Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

Embed Size (px)

Citation preview

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    1/100

    !"#$Č%&%'(# $ !*&%($

    #+,-,.!+% /0+$&(#( !*&%(

    *1234567483192:4 286;45745 81231?@6 6:1@19456!956AB .

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    2/100

      "

    *F#GQ,",F

    #$%&'$( )*'+&%($, -*) ./*0'*. +*. %&)1 2*3'4$., '*/* -3., -5&6(7*8(-%(č+., -%1/(7*

     7&' ($%&'$( )*'+&%($, /*$*- 1 -3(7&%1 5'&/-%*387* $*73(41 -%&5&$(61 '*23.7* )*'+&%($4+& -%'1+&9

    :*/ 7& $*)(7&$7&$ -3()* +.7( -1 1 -3.) 5.-8.3$.) ;(3.%1 -1.č&$( -* )*'+&%($4+.)

     5'.08&)*%(+.) (8( 5'.08&)*%(+.) 15'*387*$7* 871/-+() '&-1'-()*< 0(8. - 5'*+%(č$., (8(

    *+*/&)-+., *-5&+%*9

    #$%&'&-*$%$* 7& č($7&$(6* /* 7& '*/ $*-%*. 1 3'(7&)& 3&8(+(= &+.$.)-+(= 5'.)7&$* +.7&

    -1 1 %(7&+1 +*. 5.-87&/(6* ,8.0*8$& >($*$6(7-+& +'(2&9 ?'.6&-( '&.',*$(2*6(7& 5./12&ć* +'.2

    .%514%*$7& '*/$(+* '*/( -)*$7&$7* %'.4+.3* /.3&8( -1 5'.08&)*%(+1 ./$.-* %3'%+& ( 2*5.-8&$(+*

    1 6&$%*' 5*;$7& -37&%-+& 7*3$.-%(9

    ?'*%&ć( -13'&)&$& %'&$/.3& 1 -37&%-+.7 2$*$.-%(< +.7* -& -3& 3(4& .+'&č& +*

    )18%(/(-6(58($('*$.-%( 5'( %'*;&$71 '7&4&$7* 2* +.)58&+-$* 5(%*$7* +*. 4%. 7& 5(%*$7& 5'('./&

    ./$.-* (2)&đ1 %3'%+& ( 2*5.-8&$(+*< -3'=* .3., '*/* 7& 1+*2*%( $* /.5'($.- +.7( )*'+&%($,

    ).;& 5'1;(%( 1 5./'1č 71 15'*387*$7* 871/-+() '&-1'-()*9

    @*=3*8717&) )&$%.'1 5'.>9 /'9 -69 A(87*$( B'$7*+CD*'*$.3(ć  $* 3.đ&$71 ( +.'(-$()

    -1,&-%(7*)* 2* (2'*/1 .3., '*/*9 E*+.đ&' 2*=3*8717&) /'9 -69 F('&8( F(=(ć ( /'9 -69 G$%( :.2,(

    $* 151%*)* ( -*37&%()* +./ %&'&$-+., (-%'*;(3*$7*9

    !"# %&' ()*+,' &'( %-)&.)/ &'( 0#+1( .2) 3"*. 4"'()-5#1 61&%) +' .2) 4"-1(7

    8#. +. .&9)* 6)"61) ." 3&9) .2) (-)&3 & -)&1+.:7

    ;&1.

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    3/100

      H

    !0GFR0S

    ?:IJKLML: 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 "N9 OMLJPG :G@FGE:GPQG 99999999999999999999999999999999999999999999999999999999999999999999999999999999 R

    N9N9 J&>($('*$7& 5'.08&)* 99999999999999999999999999999999999999999999999999999999999999999999999999999999999999 R

    N9"9 B(87&3( (-%'*;(3*$7* 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 S

    N9H9 F&%./& (-%'*;(3*$7* ( (23.'( 5./*%*+* 9999999999999999999999999999999999999999999999999999999999999T

    N9U9 L5'*3/*$.-% (-%'*;(3*$7* 999999999999999999999999999999999999999999999999999999999999999999999999999999999 T

    N9V9 W*/';*7 ( -%'1+%1'* '*/* 999999999999999999999999999999999999999999999999999999999999999999999999999999999 NX

    "9 #PEI:P# FG:DIE#PK99999999999999999999999999999999999999999999999999999999999999999999999999999999999999 N"

    "9N9 ?.3(7&-$( '*23.7 ($%&'$., )*'+&%($,* 99999999999999999999999999999999999999999999999999999999999 N"

    "9"9 J&>($(6(7& ( 6(87&3( ($%&'$., )*'+&%($,* 99999999999999999999999999999999999999999999999999999999 NY

    "9H9 #$%&'$( )*'+&%($, +*. -13'&)&$( +.$6&5% 99999999999999999999999999999999999999999999999999999 "N

    "9U9 E'( %(5* )*'+&%($,* 1 5./12&ć()* 9999999999999999999999999999999999999999999999999999999999999999 ""

    "9U9N9 I+-%&'$( )*'+&%($, 99999999999999999999999999999999999999999999999999999999999999999999999999999999999 ""

    "9U9"9 #$%&'*+%(3$( )*'+&%($, 999999999999999999999999999999999999999999999999999999999999999999999999999999 ""

    "9U9H9 #$%&'$( )*'+&%($, 99999999999999999999999999999999999999999999999999999999999999999999999999999999999999 "H

    "9V9 L/$.- ($%&'$., ( &+-%&'$., )*'+&%($,* 99999999999999999999999999999999999999999999999999999999 "U

    "9R9 D8*-(č$(= U? 1 ($%&'$.) )*'+&%($,1 999999999999999999999999999999999999999999999999999999999999 "R

    "9R9N9 ?'.(23./ 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 "R

    "9R9"9 B(7&$* 9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999"Y

    "9R9H9 ?'.).6(7* 9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 "S

    "9R9U9 J(-%'(016(7* 99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 "T

    "9Y9 #)58&)&$%*6(7* ($%&'$., )*'+&%($,* 999999999999999999999999999999999999999999999999999999999999HX

    "9Y9N9 ?'.08&)( +./ ()58&)&$%*6(7& ($%&'$., )*'+&%($,* 999999999999999999999999999999999 HH

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    4/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    5/100

      V

    R9 @GD\QOČGD 9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 SH

    \#EI:GEO:G 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 SY

    ?:#\L@# 9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 TR

    GPDIEP# O?#EP#D 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 TY

    ?L?#W W\#DG 99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 TT

    ?L?#W EGA\#BG 99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 TT

    ?L?#W K:G^#DLPG 999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999 NXX

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    6/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    7/100

      Y

    O-5'+.- %.)& F.g/*[ (-%(č& /* 7.4 13(7&+ $(-1 1 /.3.87$.7 )7&'( (-%'*;&$& )&%./& (

     5'.6&-( +.7( 1%7&č1 $* -%3*'*$7& ./*$.-%(9

    ?'&)/* -1 ./'&đ&$( *1%.'(< +*. $* 5'()7&' F&[&' _"XX"`HUd< 1-%*$.3(8( +.'&8*6(71

    (2)&đ1 ./*$.-%( ( '*/$., 1č($+*< .3.7 +.)58&+-$.7 5'.08&)*%(6( 7.4 13(7&+ $&/.-%*7& )$.,.

    (-%'*;(3*$7*< 5.-&0$. ()*71ć( 1 3(/1 č($7&$(61 /* 5'.>&-(.$*86( 1 5'*+-( -%*8$. %'*,*71 2*

     0.87() $*č($()* 2* 5.-%(2*$7&) 3&ć& ./*$.-%( 2*5.-8&$(+*9

    F&đ1 5'3()* +.7( -1 15.2.'(8( $* +.'&8*6(71 (2)&đ1 ($%&'$., )*'+&%($,* ( ./*$.-%( -1

    A.-=.>> ( E*(% _NTTR`"Nd %& B*'1*$* ( B*88&[* _NTTS`NXSd9

    J. -*/* 5'.3&/&$* (-%'*;(3*$7* /.+*2171 /* 5'()7&$* ($%&'$., )*'+&%($,* ).;& 0(%( 7&/$* ./ *8%&'$*%(3* 2* 5.-%(2*$7& ( 2* 5.3&ć*$7& ./*$.-%( 2*5.-8&$(+* 5./12&ć19 F&đ1%()<

    .3* -1 (-%'*;(3*$7* 5'.3&/&$* -3*+* 1 -3.7&) -5&6(>(č$.) .+'1;&$71< ./$.-$. 5'()7&$.)

