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2020, vol. 51, br. 4, str. 259-270
Uticaj brenda poslodavca na korporativnu reputaciju hotelskih preduzeća
Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresajasmina.lukic@kg.ac.rs
Ključne reči: brend poslodavca; korporativna reputacija; ljudski resursi; hotelska preduzeća.
Sažetak
Zaposleni čine jedne od ključnih resursa koji učestvuju u izgradnji korporativne reputacije. Efikasnost delovanja zaposlenih odražava se na korporativnu reputaciju, a zavisi od razvijenosti imovine brenda poslodavca. Koncept brenda poslodavca usmeren je ka izgradnjistatusa atraktivnog poslodavca na tržištu rada i podrazumeva obezbeđivanje određenih funkcionalnih, psiholoških i ekonomskih koristi za potencijalne i trenutno zaposlene. Cilj rada jeste da ispita međuzavisnost dimenzija brenda poslodavca i korporativne reputacije posmatranih hotelskih preduzeća u Republici Srbiji. Sprovođenje istraživanja podrazumevalo je primenu korelacione analize, regresione analize i testova za proveru različitosti između grupa. U radu se posmatraju tri dimenzije brenda poslodavca: funkcionalno-ekonomska vrednost, društvena i interesna vrednost. Dokazano je i prisustvo pozitivne istatistički značajne korelacije između dimenzija brenda poslodavca i korporativne reputacije posmatranih hotelskih preduzeća. Na osnovu obrađenih podataka, dokazan je i uticaj dimenzija brenda poslodavca na korporativnu reputaciju hotela, pri čemu najjači uticaj na istu imaju društvena i funkcionalnoekonomska vrednost brenda poslodavca. Neparametarskim testovima nije utvrđena statistički značajna razlika u nivou razvijenosti dimenzija brenda poslodavca između hotela različitih kategorija.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt2004259O
objavljen u SCIndeksu: 03.04.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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