20.500.12556/DKUM-38124 POVEZANOST INTERNE MARKETINŠKE NARAVNANOSTI IN ZADOVOLJSTVA ZAPOSLENIH RELATIONSHIP BETWEEN INTERNAL MARKETING AND JOB SATISFACTION Pričujoče magistrsko delo je sestavljeno iz treh delov. Prvi (1) uvodni del zajema klasično sestavo poglavij. V njem je opredeljeno področje in opis problema, zastavljeni so namen, cilji in osnovne trditve naloge. V tem delu so predstavljeni zaposleni na splošno in nujnost, da postane njihovo zadovoljstvo kategorija, ki je enakovredna zadovoljstvu porabnikov, delničarjev in drugih vlagateljev ter s tem del vizije vsakega podjetja. To pomeni, da si mora vodstvo podjetja prizadevati ne le za eksterno marketinško naravnanost temveč tudi za interno ter nenehno preverjati zadovoljstvo svojih internih odjemalcev-zaposlenih. Namen magistrske naloge je ugotoviti povezanost med tema dvema kategorijama. Drugi del (2. in 3. poglavje) je namenjen proučevanju teoretičnih dognanj s področja internega marketinga in zadovoljstva zaposlenih. Uporabljena je metoda deskripcije, in sicer pri predstavitvi obstoječih modelov merjenja, ter metoda kompilacije, saj bomo do ugotovitev prišli tudi tako, da bomo povzemali spoznanja, stališča in rezultate drugih avtorjev. Tretji del (4.poglavje) je namenjen aplikativni raziskavi. Najprej smo predstavili Tovarno olja Gea, d.d. iz Slovenske Bistrice, opisali metode zbiranja in obdelave podatkov in vzorec. Izvedli smo metodologijo raziskave zadovoljstva zaposlenih in interne marketinške naravnanosti. V četrtem delu (5.poglavje) smo povzeli empirične rezultate obeh raziskav ter preverili hipoteze. V zadnjem, petem delu (6.poglavje) povzemamo sklepne ugotovitve in ključne predloge. Ta del je pretežno deskriptivne narave. V njem smo še enkrat na kratko strnili misli, zapisane v predhodnih poglavjih magistrskega dela. The master’s thesis comprises three parts. The first part (Chapter 1) consists of standard sections in which the field of research and the research problem are defined, and the purpose, the goals and the fundamental claims of the thesis are established. The chapter therefore discusses the employees in general and the need to place the category of employee satisfaction at the same level as the satisfaction of consumers, shareholders and other investors, thus incorporating employee satisfaction into the vision of every company. This means that the company management must not be focused on external marketing orientation only but must concentrate also on the internal factors and must continuously survey the satisfaction of its internal users, i.e. the employees. The purpose of this master’s thesis is hence to establish the relations between these two categories. The second part of the thesis (Chapters 2 and 3) focuses on the analysis of theoretical findings in the field of internal marketing and employee satisfaction. Here, the descriptive method of research is used to present the existing models of measuring employee satisfaction. In order to reach our conclusions based on to the findings, the viewpoints and the results of other authors, the compilation method of research is also applied. The third part (Chapter 4) presents the applicative research of the thesis. First, we present the company ‘Tovarna olja Gea, d.d’. from Slovenska Bistrica. In addition, we describe the sample and the research methods used. In the fourth part (Chapter 5) based on the conducted research of job satisfaction and internal marketing orientation, the empirical results are presented and summarised and the hypotheses verified. In the final part (Chapter 6), we summarise the key findings and key suggestions. This part of the thesis is predominantly descriptive as it briefly recapitulates the concepts and the findings given in the preceding chapters. interni marketing interna marketinška naravnanost zaposleni-interni odjemalec zadovoljstvo pri delu motivacija internal marketing internal market orientation employee-internal customer job satisfaction motivation. true true false [A. Geissler] Slovenski jezik Angleški jezik Magistrsko delo 2012-09-17 22:15:26 2013-02-25 13:36:35 2022-04-25 23:12:35 2021-04-18 03:41:55 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 11334172 URN:SI:UM:DK:RUJFI1FY MAG_Geissler_Anja_2012.pdf MAG_Geissler_Anja_2012.pdf 1 FE4A027E3CFE451966663CADD97EB134 f339c110f304738a5908a4ff6819c7aa1f7e62245c8e3416a7b07cf878ac16ab 77320f07-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/fc0c0d8b-7893-479d-91ad-7aca6540db6e https://dk.um.si/Dokument.php?lang=slv&id=51997 Ekonomsko-poslovna fakulteta 0 0 0