    )&%./& -%1/(7& -81č*7*9

    W%.,* 7& 5'.08&) +.7( -& 5.-%*387* 1 .3.) (-%'*;(3*$71` 1%3'/(%( /* 8( ($%&'$( )*'+&%($,

    1%7&č& $* 5.3&ć*$7& .',*$(2*6(7-+& ./*$.-%( 2*5.-8&$(+* 1 5./12&ć()* W58(%-+.C/*8)*%($-+&

    ;15*$(7&9

    ?.8*2&ć( ./ (-%'*;(3*$7* &)($&$%$(= -%'1č$7*+* _G88&$ ( F&[&'d (2 5./'1č 7*.',*$(2*6(7-+& ./*$.-%(< +.7( -1 1%3'/(8( *>&+%(3$1< ($-%'1)&$%*8$1< ( $.')*%(3$1 /()&$2(71

    ./*$.-%(< .3*7 ć& '*/ (-%'*;(%( 1%7&6*7 ($%&'$., )*'+&%($,* $* -3*+1 ./ .3(= /()&$2(7*

     5.7&/($*č$.< +*. ( $* -3& %'( 2*7&/$.9

    O2.'*+ %3'%+( .3., (-%'*;(3*$7* 0(%( ć& 5./12&ć* (2 W58(%-+.C/*8)*%($-+& ;15*$(7& 20.,

    ,&.,'*>-+& 08(2($&< %& ($%&'&-* *1%.'* . '*2($( '*23(7&$.-%( ($%&'$., )*'+&%($,* 1 %3'%+*)* .3&

    '&,(7&9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    8/100

      S

    OIMI  K4356?4 42=A(6('*%( ( .07*-$(%( )./&8& ($%&'$., )*'+&%($,* +.7& $1/( '*-5.8.;(3*

    8(%&'*%1'*<

      1+*2*%( $* ./$.- ( '*28(+& (2)&đ1 ($%&'$., )*'+&%($,* ( %'*/(6(.$*8$.,

    &+-%&'$., )*'+&%($,*<

      1+*2*%( $* 5'.08&)& ()58&)&$%*6(7& ($%&'$., )*'+&%($,* 1 .',*$(2*6(7*)*<

      1+*2*%( $* 5'&/$.-%( 5'()7&$& ($%&'$., )*'+&%($,* 2* .',*$(2*6(71<

      ./'&/(%(< 12()*71ć( 1 .02(' 5.-%.7&ć* (-%'*;(3*$7*< /&%&')($*$%& ( 5.-87&/(6&

    .',*$(2*6(7-+& ./*$.-%(<

       5'&/-%*3(%( $*72$*č*7$(7& )./&8& .',*$(2*6(7-+& ./*$.-%(<

      1%3'/(%( /()&$2(7& ./*$.-%( 5'&)* G88&$.3.) ( F&[&'.3.) )./&81

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    9/100

      T

      1%3'/(%( 1%7&6*7 /&).,'*>-+(= .0(87&;7* 2*5.-8&$(+* $* .',*$(2*6(7-+1 ./*$.-%<

      *$*8(2('*%( 3&21 _1+.8(+. .$* 5.-%.7(d (2)&đ1 ($%&'$., )*'+&%($,* (

    .',*$(2*6(7-+& ./*$.-%( 1 W58(%-+.C/*8)*%($-+.7 ;15*$(7(9

    OIWI  .6=176 42=A

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    10/100

      NX

    %&$/&$6(7&9 F&đ1%()< 0'.7$( *1%.'( -)*%'*71 /* 7&< 20., $7&$& 3*;$.-%(< 5.%'&0$. )$.,.

    /&%*87$(7& .0'*/(%( .31 5'.08&)*%(+1 1 01/1ć$.-%( _^.'&)*$ ( F.$&[< NTTV`YVTa G=)&/<

    :*>(Z ( W**/< "XX"`N""Sd9

    D.$6&5% .',*$(2*6(7-+& ./*$.-%( %*+.đ&' 7& '(7&%+. 0(. 5'&/)&% 2$*$-%3&$(=

    (-%'*;(3*$7* 1 h'3*%-+.7< )*/* $*8*2(). /.+%.'-+1 /(-&'%*6(71 fL/$.- 5.7&/($6* (

    .',*$(2*6(7&` (-%'*;(3*$7& )./&8* ./*$.-%(f< _F*-8(ćCW&'4(ć< NTTTd9

    W* +.'5.'*%(3$., -%*7*8(4%* ($%&'$( )*'+&%($, ( .',*$(2*6(7-+* ./*$.-% -1 3'8. 3*;$(9 W

     7&/$& -%'*$&< 20., $&/.-%*%+* +3*8(%&%$(= )./&8* 5'()7&$&< *+%(3$.-%( ($%&'$., )*'+&%($,* -1

    č&-%. 5.-87&/(6* ()5'.3(2*6(7& 1 -*).7 5'*+-(9

    W /'1,& -%'*$&< $&/.-%*%*+ ./*$.-%( 2*5.-8&$(+* 7& 2$*č*7*$ 5'.08&) 1 5./12&ć()*<

    +.7() -1 )&$*/;&'( +.7( 15'*387*71 871/-+() '&-1'-()* .5%&'&ć&$(< * $*;*8.-% $&)*71

    +3*8(%&%$. /1,.'.č$. '7&4&$7& 2* .%+8*$7*$7& .3., 5'.08&)*9

    W1+8*/$. $*3&/&$.)< .5'*3/*$.-% .3., '*/* 7& .-%3*'(%( /.5'($.- +*+. 1 %&.'(7-+.)

    %*+. ( 5'*+%(č$.) -)(-81 5'.08&)*%(6( ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%(9

    D.$*č$.< +.'(4%&$7& '&218%*%* ( 2*+871č*+* .3., (-%'*;(3*$7* ).;& 5'(/.$(7&%( $.3()

    3'(7&/$() 2$*$-%3&$() '*/.3()* (2 5./'1č 7* 5.-8.3$& &+.$.)(7&9

    OIXI  !A< A($(6(7&

     5'.08&)*< 6(87&3* (-%'*;(3*$7*< .5(-* )&%./& (-%'*;(3*$7* /. .5'*3/*$.-%( (-%'*;(3*$7*< %&

    -*/';*7* ( -%'1+%1'& '*/*9

    J'1,. 5.,8*387& 5'&/-%*387* %&.'(7-+1 .0'*/1 ($%&'$., )*'+&%($,* $* %&)&871 5.-%.7&ć&

    8(%&'*%1'&9 ?.-&0$* 5*;$7* 7& 5.-3&ć&$* 5.3(7&-$.) '*23.71< '*2$() %&.'(7-+() 5'(-%15()* (

    )./&8()*< %& 5'.08&)*%(6( ()58&)&$%*6(7& ($%&'$., )*'+&%($,*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    11/100

      NN

    E'&ć& 5.,8*387& %&.'(7-+( .0'*đ17& 5'&/)&% .',*$(2*6(7-+& ./*$.-%(9 O .+3('1 .3.,

     5.,8*387* /*71 -& /&>($(6(7&< /&%&')($*$%& ( 5.-87&/(6& .',*$(2*6(7-+& ./*$.-%(9 E*+.đ&' -&

    1+*217& $* 1$(/()&$2(.$*8$& ( )18%(/()&$2(.$*8$& )./&8& .',*$(2*6(7-+& ./*$.-%(9 ?.-&0$*

     5.2.'$.-% 5'(/*7& -& *$*8(2( G88&$.3., ( F&[&'.3., )./&8* +.7( -& +.'(-%( 1 .3.)

    (-%'*;(3*$719

    O č&%3'%.) 5.,8*3871 7& 5'&/-%*387&$ ./$.- (2)&đ1 ($%&'$., )*'+&%($,* (

    .',*$(2*6(7-+& ./*$.-%( 2*5.-8&$(+* $* %&)&871 5'&%=./$(= (-%'*;(3*$7* ( 5108(+*6(7* ./ -%'*$&

    '&8&3*$%$(= *1%.'*9

    O 5&%.) 5.,8*3871 -& /&%*87$. .0'*28*;& )&%./.8.,(7* (-%'*;(3*$7*< 12.'6( (

    12.'+.3*$7& %& +.'(4%&$( ($-%'1)&$% (-%'*;(3*$7*9 E*+.đ&' -& (2$.-& '&218%*%( (-%'*;(3*$7*<

    ./$.-$.< 5.%3' đ171 (8( ./0*6171 5.-%*387&$& =(5.%&2&9 P* %&)&871 5'.3&/&$., &)5('(7-+.,

    (-%'*;(3*$7* -& 1%3' đ17& -%15*$7 1%7&6*7* ($%&'$., )*'+&%($,* $* .',*$(2*6(7-+1 ./*$.-% +*. (

    $* *>&+%(3$1< $.')*%(3$1 ( ($-%'1)&$%*8$1 /()&$2(71 ./*$.-%(9

    O 5.-87&/$7&)< 4&-%.) 5.,8*3871< -& (2$.-& 2*+871č6( '*/* /. +.7(= -& /.8*2( $*

    %&)&871 .0*387&$., (-%'*;(3*$7* . 1%7&6*71 ($%&'$., )*'+&%($,* $* .',*$(2*6(7-+1 ./*$.-%< %&

    -& /*71 5'(7&/8.2( ( -1,&-%(7& *+%(3$.-%( +.7& 0( 5./12&ć* ).,8* 5'()7&$7(3*%( '*/( 1$*5'&đ&$7*

     5'.6&-* ($%&'$., )*'+&%($,*9 E*+.đ&' -& 1+*217& $* .,'*$(č&$7* (-%'*;(3*$7* ( /*71 -)7&'$(6&

    2* 01/1ć* (-%'*;(3*$7*9

     P* +'*71 -& $*3./( 8(%&'*%1'* +.'(4%&$* 1 (2'*/( -5&6(7*8(-%(č+., '*/* %& -& /*71 5'(8.2(<

     5.5(- -8(+*< %*08(6* ( ,'*>(+.$*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    12/100

