20.500.12556/DKUM-92780 Zaznavanje dejavnikov internega marketinga in produktivnosti zaposlenih glede na mesto dela Perception of internal marketing factors and employee productivity in relation to the workplace Magistrsko delo obravnava vpliv dejavnikov internega marketinga na zaznano produktivnost zaposlenih glede na mesto opravljanja dela – v pisarni ali od doma. Interni marketing, ki vključuje motivacijo, krepitev moči zaposlenih, interno komunikacijo ter usposabljanje in razvoj, je ključnega pomena za oblikovanje učinkovitega delovnega okolja. S pomočjo kvantitativne analize smo ugotovili, da imata krepitev moči zaposlenih in interno komuniciranje statistično značilen vpliv na produktivnost, kar potrjuje teoretične domneve o pomenu avtonomije, kompetentnosti in vpliva na delo. Preostala dva dejavnika, motivacija in usposabljanje, nista pokazala neposrednega vpliva na zaznano produktivnost v okviru analiziranega vzorca. Prav tako se je izkazalo, da so vplivi internega marketinga močnejši pri zaposlenih, ki delo opravljajo pretežno v pisarni. Rezultati raziskave ponujajo pomembne usmeritve za organizacije, ki želijo prilagoditi svoje interne strategije različnim oblikam dela in tako izboljšati učinkovitost zaposlenih. Ugotovitve nakazujejo potrebo po bolj celostnem pristopu k notranji organizaciji dela, ki bi poleg strukturiranih ukrepov vključeval tudi kontinuirano spremljanje potreb zaposlenih v različnih delovnih okoljih. The master's thesis examines the impact of internal marketing factors on perceived employee productivity in relation to the place of work – in-office or remote. Internal marketing, which encompasses motivation, employee empowerment, internal communication, training and development, is was proposed to be and important factor for creating an effective work environment. Quantitative analysis showed that employee empowerment and internal communication have a statistically significant effect on productivity, confirming theoretical assumptions regarding the importance of autonomy, competence, and perceived influence at work. The other two factors, motivation and training, did not demonstrate a direct impact on perceived productivity within the analyzed sample. Furthermore, the influence of internal marketing proved to be stronger among employees working predominantly in the office. The findings of the research offer valuable insights for organizations aiming to adapt their internal strategies to diverse working arrangements in order to enhance employee performance. The results highlight the need for a more holistic approach to internal work organization, one that incorporates not only structured measures but also continuous monitoring of employee needs across different work settings. Interni marketing produktivnost zaposlenih delo od doma delo v pisarni dejavniki internega marketinga Inernal marketing employee productivity remote work office work internal marketing factors true true false D. Vinkovič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-05-13 09:13:01 2025-08-13 13:31:59 2025-08-14 03:30:05 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:331.1 245583619 MAG_Vinkovic_Dona_2025.pdf MAG_Vinkovic_Dona_2025.pdf 1 D8526EEEFF92A8B0AF0079F5C2945794 e29656fa7319d4e2b0dd402db7759107127106c13775f1bce7d883517d4271b1 049c7ad7-5d84-11f0-b0f7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=193465 Ekonomsko-poslovna fakulteta 0 0 0