Metrika

  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:6
  • preuzimanja u poslednjih 30 dana:2

Sadržaj

članak: 10 od 39  
Back povratak na rezultate
2017, vol. 48, br. 2, str. 115-130
Povezanost internog marketinga i satisfakcije zaposlenih u bankama
Univerzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment - FIMEK

e-adresapetrazdjelaric@gmail.com, majaciric79@yahoo.com, sbrkanlic@gmail.com
Sažetak
Stvaranje baze zadovoljnih i lojalnih klijenata jedan je od preduslova za dugoročan opstanak banke na konkurentnom tržištu, kakvo je danas. Kako je za ostvarenje satisfakcije klijenata i izgradnju lojalnosti neophodno imati kompetentne, zadovoljne i motivisane zaposlene, banke sve veću pažnju pomeraju od tradicionalnog ka internom marketingu. Stoga je cilj ovog istraživanja da se utvrdi koje su to ključne aktivnosti internog marketinga koji su od presudnog značaja za percepciju ukupnog kvaliteta internog marketinga od strane zaposlenih u bankama. Osim toga, nastoji se utvrditi da li su sve ekstrahovane ključne aktivnosti internog marketinga povezane sa svim oblicima satisfakcije zaposlenih poslom. Istraživanje je sprovedeno u osam filijala dve banke u Beogradu i u Novom Sadu, a obuhvaćeno je 165 ispitanika zaposlenih u tim bankama. Na osnovu dobijenih rezultata data je naučna potvrda o značaju internog marketinga za satisfakciju zaposlenih u bankama, kao i preporuke za menadžere banke na koje aktivnosti internog marketinga je potrebno da se fokusiraju kako bi postigli sveukupnu satisfakciju svojih zaposlenih.
Reference
Ahmed, P.K., Rafiq, M., Saad, N.M. (2003) Internal marketing and the mediating role of organizational competencies. European Journal of Marketing, vol. 37(9), str. 1221 -1241
Al-Hawary, S.I.S., Al-Qudah, K.A.M., Abutayeh, P.M., Abutayeh, S.M., Al-Zyadat, D.Y. (2013) The impact of internal marketing on employee's job satisfaction of commercial banks in Jordan. Interdisciplinary Journal of Contemporary Research in Business, 4(9): 811-826
Alonderienė, R. (2010) Enhancing informal learning to improve job satisfaction. Baltic Journal of Management, 5(2): 257-287
Ćirić, M. (2013) Upravljanje odnosima sa klijentima u bankama. Novi Sad: Fakultet za ekonomiju i inženjerski menadžment u bankama
Ćorović, B., Šekularac-Ivošević, S. (2011) Ljudski resursi kao ključna spona menadžmenta ljudskih resursa i marketinga uslužnog privrednog društva. Ekonomski pogledi, br. 3, str. 89-101
Davis, T.R.V. (2001) Integrating internal marketing with participative management. Management Decision, 39(2): 121-132
Davoudi, S.M.M., Kaur, R. (2012) The link between internal marketing and human resource management. Arth Prabhand: A Journal of Economics and Management, 1 (2), 59-72
Dobrijević, G. (2008) Rastući značaj interne komunikacije za poslovni uspeh kompanija. Singidunum revija, 5 (1): 173-181
Domazet, I. (2011) Uloga internog marketinga u unapređenju kvaliteta ljudskih resursa. u: Zubović J. [ur.] Aktivne mere na tržištu rada i pitanja zaposlenosti, Beograd: Institut ekonomskih nauka, str. 260-280
Đurović, M. (2008) Strategija internog marketinga u upravljanju ljudskim resursima. Beograd: Telekom Srbija
Evanschitzky, H., Wangenheim, F.v., Wünderlich, N.V. (2012) Perils of Managing the Service Profit Chain: The Role of Time Lags and Feedback Loops. Journal of Retailing, 88(3): 356-366
Ferdous, A.S. (2008) Integrated Internal Marketing Communication (IIMC). Marketing Review, 8(3): 223-235
George, W.R. (1990) Internal marketing and organizational behaviour: A partnership in developing customer conscious employees at every level. Journal of Business Research, vol. 20, str. 63-70
George, W.R., Gronroos, C. (1989) Developing customer conscious employees at every level: Internal marketing. u: Congram C.A. [ur.] The AMA Handbook of Services Marketing Congram, New York: AMACOM, str. 85-100