      N"

    MI  %-(#F-% .0F+#(%-Q

    O -87&/&ć&) %&+-%1 ć& 0(%( 5'&/-%*387&$ 5.7*) ($%&'$., )*'+&%($,*< ./ 5.3(7&-$.,'*23.7* 5'&+. %&.'(7-+(= 5'(-%15* ( )./&8* /. ()58&)&$%*6(7& 1 .',*$(2*6(7(9

    MIOI  *1?4562@4 A

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    13/100

      NH

     5'(%.) $( .$* +.7* %. $(-19 Q&/*$ ./ '*28.,* 2* -5.)&$1%1 %3'/$71 7&-% č($7&$(6* /* 3(4& ./

     5.8* 2*5.-8&$(+* 1 1-81;$() 5./12&ć()* ()* $&5.-'&/*$ +.$%*+% -* +8(7&$%()*9 D.$*č$.<

    -5.)&$1%( *1%.' %3'/( /* 7& ($%&'$( )*'+&%($, *8*% - +.7() )*'+&%($4+( )&$*/;&'( '*-5.8*;1

    +*+. 0( 5'()(7&$(8( -3.7& -%'*%&,(7& ( '*23(8( 1$1%*'$7( +.$6&5% .'(7&$%*6(7& 5'&)* +1561 _^8(5.<

    NTSR`Sd9

    E(7&+.) /&3&/&-&%(= ,./($* 5'.08&)*%(+* ($%&'$., )*'+&%($,* 5.-%*7& -3& 2$*č*7$(7*9

    K'b$'..- 1+*217& $* 5.%'&01 /* 71 -& 7.4 3(4& 5'(08(;( +*+. 5'*+%(č*'()* %*+. ( *+*/&)-+()

    +'1,.3()*< 5.-&0$. .$()* 1 ->&'( 15'*387*$7* 871/-+() '&-1'-()* %& .',*$(2*6(7-+.)

     5.$*4*$719 G1%.' -)*%'* /* -& 2*/.3.87-%3. &+-%&'$., +8(7&$%* 5.-%(;& 5'&+. 2*8*,*$7*

    2*5.-8&$(+* %& /* )&$*/;&'( ).'*71 0(%( -37&-$( $7(=.3& 3*;$.-%(9 f#$%&'$( )*'+&%($, 7& 5'(7&

    -3&,* 15'*387*č+* >(8.2.>(7*9 F&$*/;)&$% ).'* -%3*'*%(< 5.%(6*%( %& '*21)7&%( ( 6(7&$(%( 18.,1

    2*5.-8&$(+* 1 .',*$(2*6(7(9 #$%&'$( )*'+&%($, ).'* 0(%( >.+1-('*$ $* 5'(38*č&$7& ( 2*/';*3*$7&

    2*5.-8&$(+* +.7( -1 -37&-$( 3*;$.-%( +8(7&$*%*f _K'b$'..-< NTTX*`Rd9

    ?'&/-%*387*71ć( $.31 5&'-5&+%(31 1 /.)&$( 15'*387*$7* 871/-+() '&-1'-()*< *1%.'(

    B.88($, ( ?*[$&< NTTN9 ,./($& 1+*2171 $* 08(-+.-% ($%&'$., )*'+&%($,* -* /'1,() >1$+6(7*)*

    1 5./12&ć19 O -3.) č8*$+1 *1%.'( $*,8*4*3*71 f+*+. +.$6&5% ($%&'$., )*'+&%($,* +.7&,

    +.'(-%& )*'+&%($4+( )&$*/;&'( ).;& 5.$1/(%( $.31 5&'-5&+%(31 2* 5'(8(+& ( (2*2.3& - +.7()*-& -1.č*3* )&$*/;)&$% 871/-+(= '&-1'-*f _B.88($- ( ?*[$&< NTTN`"RUd9 G1%.'( (-%(č1 3*;$.-%

    +..'/($*6(7& (2)&đ1 2*5.-8&$(+* ( 5.-8.3$(= -%'*%&,(7* 5./12&ć*< %& -)*%'*71 /* +.'(4%&$7&

    &8&)&$*%* ($%&'$., )*'+&%($,* 5'(/.$.-( +3*8(%&%$(7&) 15'*387*$71 871/-+(= '&-1'-*9 D.$*č$.<

    %3'/& /* f+*+. 0( -& 1-3.7(. )./&8 5.-8.3*$7* 1-)7&'&$ 5'&)* %';(4%1< )&$*/;&'( 871/-+(=

    '&-1'-* ).'*71 0'($1%( . 5.%'&0*)* ( ;&87*)* ($%&'$(= +15*6* %& -%()18('*%( ($%&'$& 1-81,&f

    _B.88($- ( ?*[$&< NTTN`"RVd9

    F.,1ć$.-% +.'(4%&$7* (-%(= )./&8* ( )&%./* 2* &+-%&'$. _+156(d ( ($%&'$. _2*5.-8&$(6(d%';(4%& -1 (-%& %& ,./($& 1.č(8( *1%.'( ?(&'6[ ( F.',*$9 L$( -1 5'&/8.;(8( /* -& F6B*'%=[&3(=

    U? _ 92):,; 92$/1:+; 94&:, / 92$

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    14/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    15/100

      NV

    č*-.5(-* ( 3*;$.-%( +.$6&5%* 2* 5'*+%(č*'& +.7( -1 -1.č&$( - $7&,.3.) 5'.08&)*%(+.)9

    G1%.'( %*+.đ&' 1+*2171 $* '*28(+& (2)&đ1 15'*387*$7* 871/-+() '&-1'-()* ( ($%&'$.,

    )*'+&%($,* 1 5'*+%(č$.) -)(-81< %& -)*%'*71 /* 7& $&.5=./$. ($%&,'('*%( 15'*387*č+&

    *+%(3$.-%( 871/-+() '&-1'-()* 1 5'.6&- ($%&'$., )*'+&%($,* _^.'&)*$ ( F.$&[< NTTV`YR"d9

    M*'&[ 7& NTTV9 ,./($& (-%*+$1. $&2*($%&'&-('*$.-% *+*/&)-+(= +'1,.3* 2* %&).)< 0&2

    .02('* $* -3& 3&ć1 2*($%&'&-('*$.-% 2* +.$6&5%.) ./ -%'*$& -*)(= 5./12&ć*9 G1%.' 1+*217& $*

    3*;$.-% ($%&'$., )*'+&%($,* - *-5&+%* 1%7&6*7* $* +3*8(%&%1 1-81,&< .',*$(2*6(71 ( -%'*%&,(71

    )*'+&%($,*< 15'*387*$7& +3*8(%&%.) _EjF i A$+&4 B1&4)+@ 6&8,

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    16/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    17/100

      NY

    -& '(7&%+. -5.)($7&9

    J'1,* 8($(7* (-%'*;(3*$7* ($%&'$., )*'+&%($,* 0(8* 7& >.+1-('*$* $* 1-)7&'&$.-% 5'&)*

    +8(7&$%19 L3* -1 -& (-%'*;(3*$7* 1,8*3$.) +.$6&$%'('*8* $* )*'+&%($4+( )./&8 5. +.7&) 7&

     5./12&ć& 5'3. 1-)7&'&$. $* ($%&'$., +8(7&$%* _2*5.-8&$(+*d< /* 0( -& $*+.$ 4%. ,* 2*/.3.87(

     0(8. -5'&)$. 1-)7&'(%( $* 2*/.3.87*3*$7& &+-%&'$., +8(7&$%* _B.$/1(% ( F*'.$/.< "XXN`NSa

    A*$-*8< F&$/&8-.$ ( W=*')*< "XXN`RSa \($,-< "XXU`UXRd9

    E*+.đ&' 5.-%.7& (-%'*;(3*$7* +.7* 5.3&2171 ($%&'$( )*'+&%($, -* +3*8(%&%.) 1-81,&

    _W%'*1,=*$ ( B..5&'< "XX"`"Rd ( 0'*$/* .',*$(2*6(7& _^'*) ( F6B*'%=[< "XXH`"Yd9

    @*$()87(3* 7&č($7&$(6* /* 0&2 .02('* $* 2$*

    č*7*$ 5.'*-% ($%&'&-* 2* ($%&'$()

    )*'+&%($,.) 1 $.3.) )(8&$(71< $*767&$7&$(7( )&đ1$*'./$( č*-.5(-( 15'*387*$7* 871/-+()

    '&-1'-()* )1 ( /*87& $& 5.-3&ć171 5*;$71< %& ,* 3'8. '(7&%+. -5.)($719 Č*-.5(-( 5.51% D1($('*71 7*-$. >1$+6(71 1 5./12&ć1 +.7* 0( %'&0*8* 0(%( $*/8&;$* 2*

    15'*387*$7& $7&,.3() *+%(3$.-%()*9 O5'*3. 20., $&'*2'(7&4&$., 5(%*$7* $*/8&;$.-%( 2*

     5'.3.đ&$7& *+%(3$.-%( ($%&'$., )*'+&%($,*< 1 +.'5.'*%(3$.7 5'*+-( č&-%. /.8*2( /. +.$>8(+%*

