Purpose: The aim of this paper is to expand the body of knowledge on employer branding by identifying the dimensions of employer attractiveness for Generation Z and to develop a framework for ...employee value creation in the specific context of Croatian culture.
Methodology: The research was conducted on a sample of 220 key informants using the scale developed by Berthon et al. (2005). Since the purpose of the paper was to identify the various dimensions of employer attractiveness as well as the key factors of attractiveness as the basis for value proposition underlying respondents’ perception of employer attractiveness, exploratory factor analysis was applied to analyze the data, i.e. a total of 25 identified employer attractiveness variables. After performing factor analysis, the average rates of importance were measured using summated rating scales for variables of individual factors.
Results: The study identified six organizational attractiveness dimensions relevant to Generation Z. In addition, a value proposition framework was developed. The attractiveness dimensions encompass Organization’s market orientation, Acceptance and good relationships with colleagues, Informal characteristics of the workplace, Potential of the workplace for gaining experience and career advancement, Salary and other material benefits, and Sense of belonging to the organization. The dimensions have changed compared to the original Berthon et al. (2005) scale. These differences can be attributed to the specific needs of young employees and to a specific culture and general current conditions.
Conclusion: In the “war for talent”, especially for young employees who enter the labor market for the first time, marketing concepts can be a powerful weapon. In order to attract them, their needs and wants should be deeply understood. Based on the proposed value proposition framework and the identified organizational dimensions, a valuable employer brand can be developed and the possibilities to attract and engage employees can be increased.
Tourism service providers need to have expressive communication skills to be able to offer a better tourism product and create a pleasant tourist experience. To better understand, conceptualize, and ...achieve the multidimensional concept of communication skills, this paper aims to investigate the literature and propose a measurement scale adapted to the modern tourism workplace. Results, based on a literature review and questionnaire survey, show that five communication skill dimensions emerge: written, oral, listening, digital, and non-verbal communication skills. The paper's theoretical contribution is the systematization of the literature and the conceptualization of communication skills up to date, while its empirical contribution is based on the examination of collected data related to the validated scale measurement. The scale presented in this paper will assist future empirical research on communication skills required in the field of tourism. The paper will help generate novel research questions for identifying and analyzing acquired communication skills.
Innovativeness and new product commercialization are highly important for companies. Therefore, a deep understanding of the impact of all potentially influential drivers of success is critical. The ...purpose of the paper is to explore the impact of internal knowledge sharing on new product selling and sales innovativeness as well as the impact of empowerment on internal knowledge sharing and, indirectly, on new product selling and sales innovativeness.
The research encompassed 101 salespeople working at the top 1000 value added creators in Croatia. The questionnaire was developed and adapted using four scales, to assess internal knowledge sharing, new product selling, sales innovativeness, and empowerment. The data was analyzed by using the PLS-SEM method to examine the relationships between constructs.
As evidenced by the survey results, internal knowledge sharing positively impacts new product selling and sales department’s innovativeness, and empowerment is positively linked to internal knowledge sharing and, indirectly, to new product selling and sales department’s innovativeness.
Managers should underpin different activities in order to enhance empowerment and internal knowledge sharing with the aim to affect companies’ performance in commercialization of a new product and sales department’s innovativeness. Future research could include moderator variables between the empowerment construct and the internal knowledge sharing construct and deepen the insight into the type of information shared, the dynamics of sharing and the barriers in the process, and other factors that positively affect knowledge sharing.
Social networks are one of the largest and fastest-growing marketing tools in the world. Their strength is proven by 3.8 billion users worldwide in 2020. The tool offers great economic potential for ...a commercial brand. This paper focuses on the social network sought after by the millennials - Instagram. One advertisement on Instagram can reach up to 849 million users. One-third of so-called stories are commercial and 200 million users a day look at a business profile. The aim of this paper is to characterize the influence of interactivity in the form of 'liking', commenting, and sharing on consumer shopping behavior. The partial goal of the paper is to characterize the interests of users on the social network Instagram. The paper is based on the stimulus-organism-response paradigm developed by Howard and Sheth (
1969
). The research concerns the influence of interactivity on the motives for using Instagram (O) and especially on brand awareness and the intention to purchase (R). Interactivity only influences responses when it is mediated through the individual's motivation to use the application, whether for hedonistic or utilitarian reasons. The data were obtained using a questionnaire and were evaluated using the Confirmatory Factor Analysis and Equation Structural Modelling.
