement ultimately improve employee wellbeing. Originality: Although prior studies have found the evidence that internal marketing positively influences employee engagement, this paper further elaborates the research phenomenon through the lenses of business excellence. Limitations/Future Research: One research opportunity is to examine the factors (i.e. antecedents) that drive or hinder the internal marketing. Furthermore, the relationship between internal marketing and employee engagement could be mediated by several factors. Future studies should search for possible mediators and moderators (e.g. job satisfaction) in this relation. Increase in sample size would also improve the generalizability of the findings.
Secondary keywords:	internal marketing;employee engagement;regression;excellence;
URN:	URN:SI:UM:
Type (COBISS):	Scientific work
Pages:	str. 159-174, 174
Volume:	ǂLet. ǂ5
Issue:	ǂšt. ǂ2
Chronology:	2016
ID:	10850925