    (2)&đ1 >1$+6(7* )*'+&%($,* ( 871/-+(= '&-1'-*9

    MIMI  G6H4@4;456 4 ;4356?4 4@=6A@1C 9($(6(7& ($%&'$., )*'+&%($,* 3'8. -1 '*28(č(%&9 F&đ1%()< *$*8(2.) 8(%&'*%1'& ).,1ć&(= 7& 5./(7&8(%( 1 č&%('( -+15($& .3(-$. . %&.'(7-+.) .+3('1 1 +.7&) -1 >.')18('*$&`

    o  ($%&'$( )*'+&%($, +*. -($.$() 2* 15'*387*$7& 871/-+() '&-1'-()*<

    o  ($%&'$( )*'+&%($, +*. -+15 %&=$(+* 2* ($%&'$. %';(4%&<

    o  ($%&'$( )*'+&%($, +*. 5'&/137&% 2* 2*/.3.87*3*$7& &+-%&'$(= +15*6*<

    o  ($%&'$( )*'+&%($, +*. (23.' +.$+1'&$%-+& 5'&/$.-%(9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    18/100

      NS

    O $*-%*3+1 -& /*7& 5'&,8&/ _E*08(6* "9Nd $*72$*č*7$(7(= /&>($(6(7* ($%&'$., )*'+&%($,*9

    E*08(6* "9N` Č&%('( -+15($& /&>($(6(7* ($%&'$., )*'+&%($,* _#Fd

    "#$%&'()& $)*&% +,-$%& .#/&0&1&'#

    20-#%0& 34%)#-&05 )4$(&0$0&3 64 789

    941:-%4*&1 ;?, .,00# & @4%0#(ABCCCD

    29 ,'#E&0','# 04F$%# $%540&641&'# 64 %#5%,-&%40'#3A$G,)$3A 3$-&*&%40'#3 & 045%4đ&*40'#3 (*$'&HčI40$*4A )4)$ G& ,04F%&'#E&$ 0'&H$*$ 34%)#-&0J)$F$04J40'#K

    L%M0%$$( ;

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    19/100

      NT

     P*-%*3*+ E*08(6& "9N` Č&%('( -+15($& /&>($(6(7* ($%&'$., )*'+&%($,* _#Fd

    20-#%0& 34%)#-&05 )4$F%#E,*'#- 6464E$*$I'4*40'##)(-#%0&H ),F414

    @4II40-O0# ;BCCCD29 '# (-%4-#J)& F%&(-,F ,(3'#%#0 04 /$%3&%40'# (-4*$*4& F$04J40'4 64F$(I#0&)4 )$'& G& -%#G4I& %46,3'#-&1#0-%4I0, ,I$5, ),F14K

    N4%#O ;BCC I6.$.)(6- *$/ A1-($&-- O$(3&'-(%[ .> @*,'&0< "XXY9< 59 V9

    O -87&/&ć.7 %*08(6( _E*08(6* "9"d -& $*3./& 6(87&3( ( *+%(3$.-%( ($%&'$., )*'+&%($,*

    +.7& -1 /&>($('*8( '&8&3*$%$( *1%.'( (2 5./'1č 7* ($%&'$., )*'+&%($,*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    20/100

      "X

    E*08(6* "9"` B(87&3( ( *+%(3$.-%( ($%&'$., )*'+&%($,* _#Fd

     +%0E- ;

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    21/100

      "N

    MIWI  %@=6A@4 9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    22/100

      ""

    MIPI  (A4 =48< 9 817>D6ć49<

    E'.+1% )*'+&%($,* _W8(+* "9Nd< 5'&)* *1%.'()* @&(%=*)8 ( A(%$&' _NTTR`"Hd 5'(+*217&

    %'( )&đ1-.0$. 5.3&2*$& ,'15& +.7& '*/& 2*7&/$. $* '*23(7*$71< 1$*5'&đ(3*$71 ( 5'1;*$71

     5'.(23./* ( 1-81,*9 K8*3$( -1/(.$(6( -1 5.-%*387&$( $* +1%.3()* %'.+1%*< * %. -1`

    o   5./12&ć&<

    o  +8(7&$%(<

    o  2*5.-8&$(6(9

     P* -%'*$(6*)* %'.+1%* -& $*8*2& %'( %(5* )*'+&%($,* +.7& 7& 5.%'&0$. 1-57&4$. .-%3*'(%(

    /* 0( 5'.(23./ 0(. +3*8(%&%*$9

    MIPIOI  #:2=6A@4 9*2* 1 5'.6&-1 .-3*7*$7* 5.%&$6(7*8$., +8(7&$%*9 B(87 ($%&'*+%(3$.,

    )*'+&%($,* 7& (-51$(%( .č&+(3*$7* 5.%&$6(7*8$., +8(7&$%*< +.7* -1 >.')('*$* $* %&)&871

    .0&ć*$7* +.)1$(6('*$* )&/(7()* &+-%&'$., )*'+&%($,*9

    W* *-5&+%* 5.%&$6(7*8$., +8(7&$%*< >*2* ($%&'*+%(3$., )*'+&%($,* 5'&/-%*387* +871č$(

    %'&$1%*+ +.7( -& %*+.đ&' $*2(3* f%'&$1%+.) (-%($&f 7&' /.8*2( /. ($%&'*+6(7& (2)&đ1 +8(7&$%* (

     5./12&ć*< %& (-5.'1+& 5'.(23./* (8( 5'1;*$7* ( +.$21)('*$7* 1-81,&9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    23/100

      "H

    W3*+( 51% $*+.$ ($%&'*+6(7& +8(7&$%* ( %3'%+& /.8*2( /. (-51$7&$7* (8( $&(-51$7&$7*

    .0&ć*$7*< %& 7& +8(7&$%.3. 5.37&'&$7& 5'&)* %3'%+( $* +14$7(9

    MIPIWI  %@=6A@4 9.')('*%( 2*/.3.87$& ( +3*8(%&%$& 2*5.-8&$(+& +.7( ć& -3.7()

    '*/.) 5.3&ć*3*%( 2*/.3.87-%3. +8(7&$*%*9

    D*+. 0( %'.+1% /7&8.3*. +*. 67&8($*< -3*+* 7& -%'*$(6* 3*;$*9 P*'.č(%. +*/* -1 1

     5(%*$71 1-81,& +.7& -& 5'1;*71 (2'*3$() 871/-+() +.$%*+%.)< -3* %'( %(5* )*'+&%($,* -1

     5.%'&0$* 2* .-%3*'(3*$7& %';(4$., 1-57&=*9 D*/* 0(8. +.7* ./ $*3&/&$(= -%'*$(6* $& 2*12()*

    -3.7& )7&-%.< /.8*2( /. $*'14*3*$7* .5%()*8$& '*3$.%&;& %'.+1%*9

    W8(+* "9N` E'.+1% )*'+&%($4+(= *+%(3$.-%(

    #23.'` @&(%=*)8< M9< A(%$&'< F9< =,2%):," 6&27,+)#8; P&g k.'+< F6K'*gCh(88< NTTR9< 59 "H9 

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    24/100

      "U

    MIXI  ,7@12 4@=6A@1C 4 6:2=6A@1C 91$+6(.$('*$71 ($%&'$., )*'+&%($,*< )&đ1%() -3( č8*$.3(

     5./12&ć* 0( %'&0*8( 0(%( 1+871č&$( 1 f5'./*71f $7&$(= (/&7* ( 6(87&3*9

       M$#&č #) :)4J 7$J) ", *$71N&%& *$"+)ć) J, *$%,ćJ,

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    25/100

      "V

    E*08(6* "9H` :*28(+& (2)&đ1 &+-%&'$., ( ($%&'$., )*'+&%($,*

    Tradicionalni Eksterni Marketing Interni Marketing

    !"#$%&'() )( +#%,+')"- #.&/+),( !"#$%&'() )( 0(1"%.+)(

    2'"3(/( 1'"&04"3( 2'"3(/( &3+/+ " 1"3$0+ć$

    2'"3(/)+ ,+5)+ 6),+')( #"7$)(8&/( 9 1(',&8&1(8&/(

    2'"3(/)( %)(-( :1'(4./(č#+ %,'$#,$'+

    2"%."4)& 8&./ 2"4+ć()/+ 7",&4(8&/+ & 1'"3$#,&4)"%,&

    #23.'` A*''*$6.< ^9.+1-('*$*

    $* 5.%(6*$7& /1,.'.č$., +3*8(%&%$., 5.-8.3$., 5.$*4*$7* ( &$%12(7*2)* 2*5.-8&$(+*f

    _K&.',&< NTTX`RRa M*'&[< NTTV`V"d9

    E*$-1=*7 ( -1'9 _NTSS`HVd -1 '*23(8( )./&8 15'*387*$7* )*'+&%($,.) 1-81,* +.7(

     5.3&217& +.$6&5%& ($%&'$., ( &+-%&'$., )*'+&%($,*9 W5.)&$1%( )./&8 7& %&)&87&$ $*

     5'&%5.-%*36( /* -%'*%&,(7& ( %*+%(+& ($%&'$., )*'+&%($,* 5.3&ć*3*71 8.7*8$.-% 2*5.-8&$(+*<

    1+871č171 (= 1 /.$.4&$7& 5.-8.3$(= ./81+*< %& č($& /* -& .-7&ć*71 2*/.3.87$( $* -3.7()