The aim of the
paper is to discover the student perceptions of climate changes, so the sample
including the Croatian students of economics has been used. The paper contains
the evaluation of the ...importance given to climate changes in relation to other
humankind problems, research on the perceptions of the main causes, serious
character of the phenomenon, concerns, perceived knowledge,
evaluation of sources from which their knowledge has been acquired during
education, as well as their openness to new information. When related to the
population of students and the complete population, the main findings do not
significantly deviate from those in the recent studies of the same kind.
However, compared to the earlier research on the complete population sample,
this study indicates that some advancement in understanding climate changes can
be noticed. The theoretical part surveys the given issue, from viewing climate
changes as the world problem to presenting the trendy perceptions of the
complete population; it also comprises the perceptions that are based on some
studies including the complete population and the population of students in
particular. The practical implication would be that, starting from their
awareness of how serious climate changes are and willingness to learn more
about climate changes, students should be provided with more comprehensive
education to become, as future academic citizens, able to make relevant
decisions on the environmental issues. The limitation of the paper refers to
the small sample including the students of economics, and the original quality
of the study lies in the uniquely determined issues resulting from a
combination with a number of previous studies, also contributing to the
research into student perceptions of climate changes. Based on the
included items, further research into their relationships is recommended.
Svrha rada je istražiti percepcije studenata o klimatskim promjenama što
je učinjeno na uzorku studenata poslovne ekonomije u Hrvatskoj. Rad obuhvaća procjenu značaja klimatskih promjena u odnosu na druge probleme
čovječanstva, ispitivanje percepcija o glavnim uzrocima, ozbiljnosti pojave, zabrinutost, procjenu vlastitog znanja, izvori stečenih spoznaja
tijekom obrazovanja te otvorenost novim informacijama. Glavni nalazi istraživanja ne odstupaju bitno od novijih istraživanja te vrste u odnosu na populaciju studenata te cjelokupnu populaciju, ali u odnosu na
istraživanja cjelokupne populacije iz ranijih godina uočava se napredak
u razumijevanju klimatskih promjena. Teorijski, rad predstavlja presjek
tematike klimatskih promjena od smještanja kao svjetskog problema do percepcije cjelokupne populacije u trendu i prema pojedinim istraživanjima na cjelokupnoj populaciji i posebno populacije studenata.
Praktička implikacija je da bi osnovom svjesnosti ozbiljnosti klimatskih promjena i voljnosti stjecanja novih znanja studentima trebalo pružiti opsežnije obrazovanje kako bi kao akademski građani u budućnosti bili sposobni donositi relevantne odluke u svezi pitanja okoliša. Ograničenje rada je maleni uzorak na studentima ekonomije, a originalnost istraživanja jedinstveno oblikovan predmet istraživanja kombinacijom više prethodnih istraživanja kao doprinos istraživanju percepcija o klimatskim promjenama studenata. Također, osnovom uključenih stavki predlažu se daljnja istraživanja njihovih veza.
Svrha je rada utvrđivanje utjecaja pojedinih faza potrošačkog iskustva s izabranim kategorijama fizičkih proizvoda i usluga na zadovoljstvo životom. Ispituje se i utjecaj zadovoljstva s više područja ...života studenata na zadovoljstvo životom. Koristeći se deskriptivnom statistikom i regresijskom analizom, rezultat je istraživanja da potrošačka dobrobit, koja je ocijenjena tek nešto iznadprosječno, općenito nema važnosti na zadovoljstvo životom, dok osobni i obiteljski odnosi, slobodno vrijeme i obrazovanje imaju značajnijeg utjecaja. Navedeno može biti vezano uz posebnosti uzorka istraživanja, izbor istraživanih skupina proizvoda ili obilježja društveno-ekonomskog trenutka u Hrvatskoj. Istraživanjem se pridonosi razumijevanju utjecaja potrošačke dobrobiti na zadovoljstvo životom te upućuje na detaljnija istraživanja, posebno utjecaja faza održavanja i odlaganja proizvoda na zadovoljstvo životom koje su, glede učinka na okoliš, osobito značajne.
