magistrsko delo
Monika Jesenko (Author), Klement Podnar (Mentor)

Abstract

Danes interni marketing prepoznavamo kot uveljavljen in razširjen koncept, ki že dolga leta zaseda enega izmed osrednjih mest v pozornosti tako teoretikov kot tudi v praksi delovanja organizacij. Sestava, delovanje in vrednost internega marketinga so predstavljeni v teoretičnem delu dotične magistrske naloge. Koncept, ki obravnava zaposlene kot stranke in delovna mesta kot produkte, se v obsežni literaturi izpostavlja kot ključno orodje za izboljšanje zadovoljstva in zavezanosti zaposlenih v sodobnih organizacijah. Empirični del naloge se osredotoča na raziskovanje vpliva internega marketinga na zaposlene, pri čemer so zajete poddimenzije, kot so tržno usposabljanje in izobraževanje, podpora vodstvu, interno komuniciranje, upravljanje osebja in vključenost zaposlenih v zunanjo komunikacijo. S pomočjo kvantitativnih analiz so bili izpeljani štirje strukturni modeli. Rezultati kažejo na pozitiven vpliv vseh omenjenih dimenzij na zadovoljstvo pri delu ter na vse tri dimenzije zavezanosti - normativno, trajnostno in afektivno zavezanost, pri čemer je opažen tudi posredni učinek zadovoljstva pri delu na zavezanost zaposlenih. Zaključki naloge prispevajo k poglobljenemu razumevanju pomena internega marketinga ter izpostavljajo njegovo ključno vlogo pri ustvarjanju pozitivnega delovnega okolja, še posebej v dinamičnih razmerah, kar lahko pozitivno vpliva na uspešnost organizacij.

Keywords

interni marketing;zaposleni;zadovoljstvo;zavezanost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Jesenko]
UDC: 658.8:331.101.32(043.2)
COBISS: 188542467 Link will open in a new window
Views: 26
Downloads: 8
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Other data

Secondary language: English
Secondary title: The impact of internal marketing on employees
Secondary abstract: Today, we recognize internal marketing as an established and widespread concept, which for many years has occupied one of the central places in the attention of theorists as well as from the practical point of view on the organizations’ side. The composition, function and value of internal marketing are presented in the theoretical part of the master's thesis in question. The concept of treating employees as customers and jobs as products is positioned in the extensive literature as a key tool for improving employee satisfaction and commitment in today’s modern organizations. The empirical part of the assignment focuses on researching the impact of internal marketing on employees, covering sub-dimensions such as marketing training and education, management support, internal communication, personnel management and employee involvement in external communication. With the help of quantitative analyses, four structural models were derived. The results show a positive influence of all the mentioned dimensions on job satisfaction and on all three dimensions of commitment - normative, continuance and affective commitment, with an indirect effect of job satisfaction on employee commitment also observed. The conclusions of the assignment contribute to a deeper understanding of the importance of internal marketing and highlight its key role in creating a positive work environment, especially in dynamic conditions, which can have a positive impact on the success of organizations.
Secondary keywords: internal marketing;employees;satisfaction;commitment;Trženje;Zaposleni;Zadovoljstvo na delovnem mestu;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 1 spletni vir (1 datoteka PDF (92 str.))
ID: 23088379