     5.-8.3()*9 ?'&)* .3.) )./&81 )*'+&%($4+., 15'*387*$7* *+%(3$.-%( ($%&'$., )*'+&%($,*

    %'&0*71 -%()18('*%( 2*5.-8&$(+& /* 5'1;*71 1-81,& 3(-.+& +3*8(%&%&9 ?.$*4*$7& 2*5.-8&$(+* .3(-(

    . ./$.-1 %3'%+& 5'&)* $7()*9 ?.-87&/(6* .3., ./$.-* 7& 5.3&ć*$7& (8( -)*$7&$7& '*2($&

    +3*8(%&%& +.7& /.0(3*71 +156(9 G+%(3$.-%( ($%&'$., )*'+&%($,* 0( %'&0*8& -81;(%( +*. $*/.51$*

    &+-%&'$() )*'+&%($4+() *+%(3$.-%()* 1 6(871 -1;*3*$7* 7*2* (2)&đ1 +15č&3& .č&+(3*$& (

    /.0(3&$& '*2($& 1-81,&9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    26/100

      "R

    MIYI  +3 4@=6A@19 9

    I+-%&'$( )*'+&%($, %'*/(6(.$*8$. +.'(-%( +.$6&5% U? 2* >.')('*$7& 5.$1/& 5'&)*

    &+-%&'$.) %';(4%19 G$*8.,$. %.)&< 1 -8(7&/&ć&) ć& %&+-%1 0(%( 5'&/-%*387&$ U? +.$6&5%

    ($%&'$., )*'+&%($,* 5.).ć1 +.7&, -& >.')('* 5.$1/* 5'&)* ($%&'$.) %';(4%19 :*2$( -1 *1%.'(

     5.+14*3*71ć( 5.31ć( 5*'*8&81 (2)&đ1 %'*/(6(.$*8$., ( ($%&'$., )*'+&%($,*< .5(-*8( &8&)&$%&

    +.$6&5%* U? 1 ($%&'$.) )*'+&%($,19 D.)5*'*6(7* &8&)&$*%* 151ć17& $* 2*+871č*+ /* 5.-%.7&

    3'8. 1.č87(3& -8(č$.-%( (2)&đ1 5.$1/& +.71 %3'%+* >.')('* 5'&)* &+-%&'$.) %';(4%1 ( 5.$1/&

    +.71 %3'%+* ).'* >.')('*%( 5'&)* -3.7() 2*5.-8&$(6()*9 O .0* -81č*7* -& '*/( . '*2)7&$(

    3'(7&/$.-%( (2)&đ1 5.$1/(%&87* ( +156*9 W* *-5&+%* %3'%+& +.7* -& 1 .0* -81č*7* $*8*2( 1 18.2(

     5.$1/(%&87*< .-$.3$( 6(87 %*+.đ&' .-%*7& (/&$%(č*$< $*()& 0(8. /* -& '*/( . &+-%&'$.) (8(

    ($%&'$.) %';(4%1< %3'%+* 13(7&+ ).'* %&;(%( $1đ&$71 3(4& 3'(7&/$.-%( +*+. 0( .-3.7(8* ;&87&$.,

    +8(7&$%*9

    MIYIOI  *A14D?17

    W8(č$. +*. 4%. -3.7() &+-%&'$() +156()* $1/& 5'.(23./& ( 1-81,& -5&6(>(č$(=

    .0(87&;7*< %3'%+& -3.7() ($%&'$() +156()* _2*5.-8&$(6()*d $1/& 5.-8.3& -5&6(>(č$(= .0(87&;7*9

    D*. 4%. &+-%&'$( +156( .67&$7171 +3*8(%&%1 5'.(23./* ( 1-81,* $*)(7&$7&$(= &+-%&'$.) %';(4%1$* %&)&871 ./'&đ&$(= +'(%&'(7*< 2*5.-8&$(6( +.'(-%& -8(č*$ )&=*$(2*) +*/* .67&$7171 +3*8(%&%1

     5.-8.3* +.7& () $1/& %3'%+&9

    D*+. 0( 5'(31+8& 2*5.-8&$(+&< %3'%+& ).'*71 '*23(7*%( 5.-8.3& +.7( ć& 5.%&$6(7*8$()

    2*5.-8&$(6()* 0(%( *%'*+%(3$(9 #-%. +*. 4%. -& 5'.(23./( 2* &+-%&'$. %';(4%& /(2*7$('*71 (

    '*23(7*71 $* %&)&871 5.%'&0* ( ;&87* +15*6*< -5&6(>(č$* .0(87&;7* 5.-8.3* -& %*+.đ&' ).'*71

    >.')('*%( $* %&)&871 5.%'&0* ( ;&87* 5.%&$6(7*8$(= 2*5.-8&$(+*9

    ?'&)* W*--&'1 _5'&12&%. ./ K'&&$& ( -1'9< NTTU`Yd< f1-57&4$* 1-81;$* %3'%+* ).'* 5'3.

     5'./*%( 5.-*. 2*5.-8&$(6()* /* 0( ).,8* 5'./*%( -3.7& 1-81,& +156()*f9

    ^8(5. _NTSR`Sd %3'/( /* 7& 5'.(23./ $*)(7&$7&$ 2*5.-8&$(6()* f5.-*.f -+15* -*

    .-$.3$() .5&'*%(3$() 37&4%($*)* 5'.,'*)* .01+& _%*+.đ&' 3(/7&%( K'b$'..-< NTTX0`"Ta

    K'&&$& ( -1'9< NTTU`NNa j1&-%&' ( D&88[< NTTT`""Ud9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    27/100

      "Y

    W* -%*7*8(4%* E=.)5-.$*< A&''[* ( J*3(/-.$* _6(%('*$( 1 A&''[< NTSU0`"YUd< ($%&'$(

    )*'+&%($, 7&< fm3(/7&%( 5.-8.3& +*. ($%&'$& 5'.(23./&m ( /(2*7$('*%( (= +*+. 0( 2*/.3.87(8(

     5.%'&0& ($%&'$(= +15*6*f9

    Č&%('( -1 &8&)&$%* +.)5.$&$%& 5'.(23./* ($%&'$., )*'+&%($,* $*3&/&$& ./ -%'*$&

    $&+.8(+. *1%.'*< %. -1` -&8&+6(7* f5'*3(= 871/(f _E*$-1=*7 ( -1'9< NTSS`HHa K'b$'..-< "XXX`URa

    h.,, ( B*'%&'< "XXX`NNHd< &>&+%( .01+& _B*=(88< NTTV`UTa h(,,($-< NTTR`USXa K'b$'..-<

    "XXX`URd< .38*4%&$7& 2*5.-8&$(+* _W=.%*6+< NTTR`"NSa K'b$'..-< "XXX`URd< ( &>&+%( %()-+.,

    '*/* _A*+ ( -1'9< NTTU`HVd9

    MIYIMI  K456@<^8(5. _NTSR`NNd -)*%'* /* 7& 6(7&$* 2* 2*5.-8&$(+* .5.'%1$(%&%$( %'.4*+ 5'(=3*ć*$7*

     5.-8* 1 .',*$(2*6(7(9

    L5.'%1$(%&%$( %'.4*+ 13(7&+ 5'&/-%*387* $&+1 5'.514%&$1 +.'(-%< $&+( 5'.514%&$( 5'(=./

    (8( 2*'*/1 20., /.$(7&%& ./81+&9 W3*+( 7& +15*6 8()(%('*$ -3.7() '&-1'-.)9 I+-%&'$( +15*6

    (2$.-.) $.36* +.7() '*-5.8*;& 5'( +15$7(< * ($%&'$( +15*6 3'&)&$.) +.7() '*-5.8*;& 2*

    .0*387*$7& 5.-8.3$(= *+%(3$.-%(9

    J.+ 2* &+-%&'$., +156* .5.'%1$(%&%$( %'.4*+ +15$7& ./'&đ&$., 5'.(23./* 5'&/-%*387*

    ,10(%*+ +.'(-%( ./ $&+., /'1,., 5'.(23./* +.7&, 7& ).,*. +15(%( 2* (-%( (2$.- $.36*< 2*

    ($%&'$., +156* .5.'%1$(%&%$( %'.4*+ 5'(=3*ć*$7* 5.-8* 1 ./'&đ&$.7 %3'%+( 5'&/-%*387* ,10(%*+

    +.'(-%( +.71 0( .-%3*'(. '*/&ć( /'1,( 5.-*. 1 $&+.7 /'1,.7 %3'%+( +.7( 0( )1 5'(%.) ./12&. (-%1

    +.8(č($1 3'&)&$*9

    h(,,($- _NTTR`UYSd -)*%'* /* -& 2*5.-8&$(6( $&ć& %'1/(%( 1+.8(+. 2*+871č& /* -1

    .5.'%1$(%&%$( %'.4+.3( $7(=.3., 5.-8* 3&ć( ./ +.'(-%(9

    D*+. 0( (207&,8( $*3&/&$1 -(%1*6(71< )&$*/;&'( ).'*71 '*23(%( -%'*%&,(7& +.7()* ć&

    .-(,1'*%( %*+3. .+'1;&$7& 1 +.7&) ć& 2*5.-8&$(+& 5.%(6*%( /* -8.0./$. ,.3.'&< (2$.-& -3.7&

    -%*3.3& ( (/&7&< %& /* 5'&/$.-%( 5.-8* $*/(8*2& .5.'%1$(%&%$& %'.4+.3&9 P*3&/&$( $*č($

     5'&$.4&$7* ($>.')*6(7* ( 2$*$7* ).;& -)*$7(%( f5-(=(č+& %'.4+.3&f +.7( -1 5.-87&/(6* -1'*/$7&

    (2)&đ1 '*/$(+* ( )&$*/;)&$%* _\.3&8.6+< NTTR`N"Sd9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    28/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    29/100

      "T

    A&''[ _NTSU0`"Y"d -)*%'* /* -3'=* .,8*4*3*č+(= +*)5*$7* $(7& -*). 5'(31ć( 5*;$71 (

     5.%*+$1%( 5.%&$6(7*8$& +156& $* +15$71 5'.(23./*< 3&ć /* 0( .$* %'&0*8* 5'(31ć( 2*5.-8&$(+&

    +*. /'1,1 5108(+1< %& (= ).%(3('*%( /* /.0'. '*/&9 @*5.-8&$(6( 0( %'&0*8( 0(%( ($>.')('*$( .

