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Vpliv internega marketinga na zaposlene [Elektronski vir] : magistrsko deloJesenko, MonikaDanes 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.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Jesenko], 2024Language - slovenianCOBISS.SI-ID - 188542467
Author
Jesenko, Monika
Other authors
Podnar, Klement
Topics
Trženje |
Zaposleni |
Zadovoljstvo na delovnem mestu |
Univerzitetna in visokošolska dela |
interni marketing |
zaposleni |
zadovoljstvo |
zavezanost |
internal marketing |
employees |
satisfaction |
commitment
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Jesenko, Monika | |
Podnar, Klement | 21606 |
Source: Personal bibliographies
and: SICRIS
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