Zaznavanje dejavnikov internega marketinga in produktivnosti zaposlenih glede na mesto dela

Vinkovič, Dona

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Title:	Zaznavanje dejavnikov internega marketinga in produktivnosti zaposlenih glede na mesto dela
Authors:	ID Vinkovič, Dona (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	MAG_Vinkovic_Dona_2025.pdf (2,41 MB) MD5: D8526EEEFF92A8B0AF0079F5C2945794
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	Interni marketing, produktivnost zaposlenih, delo od doma, delo v pisarni, dejavniki internega marketinga
Place of publishing:	Maribor
Publisher:	D. Vinkovič
Year of publishing:	2025
PID:	20.500.12556/DKUM-92780
UDC:	339.138:331.1
COBISS.SI-ID:	245583619
Publication date in DKUM:	13.08.2025
Views:	93
Downloads:	45
Metadata:
Categories:	EPF
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Licences

License:	CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-sa/4.0/
Description:	This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.
Licensing start date:	13.05.2025

Secondary language

Language:	English
Title:	Perception of internal marketing factors and employee productivity in relation to the workplace
Abstract:	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.
Keywords:	Inernal marketing, employee productivity, remote work, office work, internal marketing factors

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