Generation Z has recently entered the tourism labour market, where communication skills have been recognised as one of the most important soft skills. This paper investigates the communication skills ...of Generation Z as future tourism employees. Primary research was conducted using a questionnaire investigate five communication skill dimensions: written, oral, listening, digital, and non-verbal communication skills influencing the intention to improve these communication skills. The research methodology included Importance-Performance Map Analysis (IPMA) based on the PLS method. Findings indicate that nonverbal communication skills belong to the high importance-high performance group, while listening and digital communication skills belong to the low importance-high performance group. Written and oral communication skills belong to the low importance-low performance group. The paper's contribution is an up to date conceptualisation of Generation Z's communication skills and an examination of the most prominent communication skills among the Generation Z respondents.
Consumer Segments in Blockchain Technology Adoption Tanković, Ana Čuić; Prodan, Marina Perišić; Benazić, Dragan
South East European journal of economics and business,
12/2023, Letnik:
18, Številka:
2
Journal Article
Recenzirano
Odprti dostop
Recent research has highlighted the adoption of blockchain technology (BCT) and the increasing recognition of its multiple capabilities for users. The main objective of this paper is to delineate ...different consumer segments based on their BCT beliefs and attitudes. Using a survey method, 934 questionnaires were collected and subjected to hierarchical and K-Means cluster analysis and contingency analysis. The results reveal four identifiable user segments with respect to BCT adoption: Innovators (enthusiastic about BCT), Cautious (careful about BCT), Sceptics (doubtful about BCT), and Suspicious (very distrustful about BCT). These results provide valuable insights into understanding behavioral intentions and serve as a basis for future research.
PurposeThe purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part of all the agents ...that contribute to the formation of this corporate image: the clients, the employees and the hotel management.Design/methodology/approachIn order to better conceptualize and understand the dimensions of corporate image in the hospitality industry, a theoretical systematization and analysis of the literature on corporate image definitions and validated scales to date are presented. The primary research is based on a questionnaire survey that emerged from the theoretical model. The collected data were tested using confirmatory factor analysis and covariance-based structural equation modelling (CB-SEM).FindingsResults indicate that corporate image is a high-order construct that includes the dimensions of symbols from servicescape, employees' behaviour, perception of the organization, perception of the management, perception of the service and perception of the hotel.Research limitations/implicationsThe application of this paper will enable new research in the corporate marketing literature, while the presented multidimensional approach will support future empirical research on corporate image in hospitality.Originality/valueThe paper contributes to theory by conceptualizing the corporate image as high-order construct. It provides evidence of corporate image multidimensionality, comprising six dimensions. Moreover, the findings provide an insight for practitioners to better understand how to manage hotel image.
Svrha – Cilj je rada istražiti utjecaj internog marketinga i osnaživanja na prodaju novog proizvoda i prodajnu inovativnost. Isto tako, istražuje se i veza između prodajne inovativnosti i prodaje ...novog proizvoda.
Metodološki pristup – Podatci su prikupljeni anketnim upitnikom namijenjenim prodajnim profesionalcima. Podatci su analizirani korištenjem PLS modeliranja strukturnih jednadžbi.
Rezultati i implikacije – Rezultati pokazuju da interni marketing (IM) i osnaživanje pozitivno utječu na prodaju novog proizvoda i prodajnu inovativnost. Veza između prodajne inovativnosti i prodaje novog proizvoda nije dokazana. Istraživanje upućuje na odnose među različitim konstruktima (interni marketing, osnaživanje, prodaja novog proizvoda, inovativnost) u području prodaje. Temeljem gore navedenih odnosa, vrhovni prodajni i menadžeri za razvoj novog proizvoda mogu planirati aktivnosti internog marketinga te osnažiti prodajnu silu kako bi na kraju poboljšali komercijalizaciju novog proizvoda i potaknuli svoju inovativnost.
Ograničenja – Istraživanje ima nekoliko ograničenja. Zbog veličine uzorka u istraživanju nije provedena provjera na neustanovljenu heterogenost. Po pitanju veze između prodajne inovativnosti i prodaje novog proizvoda bilo bi uputno uključiti moderatorske i medijatorske varijable. Druge prethodnice prodaje novog proizvoda i prodajne inovativnosti trebaju također biti istražene.
Doprinos – Rad upućuje na odnose između konstrukata u prodajnom okruženju koji, prema saznanjima autora, nisu bili predmetom prethodnih istraživanja.
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