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Marketing
2019, vol. 50, br. 2, str. 111-123
jezik rada: srpski
vrsta rada: originalan članak
objavljeno: 20/12/2019
doi: 10.5937/markt1902111M
Creative Commons License 4.0
Uticaj verbalne komunikacije na zadovoljenje društvenih potreba zaposlenih i uloga organizacione identifikacije
aUniverzitet 'Union - Nikola Tesla', Beograd
bVisoka škola za poslovnu ekonomiju i preduzetništvo, Beograd

e-adresa: vmilanovic555@gmail.com, radosavljevic.k@gmail.com

Projekat

Optoelektronski nanodimenzioni sistemi - put ka primeni (MPNTR - 45003)

Sažetak

Zaposleni čije potrebe su zadovoljene su više motivisani da, u interesu organizacije kao društvene grupe, ostvaruju bolje performanse pa je zbog toga važno poznavati način na koji se mogu podržati u zadovoljenju ovih potreba. U dosadašnjim studijama u oblasti organizacionog ponašanja, interne komunikacije i internog marketinga nije ispitivana veza između verbalne komunikacije i zadovoljenja društvenih potreba zaposlenih kao i uloga organizacione identifikacije u tome. U ovom radu se težilo odgovoriti na pitanje kako verbalna komunikacija utiče na zadovoljenje društvenih potreba zaposlenih. Pretpostavlja se da je uticaj verbalne komunikacije na nivo zadovoljenja društvenih potreba zaposlenih i organizacionu identifikaciju direktan i pozitivan, ali i indirektan kada ovom odnosu posreduje organizaciona identifikacija. Sledi da verbalna komunikacija ostvaruje uticaj na nivo zadovoljenja društvenih potreba zaposlenih preko organizacione identifikacije. Za testiranje pretpostavki je korišćena metoda strukturnog modelovanja; primenjena je tehnika najmanjih parcijalnih kvadrata. U svrhu prikupljanja podataka sprovedena je anketa (onlajn upitnikom) u poslednjem kvartalu 2018. godine među zaposlenim u Beogradu (Republika Srbija). Rezultati do kojih se došlo u ovom istraživanju potvrdili su hipoteze. Verbalna komunikacija utiče neposredno na nivo zadovoljenja društvenih potreba zaposlenih, ali i posredno, putem povećanja organizacione identifikacije zaposlenih.

Ključne reči

verbalizam; komunikacija; teorija društvenog identiteta; društvene potrebe zaposlenih

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