Uticaj dimenzija internog marketinga na organizacionu posvećenost
The influence of internal marketing dimensions on organizational commitment
Apstrakt
Interni marketing predstavlja set pažljivo definisanih aktivnosti i strategija koje imaju za zadatak da privuku, motivišu i stvore lojalnost kod zaposlenih. Tretirajući zaposlene kao prve kupce, menadžment nastoji da stvori pozitivne stavove kod zaposlenih, koji pored svega ostalog podrazumevaju i organizacionu posvećenost. U pitanju su namere zaposlenih da ostanu lojalni i privrženi organizaciji, zadacima, njenim ciljevima, svojim kolegama itd. U tom pogledu, korisno je sagledati kako specifične dimenzije internog marketinga deluju na organizacionu posvećenost zaposlenih, što je ujedno i cilj ovog rada. Kako bi se ispitao cilj, istraživanje je sprovedeno na uzorku od 306 ispitanika u Republi ci Srbiji. Primenom faktorske i regresione analize utvrđeno je da dimenzije internog marketinga ostvaruju delimično statistički značajan i pozitivan uticaj na organizacionu posvećenost. Značaj ovog rada ogleda se u eliminiaciji istraživačkog gepa koji se odnosi na ispitivanje uticaja specifičnih dimenzija internog marketinga na organizacionu posvećenost, čime je formirano znanje kao osnova za sprovođenje daljih istraživanja u navedenom problemskom području.
Abstract
Internal marketing encompasses a set of carefully designed activities and strategies to attract, motivate, and foster employee loyalty. By treating employees as the organization‘s first customers, management seeks to cultivate positive attitudes, which, in turn, contribute to greater organizational commitment. This refers to employees‘ intentions to remain loyal and dedicated to the organization, its objectives, tasks, and their colleagues. In this context, it is valuable to explore how specific dimensions of internal marketing influence employees‘ organizational commitment, which is the main goal of this paper. To achieve this objective, research was conducted on a sample of 306 respondents in the Republic of Serbia. Through factor and regression analysis, it was found that the dimensions of internal marketing have a partially statistically significant and positive effect on organizational commitment. The signifi-cance of this study lies in addressing the research gap concerning the impact of specific internal marketing dimensions on organizational commitment, providing a foundation for future studies in this area.
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