    -3() 5'.).%(3$() +*)5*$7*)* $* 3'(7&)&9

    D*. 5'*+%(č$& )&%./& ($>.')('*$7* 2*5.-8&$(+* K'..$'.- _"XXX`VYd 5'&/8*;& ($%&'$&

     0'.41'& ( 8&%+&< +*. ( 5'()7&$1 /3.-)7&'$& +.)1$(+*6(7&9

    MIYIPI  G42=A4T>;45<

    ^8(5. _NTSR`Rd -)*%'* /* -& /(-%'(016(7* 1 ($%&'$.) )*'+&%($,1 ./$.-( $* 8.+*6(71 $*

    +.7.7 -& 5.-8.3( $1/& ($%&'$() +156()* _2*5.-8&$(6()*d9 G1%.' %3'/( /* 7& +871č$. 5.-%*3(%(

     5'*3& 871/& $* 5'*3. )7&-%.< $*'.č(%. +*/* -& '*/( . 2*5.-8&$(6()* +.7( -1 1 $&5.-'&/$.)

    +.$%*+%1 -* +156()* .',*$(2*6(7&9

    ?'.6&- ,8.0*8(2*6(7&< 5'&/-%*387* $*7+3*8(%&%$(7( 5'()7&' '*23.7* /(-%'(016(7& .',*$(2*6(7* 1

    /.)&$*)* ($%&'$., ( &+-%&'$., )*'+&%($,*9

    J.+ 7& 1 5.,8&/1 &+-%&'$., )*'+&%($,* ,8.0*8(2*6(7* .).,1ć(8* %3'%+*)* 5'.4('&$7&

    $* $.3* %';(4%*< 1 ($%&'$.) )*'+&%($,1 7& $7&$* 3*;$.-% %*+.đ&' 3'8. 2$*č*7$*9 ?'.6&-

    ,8.0*8(2*6(7& 7& .).,1ć(. %3'%+*)* /.-&2*$7& 6(87$(= -&,)&$*%* 2*5.-8&$(+* $* ,8.0*8$.7

    '*2($(9 E3'%+& '*23(7*71 -3.7& 5'.(23./$& 5.,.$& 1 2&)87*)* $(;&, -%15$7* '*23.7* 1 +.7()*

     7& $(;* 6(7&$* '*/* 2* )*$7& &/16('*$1 '*/$1 -$*,1< /.+ -3.7& 2*5.-8&$(+& 2*/1;&$& 2*

    .0*387*$7& +.)58&+-$(7(= 5.-8.3* +.7( 2*=%(7&3*71 3(-.+. &/16('*$& -%'1č$7*+&< 5'.$*8*2& 1

    '*23(7&$() 2&)87*)*9

    K8.0*8$() -%'*%&,(7*)* '*23.7*< %3'%+& -1 1 ).,1ć$.-%( -3.7() 2*5.-8&$(6()* 5.$1/(%(

    .0*387*$7& 5.-8.3* 1 08(2($( $7(=.3., )7&-%* 0.'*3+*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    30/100

      HX

    MI[I  %983696@=1$+6(.$*8$* '*2)7&$* 2$*$7*<

    o  )'&;$* '*2)7&$* 2$*$7*9

    W8(+* "9"` F./&8( '*2)7&$& 2$*$7* 1 .',*$(2*6(7(

    #23.'` 5'(8*,.đ&$. 5'&)* A*88*$%[$&< J9< fG '&8*%(.$-=(5C)&/(*%&/ %=&.'[ .> ($%&'$*8 )*'+&%($,f< 012$*, 3$12#&4 $5 6&27,+)#8; 39 HY< $9 T< "XXH9< 59 N"UR9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    31/100

      HN

     6,đ 1O()J,2&2()J"7& 2&-.')*6(7* -& 3'4( (2)&đ1 3'=* ( /$*

    .',*$(2*6(7&9 E'*$->&' 2$*$7* 7& 1 -15'.%$.) -)7&'1 _./ /.87& 5'&)* ,.'&d< /.23.87&$

    -*). 1 -81č*7&3()* +*/* .',*$(2*6(7-+* 5'*3(8* %. 2*=%(7&3*719

     6,đ 1O51#7:)$#&4#& 2&-.')*6(7& ./ +15*6* $& 5'&$.-& $* 15'*387*č+& -%'1+%1'&< +.7& 0( %'&0*8& /.$.-(%(

    ./81+& '*/( +.$%($1('*$., 1$*5'&đ(3*$7* +3*8(%&%&9

     62,P#& 2&-

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    32/100

      H"

    E*08(6* "9U` F&%./& ()58&)&$%*6(7& ($%&'$., )*'+&%($,*

     +,-$%& 9#-$E4 &3FI#3#0-41&'#

    U4%4(,%4340A @#%%OA &S#&-H43I ;

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    33/100

      HH

    G$*8(2* $*3&/&$(= )./&8* 1+*217& $* 5.-%.7*$7& 2*7&/$(č+., .0'*-6* 5'( >.')18('*$71

     5'.6&-* ()58&)&$%*6(7& ($%&'$., )*'+&%($,* 1 .',*$(2*6(7(9

    K.%.3. -3( )./&8( 5.č($71 >*2.) %'*;&$7* %*8&$%('*$(= '*/$(+*9 P*+.$ 2*5.487*3*$7*<

    -8(7&/( >*2* 1 +.7.7 7& '*/$(+& 5.%'&0$. .01č(%( ( 5'(5'&)(%( 2* $7(=.31 18.,1 1 .',*$(2*6(7(9

    ^*2* .01+& ).'* .).,1ć(%( -%3*'*$7& 5.2(%(3$., ./$.-* (2)&đ1 2*5.-8&$(+* ( +156* 1

     01/1ć$.-%(< 2* 4%. 7& 5.%'&0$. /* -& 5'&)* -3() 2*5.-8&$(6()* %3'%+* ./$.-( +*. 5'&)*

    &+-%&'$() +156()*9 J* 0( %. 0(8. ).,1ć& 5.%'&0$. 7& 5'.3&-%( ($%&'$. (-%'*;(3*$7& %';(4%*< %&

    $* %&)&871 /.0(3&$(= '&218%*%* >.')('*%( -5&6(>(č$1 )*'+&%($4+1 -%'*%&,(71 2* -3*+( ($%&'$(

    -&,)&$% _G=)&/ ( -1'9< "XX"`N"HNd9

     P*+.$ (/&$%(>(6('*$7* -&,)&$*%*< 3'8. 7& 3*;$. '*23(7*$7& +.)1$(+*6(7& +.7* %'*;(

    /./*%$1 .01+1 2*5.-8&$(+* +*+. 0( '*23(8( 5.%'&0$& -5.-.0$.-%(9 E*+.đ&' 7& 5.%'&0$.

     5.+'&$1%( )&đ1C./7&8$& %().3& +.7( ć& ,'*/(%( ./$.-&< %& .).,1ć(%( 5.3'*%$& ($>.')*6(7& (

    1č&$7& (2)&đ1 '*28(č(%(= '*2($* .',*$(2*6(7&9 W5*7*$7& ./7&8* .).,1ć*3* 5'(8*,.đ*3*$7&

     5'.)7&$*)* %& 1-5.-%*387*$7& 3(-.+& '*2($& +3*8(%&%& 1-81,& ( -37&-$.-%( . 3*;$.-%( +8(7&$*%*9

    E*+.đ&' 7& 5.%'&0$. +.$%($1('*$. 5'*%(%( '&218%*%& +*+. 0( -& ).,8* .6(7&$(%( &>(+*-$.-%

