Povezanost motivacije i uspješnosti u prodaji na primjeru bankarskog sektora u Republici Hrvatskoj

postgraduate specialist thesis

• Title (english): The relationship between motivation and sales performance on the example of the banking sector in the Republic of Croatia
• Author: Ivana Culej
• Mentor: Zvonimir Galić (mentor)
• Committee member: Tomislav Hernaus (predsjednik povjerenstva)
• Committee member: Zvonimir Galić (član povjerenstva)
• Committee member: Anita Pavković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2024-02-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Motivacija predstavlja jednu od komponenti organizacijskog uspjeha poduzeća, odnosno visoko motivirani djelatnici pretpostavka su organizacijske uspješnosti. Budućnost organizacije kao i njezini poslovni rezultati uvelike su određeni ulaganjem u zaposlenike, brigom o njima i primjenom pravilnih motivacijskih tehnika. Novac predstavlja važan motivator i glavni je predstavnik odgovarajuće materijalne tehnike motiviranja. No, da bi se postigao željeni motivacijski potencijal i izgradio cjeloviti motivacijski sustav potrebno je uključiti i nematerijalne tehnike motiviranja koje imaju sve značajniju ulogu kod zaposlenika. Rezultati provedenog istraživanja o motivaciji zaposlenih u prodajnoj mreži bankarskog sektora Republike Hrvatske upućuju da većina ispitanika ima pozitivan stav prema prodaji. Bonusi i dodatne nagrade povećavaju njihov stupanj motivacije. Utvrđena je i povezanost dodatnih nagrada i bonusa sa zadovoljstvom na poslu. Zadovoljstvo poslom i ostvarenost prodajnih ciljeva nisu značajno povezani, dok je osobna sklonost prodaji umjereno i statistički značajno povezana s motivacijskim čimbenicima. Motivacijski čimbenici značajno su povezani sa zadovoljstvom na poslu, dok se ne pokazuje značajna povezanost s ostvarenjem prodajnih ciljeva. Većina ispitanika zadovoljna je svojim trenutnim poslom. Promatrajući zadovoljstvo motivacijskim čimbenicima, ispitanici su najzadovoljniji međuljudskim odnosima, a najnezadovoljniji su plaćom. Bankarski je sektor u Republici Hrvatskoj stabilan, likvidan i visoko konkurentan. No, iako je bankarski sektor stabilan, prate ga česte promjene i izazovi pa bi stoga banke trebale kontinuirano razvijati strategije koje će prodavačima davati visok prioritet, i to kroz kreiranje odgovarajućih motivacijskih i drugih programa. Motivirani djelatnici u prodaji predstavljaju ključni čimbenik za postizanje konkurentske prednosti te dugoročnog rasta i razvoja banaka.

Abstract (english)

Motivation represents one of the components of the organizational success of a company, i.e. highly motivated employees are prerequisites for organizational success. The future of the organization and its business results are significantly determined by investing in employees, taking care of them and applying proper motivational techniques. Money is an important motivation driver and represents main appropriate material motivation technique. However, in order to achieve the desired motivational potential and to build a complete motivational system, it is necessary to include non-material motivational techniques which play an important role for employees. The results of the conducted research on the motivation of employees in sales network of the banking sector in Republic of Croatia indicate that the majority of respondents have a positive attitude towards sales. Their level of motivation is being increased with bonuses and additional rewards. The connection between additional rewards and bonuses with job satisfaction was also determined. Job satisfaction and achievement of sales goals are not significantly related, while personal inclination for sale is moderately and statistically significantly related to motivational factors. Motivational factors are significantly related to job satisfaction, while no significant relationship is shown with the achievement of sales goals. Most of the respondents are satisfied with their current job. While observing satisfaction with motivational factors, respondents are most satisfied with interpersonal relationships. They are most dissatisfied with salary. The banking sector in the Republic of Croatia is stable, liquid and highly competitive. Although the banking sector is stable, it is facing frequent changes and challenges. This is the reason why banks should continuously develop strategies that will give sellers a high priority through the creation of appropriate motivational and other programs. Motivated employees in sales sector are the key factor for achieving competitive advantage, long-term growth and development of banks.

• Keywords: motivacija; teorije motivacije; prodaja; bankarstvo; zadovoljstvo poslom
• Keywords (english): motivation; motivation theory; sales; banking; job satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:668702
• Study programme: Title: Organization and management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica organizacije i menadžmenta (specijalist/specijalistica organizacije i menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-02-20 17:17:02