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Vpliv internega znamčenja na zavzetost zaposlenih
Grozde, Aleksandra (Author), Podnar, Klement (Mentor) More about this mentor... This link opens in a new window

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Abstract
V diplomskem delu smo analizirali interno znamčenje in zavzetost zaposlenih ter povezanost med obema konstruktoma. Zavzetosti zaposlenih je konstrukt, ki mu organizacije namenjajo vedno več pozornosti, saj se vedno bolj zavedajo njenega vpliva na svojo poslovno uspešnost. To velja predvsem za storitvene dejavnosti, saj je človeški kapital eden izmed pomembnejših virov razlikovanja od konkurenčnih organizacij. Interno znamčenje s svojimi aktivnostmi predstavlja orodje za doseganje zvestobe zaposlenih, njihove identifikacije z organizacijo, zavzetosti ter prenosa obljube blagovne znamke na potrošnike. Zanimalo nas je, ali je posameznik, ki je izpostavljen internemu znamčenju in ga tudi zazna, bolj zavzet oziroma ali ima interno znamčenje pozitiven vpliv na zavzetost zaposlenih. V teoretičnem delu smo analizirali tako konstrukt internega znamčenja kot tudi konstrukt zavzetosti zaposlenih. Prek različne literature in avtorjev smo podali definicije, dejavnike in posledice, nadaljevali pa smo s teorijami, ki združujejo tako interno znamčenje kot tudi zavzetost zaposlenih. Zastavljeno hipotezo – bolj kot posameznik zazna elemente internega znamčenja, bolj je zavzet – smo preverili z anketnim vprašalnikom, ki ga je v celoti izpolnilo 200 oseb. Pozneje smo s pomočjo statistične obdelave zbranih podatkov prišli do ugotovitve, da ima interno znamčenje vpliv na zavzetost zaposlenih.

Language:Slovenian
Keywords:interno znamčenje, zavzetost zaposlenih, interno komuniciranje
Work type:Bachelor thesis/paper (mb11)
Organization:FDV - Faculty of Social Sciences
Year:2018
COBISS.SI-ID:35807837  Link is opened in a new window
Views:226
Downloads:108
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Secondary language

Language:English
Title:Influence of internal branding on employee engagement
Abstract:
In this thesis we have analysed internal branding and employee engagement as well as the connection between these two constructs. Organizations pay more and more attention to employee engagement due to the importance of the employees for the business performance. Internal branding and its activities are a way to ensure loyalty, identification with the brand and enthusiasm among the employees who transfer the promises of the brand onto the consumers. Through the theoretical part of the thesis we have analysed the construct of internal branding as well as employee engagement. With the help of a diverse bibliography and a variety of authors we have introduced definitions, factors and consequences and continued with the presentation of theories that combine internal branding with employee engagement. To see whether our initial hypothesis could be confirmed we used a survey through which we established the relationships between several variables. With the help of statistical processing of the data we reached the conclusion that internal branding has an influence on employee engagement.

Keywords:internal branding, employee engagement, internal communication

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