     5'.6&-* %& '&*,('*%( $* 5'.)7&$& 1 .+'1;&$71 _h.,, ( -1'9< NTTS`SSNd9

    MI[IOI  *A1T3694 :17 4983696@=(+.$* ( %*08(6* 1)7&-%. 5(-)&$. ./'&đ&$(= 6(87&3* ( -%'*%&,(7*

    ($%&'$., )*'+&%($,*<

       7*2 (2)&đ1 58*$('*$7* ( .5&'*%(3$.-%(

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    34/100

      HU

      $&1-+8*đ&$.-% )*'+&%($4+(= ( -%'*%&4+(= 58*$.3* .',*$(2*6(7&<

      /&8&,('*$7& *+%(3$.-%( ($%&'$., )*'+&%($,* 7&/$.7 .-.0(9

    G1%.'( J(00 ( W()+($ _NTTY`NYd -1 5'.4('(8( 5.5(- 5'&5'&+* 5'()7&$( ($%&'$.,

    )*'+&%($4+., 58*$*9 ?'&5'&+& +.7& .$( $*3./& -1`

      )*$7*+ 2$*$7* ( -5.-.0$.-%( 2* 5'.3.đ&$7& ($%&'$., )*'+&%($,*<

      $&-5.-.0$.-% 5.3&2(3*$7* 5'.6&-* ($%&'$., )*'+&%($,* -* $7&,.3()

    '&218%*%()*<

      $&13*;*3*$7& *$*8(2& ($%&'$., )*'+&%($,*<

      /.$.4&$7& -%'*%&,(7& +.7* $(7& %&)&87&$* $* *$*8(2(<

      $&/.3.87$. 4('&$7& )*'+&%($4+(= 2$*$7*<

      $&/.3.87$* 5./'4+* ( $&'*21)(7&3*$7& ./ -%'*$& %.5C)&$*/;)&$%*<

      $&+3*8(%&%$* ($%&'$* +.)1$(+*6(7* (2)&đ1 .5&'*%(3$., ( .-%*8(= /(7&8.3* %3'%+&9

    F.,1ć( -1 +.$>8(+%( (2)&đ1 .',*$(2*6(7-+(= 7&/($(6* )*'+&%($,* ( h:FC* +*/* 7& 1

     5(%*$71 $*/8&;$.-% 2* ()58&)&$%*6(71 ($%&'$., )*'+&%($,* 1 .',*$(2*6(7( _3(/7&%( K&.',&<

    NTYY`TXa A&''[ ( ?*'*-1'*)*$< NTTN`RVa :*>(Z ( G=)&/< NTTH`""Vd9

    J. -5.)&$1%(= +.$>8(+*%* /.8*2( 7&' č&-%. .0* ./7&8* ;&8& 0(%( ./,.3.'$* 2* 5'()7&$1

    ($%&'$., )*'+&%($,* 1 .',*$(2*6(7(9 J.+ )*'+&%&'( %3'/& /* 0( 5./ $7(=.3.) ($,&'&$6(7.)

    %'&0*8* 0(%( 5'()7&$* -3(= )*'+&%($4+(= >1$+6(7*< 5* %*+. ( ($%&'$( )*'+&%($,< h:F %() -)*%'*

    /* 0( .$ %'&0*. 0(%( ./,.3.'*$ 2* 5'()7&$1 *+%(3$.-%( ($%&'$., )*'+&%($,*< 7&' -1 $7&,.3&

    *+%(3$.-%( 1-)7&'&$& $* '*/ -* 2*5.-8&$(6()* .',*$(2*6(7&9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    35/100

      HV

    MI[IMI  *A67@12=4 4@=6A@1C 9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    36/100

      HR

    W8(+* "9H` ?'&/$.-%( ($%&'$., )*'+&%($,*

    #23.'` 5'(8*,.đ&$. 5'&)* P*3*6%(3*< f#)5.'%*$6(* /&8 )*'+&%($, /('(,(/. *8 68(&$%& ($%&'$.f<=%%5`ooggg9$*3*6%(3*96.)og&0o&-o*)+%o/.6o*'%(618.-o"XXVoNXoHHTTN97-5< 5'&12&%. - ($%&'$&%*NU9XN9"XXS9< G8*'6p$< G9< f\* 5.8q%(6* /& 6.)1$(6*6(p$ ($%&'$*` L5.'%1$(/*/&- [ *)&$*2*-f<=%%5`ooggg9)(6'.-.>%96.)o-5*($o&)5'&-*-o''55o5.8(%(6*r6.)1$(6*6(.$9)-5n<  5'&12&%. - ($%&'$&%*<"R9NN9"XXY9

    D*. 4%. 7& 5'(+*2*$. $* -8(6( "9H +3*8(%&%$. ()58&)&$%('*$ 5'.6&- ($%&'$., )*'+&%($,*

    .).,1ć*3* .',*$(2*6(7( '7&4*3*$7& 3'8. 2$*č*7$(= 5'.08&)* 1 /.)&$( 15'*387*$7* 871/-+()

    '&-1'-()*9 F&đ1%()< 5.-&0$. 7& 5.%'&0$. $*,8*-(%( )*'+&%($4+( >.+1- 5'.6&-* ($%&'$.,

    )*'+&%($,* 5'( -1.č*3*$71 - $*3&/&$.) 5'.08&)*%(+.)9 P*()&< /.+ 1 5'*+-( 3'8. č&-%.

     5'.6&- 15'*387*$7* 871/-+() '&-1'-()*< .5%&'&ć&$ '*6(.$*8(2*6(7.) %'.4+.3* '*/$& -$*,&<

    2*5.-%*387* +3*8(%&%1 ($%&'$(= ( &+-%&'$(= ./$.-*< 5'.6&- ($%&'$., )*'+&%($,* 7& 5'()*'$.

    1-)7&'&$ >.')('*$71 +3*8(%&%$(= ./$.-* 5'&)* 2*5.-8&$(6()* +*+. 0( .$( -3.7() '*/.)

    1$*5'(7&/(8( +3*8(%&%1 +.7* -& (-5.'1č17& &+-%&'$() +156()*9

       9$%,ćJ, ,5)7&"#$"+) *$"4$%J&

      =

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    37/100

      HY

    MI\I  .17634 4@=6A@1C 9(Z ( G=)&/< :&*'/.$ ( A*''*$6.< +.7( -3*+( $* -3.7 $*č($ .5(-171

    %(7&+ 5'.6&-* ($%&'$., )*'+&%($,*9 D./ -3(= )./&8* -& 2*/';*3* >.+1- $* &+-%&'$., +8(7&$%*

    +'.2 2*/.3.87*3*$7& 5.%'&0* ($%&'$., +8(7&$%*9

    MI\IOI  F(Z ( G=)&/

    _"XXX`UVNd -)*%'*71 /* -1 %.` ).%(3('*$7& ( 2*/.3.87*3*$7& 2*5.-8&$(+*< 1-)7&'&$.-% $*

    +8(7&$%* ( ()58&)&$%*6(7*9 O $*-%*3+1 (28*,*$7* ć& 0(%( .5(-*$* -3*+* ./ $*3&/&$(= >*2*9

    .1=4?4A

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    38/100

      HS

    :*>(Z ( G=)&/ _"XXX`UV"d -)*%'*71 /* -1 &8&)&$%( ($%&'$., )*'+&%($,* -87&/&ć(`

      ).%(3('*$7& ( 2*/.3.87*3*$7& 2*5.-8&$(+*<

      .'(7&$%*6(7* $* +8(7&$%* ( 2*/.3.87*3*$7& +8(7&$%*<

      )&đ1C>1$+6(.$*8$* ($%&,'*6(7* ( -1'*/$7*<

      ()58&)&$%*6(7* -5&6(>(č$(= >1$+6(.$*8$(= -%'*%&,(7*9

    W8(+* "9U` :*>(Z ( G=)&/.3 )./&8

    #23.'` :*>(Z< F9< G=)&/< ?9< fG/3*$6($, ($ %=& ($%&'$*8 )*'+&%($, 6.$6&5%` /&>($(%(.$< -[$%=&-(- *$/&n%&$-(.$f

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    39/100

      HT

    W5*7*$7&) $*3&/&$(= &8&)&$*%* _W8(+* "9Ud< /.8*2( -& /. /&>($(6(7& ($%&'$.,

    )*'+&%($,* +.71 -1 >.')18('*8( $*3&/&$( *1%.'(` f58*$('*$( $*5.' /* 0( -& 5.0(7&/(. .%5.'

     5'&)* 5'.)7&$*)* 1 .',*$(2*6(7(< %& /* 0( -& 1-5.-%*3(8* )&đ1C>1$+6(.$*8$* ($%&,'*6(7* (

    -1'*/$7*< '*/( +3*8(%&%$& ()58&)&$%*6(7& 1 -3() >1$+6(7*)* 5./12&ć*< -3& 1 6(871

    2*/.3.87*3*$7* +8(7&$%*f _:*>(Z ( G=)&/< "XXX`UVHd9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    40/100

      UX

    MI\IMI  .1763 F6*+%.' 1 5'.6&-1 2*/.3.87*3*$7* +8(7&$*%*9 J* 0( -& 137&'(8. 2*5.-8&$(+& 1 3*;$.-%

    $7(=.3., '*/*< *1%.' -)*%'* /* 7& 5.%'&0$. -87&/&ć&`

       7*-$. +.)1$(6('*%( $* +.7( $*č($ $7(=.3 '*/ /.5'($.-( 2*/';*3*$71 +8(7&$%*<

       5'(2$*%( /* $7(=.3 '*/ 5'&/-%*387* /(. 1-81,& +.7* -& 5'1;* +8(7&$%1<

      /.+*2*%( /* ć& $7(=.3 '*/ 0(%( $*,'*đ&$9

    W8(+* "9V` F./&8 :&*'/.$

    #23.'` :&*'/.$< D9< I$(-< A9< fI-%*08(-=($, * 6.)5*$[g(/& 61-%.)&' .'(&$%*%(.$ %='.1,= 5&'-1*-(3&($%&'$*8 )*'+&%($,f

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    41/100

      UN

    F./&8 ($%&'$., )*'+&%($,* +.7( 7& :&*'/.$ '*23(. _W8(+* "9Vd< 7& 5'.6&- +.7( -& -*-%.7(

    ./ -87&/&ć& č&%('( >*2&9

    #9 ^*2*`  F.%(3('*%( 2*5.-8&$(+& +*+. 0( -%3.'(8( +18%1'1 +.7* .).,1ć*3* +.$-%*$%$.

