Vpliv internega marketinga na zavzetost zaposlenih
DOI:
https://doi.org/10.37886/Ključne besede:
interni marketing, zavzetost zaposlenih, regresija, poslovna odličnostPovzetek
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.
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