20.500.12556/DKUM-91584 Analysing the relationship between hotelsʹ internal marketing and employee engagement dimensions Istraživanje veze između internog marketinga u hotelu i različitih dimenzija angažmana zaposlenika Purpose – In the hotel industry, as in all services, the goal is to have satisfied employees who are engaged in their job. From a marketing perspective, one of the possible ways companies can achieve that is by adopting internal marketing practices. Hence, the purpose of this paper is to research the relationship between internal marketing and different dimensions of employee engagement (emotional, cognitive and physical) in the hotel industry. Design/Methodology/Approach – The data was collected through a paper-and-pencil questionnaire on a sample of 573 hotel employees in Croatia. Adapted scales from previous research were used for measuring research constructs using the back-translation technique. Conceptual model and hypotheses were tested with covariance based structural equation modelling. Findings and implications – The results show that internal marketing had a positive and statistically significant impact on emotional and cognitive engagement. Cognitive engagement, in turn, had a positive impact on emotional and physical engagement, while emotional engagement had a positive impact on physical engagement. Limitations – The use of self-evaluations could potentially cause social desirability bias. The study is limited only to Croatian hotels, which might vary from hotel industries in other parts of the world. Originality – This paper contributes to the development of internal marketing, as it identifies the relationship between internal marketing and different forms of employee engagement. Employee engagement is approached multidimensionally as consisting of emotional, cognitive and physical engagement. By distinguishing different engagement dimensions, the paper contributes to the theory of personal engagement with testing employee engagement concept in the hotel industry. Svrha - U hotelijerstvu, kao i u svim uslugama, cilj je imati zadovoljne zaposlenike koji su angažirani na svojim radnim mjestima. Kako bi se to postiglo, poduzeća implementiraju interni marketing. Stoga je svrha ovoga rada istražiti vezu između internog marketinga i različitih dimenzija angažmana zaposlenika (emocionalnog, kognitivnog i fizičkog) u hotelijerstvu. Metodološki pristup - Podatci su sakupljeni anketnim upitnikom na uzorku od 573 zaposlenika u hotelima u Hrvatskoj. Mjerni instrument sastoji se od prilagođenih ljestvica iz prošlih istraživanja, a koristio se povratni prijevod s engleskoga na hrvatski jezik. Konceptualni model i hipoteze testirani su metodom strukturnih jednadžbi koji se zasnivaju na kovarijantnim strukturama. Rezultati i implikacije – Rezultati upućuju na to da interni marketing ima pozitivan i statistički značajan utjecaj na emocionalni i kognitivni angažman zaposlenika u hotelijerstvu. Kognitivni angažman ima pozitivan utjecaj na emocionalni, ali i fizički angažman zaposlenika. Isto tako, emocionalni angažman ima pozitivan utjecaj na fizički angažman zaposlenika. Ograničenja - U radu su korištene ljestvice koje koriste samoprocjenu, što može imati za posljedicu da ispitanici daju društveno poželjne odgovore. Istraživanje se fokusira i samo na Hrvatsku, čije hotelijerstvo može imati neke specifičnosti u odnosu na druge države. Doprinos - Rad doprinosi razvoju praksi internoga marketinga i identificira veze između njega i različitih oblika angažmana zaposlenika. Angažman zaposlenika analizira se kao višedimenzionalan konstrukt koji se sastoji od emocionalnog, kognitivnog i fizičkog angažmana. Kroz razlikovanje njegovih različitih vrsta rad doprinosi teoriji osobnog angažmana kroz testiranje koncepta angažmana zaposlenika u hotelijerstvu. internal marketing employee engagement hotel industry hotels Croatia nterni marketing angažman zaposlenika hotelijerstvo hoteli Hrvatska true false true Cromar, Hrvatska zajednica udruga za marketing; Ekonomski fakultet, Katedra za marketing Angleški jezik Hrvaški jezik Znanstveno delo 2025-01-16 14:45:18 2025-01-16 15:09:47 2025-01-17 03:12:08 0000-00-00 00:00:00 2020 0 0 Ključne besede v slovenščini: interni marketing, zavzetost zaposlenih, hoteli, hotelirstvo, Hrvaška, turizem, zaposleni, trženje Str. 49-65 Letn. 32 2020 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2020-12-16 338.48:339.138 43522051 10.22598/mt/2020.32.spec-issue.49 0353-4790 Crnjar-2020-ANALYSING_THE_RELATIONSHIP_BETWEEN.pdf Crnjar-2020-ANALYSING_THE_RELATIONSHIP_BETWEEN.pdf 1 07F2EA232D4C81AB271E969689F4FFCA 93c09570120142b682d477716f81591041cdefcd1d00d40a98efc2714904e672 63b74fa3-d413-11ef-8ff8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=187910 https://doi.org/10.22598/mt/2020.32.spec-issue.49 1 207a67fa-d410-11ef-8ff8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=187908 Ekonomsko-poslovna fakulteta 0 0 0