Naslov
Key drivers of internal market changes and innovative tools towards an efficient business climate

Autori
Mihajlović, Iris ; Djevojić, Cvijeta ; Stanković, Marino

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
4th International Conference on Applied Mathematics & Computational Science (ICAMCS.net 2021) / - Venecija : ICAMCS, 2021, 1-10

Skup
4th International Conference on Applied Mathematics & Computational Science (ICAMCS.net 2021)

Mjesto i datum
Venecija, Italija, 20.03.2020. - 23.03.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
internal marketing ; employee motivation ; internal communication ; non-profit organization ; employee satisfaction

Sažetak
An analytical approach to certain key factors of internal marketing and examining the strength of their impact (financial and non-financial) on the level of employee motivation in the paper was conducted on a sample of 300 employees - internal customers, nurses and hospital staff. Data were collected based on a survey on employee satisfaction in the workplace in September 2019. Respondents were employees / hospital staff of the regional hospital center in the Republic of Croatia. The areas which were investigated and the intensity of impact on the level of satisfaction, motivation and employee productivity have been sequenced and grouped through key factors according to the areas of internal marketing. The questions were structured based on the time of service spent in the organization according to the loyalty of employees of the non-profit organization, education, further permanent education, participation in professional lectures and seminars, conferences, additional training, application of innovative tools which shows a close connection with employee’s motivation by the non-monetary factor of internal marketing, showing in that way the interest employees express in further training and progress. Issues related to salary, satisfaction with the basic salary, type of employment, type of work, provided answers to questions about employee motivation with regard to the financial factor of internal marketing. Those questions related to when employees use a break at work gave us the answer to the question about the free time to which the employee is entitled to, and which affects the level of his satisfaction. The results of the research confirmed the hypothesis, i.e. the view that certain elements of internal marketing affect employee motivation. In the analysis, inferential statistics methods (Z- test, Chi-Square test) were used to answer the question of whether internal marketing instruments affect employment motivation, and to what extent is the response positive, to what extent they affect motivation, and indirectly, to work productivity. To achieve productivity through motivation and greater employee satisfaction in the non-profit organization, these research results contribute to improving the elements of internal marketing. While there is no consensus on the number of dimensions that characterize Internal Marketing (IM), in this paper, the next common dimensions that are recurring in the literature: internal communication, training and education, a reward system, and empowerment, free time, organizational atmosphere. Organizational atmosphere component influences internal customers' attitudes and behavior (i.e., their satisfaction and commitment). It is linked to internal customers' creativity and productivity. As such, it is a critical factor of organizational performance.

Izvorni jezik
Engleski

POVEZANOST RADA