Utjecaj sustava upravljanja idejama kroz internu komunikaciju na zadovoljstvo zaposlenika u poduzeću iz rent-a-car industrije

master's thesis

• Title (english): The influence of the idea management system through internal communication on the satisfaction of employees in a company from the car rental industry
• Author: Petar Parilac
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U želji konstantnog napretka na konkurentskom tržištu, poduzeća traže načine kako će se istaknuti u odnosu na konkurenciju. Kako bi se konkurentska prednost postigla, važno je na zaposlenike, preko sustava interne komunikacije, prenijeti želju konstantnog usavršavanja unutar poduzeća. Interna komunikacija, kao dio internog marketinga, zajedno s organizacijskim okruženjem te sustavima motiviranja i nagrađivanja omogućuje poboljšanje poslovanja. Cilj je razviti kvalitetan sustav interne komunikacije jer je poduzeće dužno svojim zaposlenicima prenijeti visokokvalitetne informacije. Jedan od alata interne komunikacije koji omogućuje poboljšanje poslovanja je sustav upravljanja idejama. Sustav upravljanja idejama uvodi strukturu u proces predlaganja ideja od strane zaposlenika te se dobiva pristup kvalitetnijim idejama čiji će brži razvoj i primjenjivost u poduzeću dovesti do zadovoljstva zaposlenika. U konačnici, zadovoljstvo zaposlenika je rezultat zajedničkog kvalitetnog djelovanja elemenata internog marketinga.
Predmet ovog istraživanja je utjecaj na zadovoljstvo zaposlenika korištenjem korisnog alata interne marketinške komunikacije – sustava upravljanja idejama. Fokus istraživanja je usmjeren na elemente internog marketinga čijim se zajedničkim djelovanjem utječe na zadovoljstvo zaposlenika.
Istraživanje je provedeno putem dubinskih intervjua čiji je cilj bio utvrditi utječe li sustav upravljanja idejama u sklopu interne komunikacije na zadovoljstvo zaposlenika. Utvrđeno je kako su zaposlenici poduzeća jedva zadovoljni provedbom sustava upravljanja idejama i interne komunikacije te se preporučuje unaprjeđenje ovih sustava unutar poduzeća. Provedeno istraživanje daje doprinos u boljem razumijevanju korištenja suvremenih alata u sklopu interne komunikacije na zadovoljstvo zaposlenika, posebice u konkurentnoj rent-a-car industriji. Konačni rezultati ovoga istraživanja trebali bi pomoći poduzećima u boljoj prilagodbi sustava upravljanja idejama u vlastitu radnu okolinu.

Abstract (english)

In desire of making constant progress in a competitive market, companies are looking for ways to stand out from the competition. In order to achieve a competitive advantage, it is important to convey to employees, through the system of internal communication, the desire for continuous improvement within the company. Internal communication, as part of internal marketing, together with the organizational environment and motivation and reward systems, enables business improvement. The goal is to develop a quality internal communication system because the company is obliged to convey high quality information to its employees. One of the internal communication tools that enables business improvement is the idea management system. The idea management system introduces the structure into the process of proposing ideas by employees and provides access to better ideas whose faster development and applicability in the company will lead to employee satisfaction. Ultimately, employee satisfaction is the result of the joint quality of the elements of internal marketing.
The subject of this research is the impact on employee satisfaction using a useful tool of internal marketing communication - idea management system. Because of their joint action that affects employee satisfaction, the focus of the research is directed to the elements of internal marketing.
The research was conducted through in-depth interviews whose goal was to determine whether the idea management system within internal communication affects employee satisfaction. It is concluded that the company's employees are barely satisfied with the implementation of the idea management system and internal communication, and it is recommended to improve these systems within the company. The contribution of this paper is based on better understanding of the use of modern tools in internal communication that leeds to the satisfaction of employees, especially in the competitive rent-a-car industry. The final results of this research should help companies to better adapt the idea management system to their own work environment.

• Keywords: interna komunikacija; sustav upravljanja idejama; interni marketing; zadovoljstvo zaposlenika; organizacijsko okruženje
• Keywords (english): internal communication; idea management system; internal marketing; employee satisfaction; organizational environment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:435291
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-28 15:12:31