Gilmore, A. (2003) Services, Marketing and Managament. London: Sage Publications
Glassman, M., McAfee, B. (1992) Integrating the personnel and marketing functions: The challenge of the 1990s. Business Horizons, 35(3): 52-59
Gounaris, S.P. (2006) Internal-market orientation and its measurement. Journal of Business Research, 59, str. 432-448
Gronroos, C. (1990) Service Management and Marketing: Managing the Moment of Truth in service Competition. Lexington: Lexington Books
Haghighikhah, M., Khadang, M., Arabi, M. (2016) Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan’s Saderat Bank. International Journal of Marketing Studies, 8(2): 147
Hartline, M.D., Jones, K.C. (1996) Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions. Journal of Business Research, 35(3): 207-215
Hee, Y.M., Beatty, S.E., Suh, J. (2001) The effect of work climate on critical employee and customer outcomes. International Journal of Service Industry Management, 12(5): 500-521
Homburg, C., Stock, R.M. (2005) Exploring the conditions under which salesperson work satisfaction can lead to customer satisfaction. Psychology and Marketing, 22(5): 393-420
Hwang, I.S., Chi, D.J. (2005) Relationships among internal marketing, employee job satisfaction and international hotel performance: an empirical study. International journal of Management, 22(2): 285-293
Jarvi, P. (2009) Internal marketing and commitment of the employees when managing the customer oriented business. Jyvaskyla: University of Jyvaskyla-School of Business and Economics
Kelemen, M., Papasolomou, I. (2007) Internal marketing: a qualitative study of culture change in the UK banking sector. Journal of Marketing Management, 23(7-8): 746-768
Kotler, P., Keller, K.L. (2006) Marketing menadžment. Beograd: Data status
Kotler, P. (2000) Marketing Management. Englewood Cliffs: Prentice Hall, 11th ed
Koys, D.J. (2001) The effects of employee satisfaction, organizational citizenship behavior, and turnover on organizational effectiveness: a unit-level, longitudinal study. Personnel Psychology, 54(1): 101-114
Lings, I. (2004) Internal market orientation Construct and consequences. Journal of Business Research, 57(4): 405-413
Lings, I.N., Greenley, G.E. (2005) Measuring Internal Market Orientation. Journal of Service Research, 7(3): 290-305
Little, R., Maradi, E. (2003) Relationship marketing management. London: Thomson Learaning
Ljubojević, Č., Ćirić, M. (2017) Marketing usluga. Novi Sad: Fakultet za ekonomiju i inženjerski menadžment
Mitić, S., Ognjanov, G. (2013) Konkurentska prednost i korporativne komunikacije. Marketing, vol. 44, br. 4, str. 343-353
Pržulj, Ž. (2011) Menadžment ljudskih resursa. Sremska Kamenica: Univerzitet EDUCONS-Fakultet poslovne ekonomije
Salai, S., Kovač-Žnideršić, R. (2012) Marketing: Trends and behaviour patterns. Škola biznisa, br. 1, str. 15-23
Shabbir, J., Salaria, R.A. (2014) Impact of internal marketing on employee job satisfaction: An investigation of higher education institutes of Pakistan. Journal of Marketing Management, 2(2), 239-253
Shah, A. (2014) Internal Marketing's Effects on Employee Satisfaction, Productivity, Product Quality, Consumer Satisfaction and Firm Performance. American Journal of Management, 14(4): 33-39
Stanković, Lj., Đukić, S., Popović, A. (2012) Razvoj teorije i prakse marketinga. Ekonomske teme, 50 (4): 599-614
Veljković, S. (2009) Marketing usluga. Beograd: CID Ekonomskog fakulteta
Wangenheim, F.v., Evanschitzky, H., Wunderlich, M. (2007) Does the employee-customer satisfaction link hold for all employee groups?. Journal of Business Research, 60(7): 690-697
Woodruffe, H. (1995) Services Marketing. London: M & E Pitman
 

O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/Markt1702115Z
objavljen u SCIndeksu: 05.04.2018.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0