Vpliv internega marketinga na delovno izgorelost zaposlenih, delovno zavzetost zaposlenih in pohvale na delovnem mestu v slovenskih podjetjih

Repnik, Ana

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Title:	Vpliv internega marketinga na delovno izgorelost zaposlenih, delovno zavzetost zaposlenih in pohvale na delovnem mestu v slovenskih podjetjih
Authors:	ID Repnik, Ana (Author) ID Rožman, Maja (Mentor) More about this mentor... ID Milfelner, Borut (Comentor)
Files:	MAG_Repnik_Ana_2024.pdf (2,88 MB) MD5: BDD4C05A1F837945ABAFB41E3674B4B4
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Interni marketing postaja eden izmed ključnih marketinških strategij podjetij. Podjetja z vlaganjem v svoje zaposlene na način, da usposabljajo in razvijajo njihove spretnosti ter sposobnosti, vplivajo na to, da so njihovi zaposleni motivirani za dobro opravljanje svojega dela. Tako torej interni marketing obravnava svoje zaposlene kot interne odjemalce, s katerimi poskuša podjetje vzpostaviti proces menjave in na ta način vplivati na zadovoljstvo svojih zaposlenih. V preteklosti in še danes raziskovalci dajejo vse večji poudarek prav tako na delovno izgorelost zaposlenih, ki se med njimi vse bolj pojavlja, zaradi prevelikega stresa ter delovnih obremenitev na delovnem mestu. V zvezi s tem sta povezani tudi delovna zavzetost zaposlenih in pohvale na delovnem mestu, ki na drugi strani pozitivno vplivajo na produktivnost ter pozitivne odnose. Magistrsko delo je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu smo opredelili interni marketing, zapisali razsežnosti oz. dimenzije internega marketinga in vpliv internega marketinga na kakovost storitev. Poleg tega smo opredelili delovno izgorelost zaposlenih, proučili dejavnike, ki vplivajo na delovno izgorelost, simptome in posledice delovne izgorelosti ter preprečevanje in odpravljanje delovne izgorelosti. Prav tako smo opredelili delovno zavzetost zaposlenih, zapisali posledice in razsežnosti delovne zavzetosti zaposlenih, dejavnike, ki vplivajo na delovno zavzetost zaposlenih ter proučili krepitev delovne zavzetosti zaposlenih. Kot zadnje smo še opredelili pohvale na delovnem mestu in proučili izražanje pohval na delovnem mestu. V empiričnem delu smo raziskovali, ali so zaposleni v Slovenskih podjetjih delovno izgoreli in delovno zavzeti. Poleg tega smo raziskovali, ali interni marketing vpliva na delovno izgorelost zaposlenih, delovno zavzetost zaposlenih in na pohvale na delovnem mestu. Vse pridobljene podatke smo pridobili s pomočjo anketnega vprašalnika, ki je bil objavljen na socialnem omrežju Facebook, poleg tega pa smo spletni naslov anketnega vprašalnika poslali naključno izbranim anketirancem. Rezultati kažejo, da zaposleni v slovenskih podjetjih niso delovno izgoreli. Poleg tega smo ugotovili, da so zaposleni v slovenskih podjetjih delovno zavzeti, saj smo zastavljeno hipotezo delno potrdili. Ugotavljamo še, da interni marketing delno vpliva na delovno izgorelost zaposlenih, delovno zavzetost zaposlenih in na pohvale na delovnem mestu, saj smo vse tri hipoteze delno potrdili.
Keywords:	interni marketing, delovna izgorelost zaposlenih, delovna zavzetost zaposlenih, pohvale na delovnem mestu
Place of publishing:	Maribor
Publisher:	A. Repnik
Year of publishing:	2024
PID:	20.500.12556/DKUM-87131
UDC:	339.138:331.1
COBISS.SI-ID:	195400195
Publication date in DKUM:	05.12.2024
Views:	216
Downloads:	104
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	21.02.2024

Secondary language

Language:	English
Title:	The impact of internal marketing on employee burnout, employee engagement and employee appreciation in Slovenian companies
Abstract:	Internal marketing is becoming one of the key marketing strategies of companies. By investing in their employees to train and develop their skills and abilities, companies have an impact on motivating their employees to do their jobs well. Thus, internal marketing treats its employees as internal customers with whom the company tries to establish a process of exchange and thus influences the satisfaction of its employees. In the past and still today, researchers are placing increasing emphasis on work burnout among employees, as it occurs more and more among employees, due to excessive stress and workloads at the workplace. In this regard, there is also a link between employee engagement and workplace praise, which in turn has a positive impact on productivity and positive relationships. The Master's thesis consists of theoretical and empirical work. In the theoretical part, we defined internal marketing, and wrote down the dimensions of internal marketing and the impact of internal marketing on the quality of services. In addition, we identified the burnout rate of employees, examined the factors influencing burnout, the symptoms and consequences of burnout, and the prevention and elimination of burnout. We also defined employee engagement, recorded the consequences and extent of employee engagement, factors influencing employee engagement, and examined the strengthening of employee engagement. Finally, we defined employee appreciation and looked at the expression of employee appreciation. In the empirical work, we investigated whether employees in Slovenian companies are burned out and engaged. In addition, we investigated whether internal marketing affects employee burnout, employee engagement and employee appreciation. All collected data were obtained using a questionnaire published on the social network Facebook, in addition to which the web address of the questionnaire was sent to randomly selected respondents. The results show that employees in Slovenian companies are not burned out. In addition, we found that employees in Slovenian companies are engaged in work because we partially accepted this hypothesis. We also found that internal marketing partly affects employee burnout, employee engagement and employee appreciation, as we partially accepted all three hypotheses.
Keywords:	internal marketing, employee burnout, employee engagement, employee appreciation

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