    %'*;&$7& 2*/.3.87-%3* +8(7&$%*9 J* 0( %. 0(8. ).,1ć&< 5.%'&0$. 7& /&>($('*%(

    18.,& ($%&'$(= ( &+-%&'$(= +8(7&$*%*9 W3*+( 2*5.-8&$(+ ).'* 2$*%( +.7& +.'(-%(

     5'1;* .',*$(2*6(7*9

    ##9 ^*2*`  F.%(3('*%( 2*5.-8&$(+& /* 5.-%*387*71 6(87&3& +.7( ć& 5.3&ć*%( .'(7&$%*6(71

     5'&)* +8(7&$%19

    ###9 ^*2*`  O-5.-%*387*$7& )7&'87(3., -1-%*3* $*,'*đ(3*$7* 2*5.-8&$(+*9 Q&/*$ ./ $*

    č($*

    2*/.3.87*3*$7* 2*5.-8&$(+* 7& -814*$7& $7(=.3(= 5'(7&/8.,*9 @*5.-8&$(6( ).'*71

    2$*%( +.7( -1 6(87&3( 5./12&ć*9 E&+ $*+.$ 4%. 7& 2*5.-8&$(+ 15.2$*% -* -3.7.)

    18.,.) 1 .',*$(2*6(7(< ./$.-$. 1 5'.6&-1 2*/.3.87*3*$7* +8(7&$%* ( $*+.$ 4%.

    2$* $* +.7( $*č($ ć& 0(%( $*,'*đ&$ ).,1ć& 7& 5'(7&ć( $* >*21 ./';*3*$7* ./$.-*9

    #M9 ^*2*`  W%3.'(%( .+'1;&$7& 1 +.7&) ć& -& ./';*%( 1-)7&'&$.-% 5'&)* +8(7&$%19 J* 0( %.

     0(8. ).,1ć& .-%3*'(%(< 5.%'&0$. 7& /* 2*5.-8&$(6( 01/1 -37&-$( 5.-87&/(6*

    -5.)&$1%& .'(7&$%*6(7&< %& /* (= %& 5.-87&/(6& ).%(3('*719 O37&'(%( 2*5.-8&$(+& 1

    +.'(-$.-% ($%&'$., )*'+&%($,* 7& +871č$. 2* $7(=.3. 1+871č(3*$7& 1 $*3&/&$(

     5'.6&-9

    D*. 4%. 7& 5'(+*2*$. $* 8(7&3.7 -%'*$( -8(+& "9V< 1+.8(+. $& 5.-%.7( +3*8(%&%*$ +.$%*+%

    _+.)1$(+*6(7* ( ).%(3('*$7&d (2)&đ1 3(4(= ( $(;(= =(7&'*'=(7-+(-+(= -%'1+%1'* 1$1%*'

    .',*$(2*6(7&< )*'+&%($4+( 5'.6&- .-%*7& $&/.3'4&$9 ?.-%.7*$7& +3*8(%&%$., +.$%*+%* 1$1%*'

    .',*$(2*6(7& _($%&'$( )*'+&%($,d< .).,1ć*3* '*23.7 ( /.3'4*3*$7& )*'+&%($4+., 5'.6&-* +.7(

    -& ./3(7* (2)&đ1 2*5.-8&$(+* ( +15*6* _&+-%&'$( )*'+&%($,d9

    MI\IWI  J*21 č($( *$*8(2*

    .+'1;&$7* ( ($%&'$., %';(4%*9 G$*8(2* -& 5'.3./( +.'(4%&$7&) ($>.')*6(7-+., -1-%*3* ($%&'$.,

    )*'+&%($,* %& -&,)&$%*6(7.) ($%&'$., %';(4%*9 ?8*$('*$7& +*. /'1,* >*2* 1 5'.6&-1 -*/';(

     5'.6&- 5'(8*,./0& %& /.$.4&$7& -%'*%&4+(= ./81+* ( $7(=.3., 58*$* .-%3*'&$7*< +.7( 0( %'&0*.

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    42/100

      U"

     5.0.874*%( 2*/.3.87-%3. ($%&'$., +8(7&$%*9 ^*2* (23'4&$7* -%'*%&4+(= ./81+* 0( %'&0*8* .).,1ć(%(

    +3*8(%&%$(71 +.)1$(+*6(71 ( 5.3&ć*%( ).%(3*6(71 2*5.-8&$(+*9 D.$*č$.< 1 5.-87&/$7.7 >*2( _>*2*

    +.$%'.8&d -& 3'4( 5'.37&'* ( 1%3' đ17& -& -%15*$7 .-%3*'&$7* 2*6'%*$., 58*$*9

    W8(+* "9R` A*''*$6.3 )./&8

    #23.'` A*''*$6.< ^9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    43/100

      UH

    O $*-%*3+1 (28*,*$7* 5.08(;& -& /*7& 5'&,8&/ >*2* 5'.6&-* ($%&'$., )*'+&%($,* 5'&)*

    A*''*$6.3.) )./&819

    OI 0@.')*6(7& +.7& -1 5.%'&0$& 2* *$*8(21 ).'*71 -& 5'(+1587*%( ()*71ć( 1

    3(/1 -87&/&ć& *-5&+%&` 

      Q,4)č )#1 *$/1-,ć&  ./'&đ&$1 0'.7&) 2*5.-8&$(+*< 5.+*2*%&87()* 5'.(23./$7&<

     5'.)&%* ( .-%*8() &+.$.)-+() 5.+*2*%&87()*9

      !L)4J,PJ& -&*$"4,#)7&  +*. 4%. -1 /.0< -5.8< 5'.-7&č$. 3'(7&)& 5'.3&/&$. 1

     5./12&ć1< %& .-%*8* /&).,'*>-+* .0(87&;7*9

       M$(+-$( ( 3*'(7*0(8$( /.=./*+ %& .-%*8& 0&$&>(6(7&

    2*5.-8&$(+*9

       0/17&:)J1 -&*$"4,#)7&K  W'&/-%3* $*)(7&$7&$* /./*%$.) .0'*2.3*$71< 3'-%&

    .0'*2.3*$7*< 0'.7 -1/(.$(+* %& 0'.7 '&/.3(%(= ( ,.-%171ć(= 5'&/*3*č*9

      =,4,7+)2J,9 A'.7 +*$/(/*%*< -1-%*3 '&,'1%*6(7& ( -&8&+6(7& +*/'.3*9

       .#+,2#1 7$.')*6(7-+( -1-%*3< )&%./&

    -&,)&$%*6(7& ($%&'$., %';(4%*< %& '*2$& )&%./& ( %&=$(+& -.6(.C+*/'.3-+(= (-%'*;(3*$7*9 O .3.7

    >*2( 7& 5'(.'(%&% -5.2$*%( -(%1*6(71 1 +.7.7 -& $*8*2( -3*+( ./ &8&)&$*%* ($%&'$., )*'+&%($,*

    +.7( -1 5'(+*2*$( $* -8(6( "9Y9 

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    44/100

      UU

    W8(+* "9Y` I8&)&$%( ($%&'$., )*'+&%($,* 5'&)* A*''*$61

    #23.'` A*''*$6.< ^9&+%(3$*< +.)1$(+*6(7* ).'* (ć( 1 -3() -)7&'.3()*` ./ ,.'& 5'&)* /.87&< ./ %.5C

    )&$*/;)&$%* 5'&)* 2*5.-8&$(6()*< ./ /.87& 5'&)* ,.'&< ./ 2*5.-8&$(+* 5'&)* %.5C

    )&$*/;)&$%1a ( =.'(2.$%*8$. +'.2 -3& 3&'%(+*8$& '*2($& 5./12&ć*9 ?.2(%(3*$ &>&+% .5(-*$.,

    $*č($* +.)1$(+*6(7& 7& /* -& 2*5.-8&$(6( 5'&%3*'*71 1 %()-+& (,'*č& +*/* .-7&ć*71 /* -1 f/(.

    $&č&,*f9 W /'1,& -%'*$&< $&+* -1 (-%'*;(3*$7* .%+'(8* /* )*$7*+ +.)1$(+*6(7& 1 5./12&ć1

    (2*2(3* )*$7& 2*8*,*$7& 2*5.-8&$(+* 2* .-%3*'(3*$7& .',*$(2*6(7-+(= 6(87&3*9

    .2 >8A

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    45/100

      UV

     H$#$N,#J, "+2&+,N7)( $/417& ) )-2&/& *4& &7+)%#$"+)K  P*+.$ *$*8(2& .+'1;&$7* (

    ($%&'$., +8(7&$%* .',*$(2*6(7&< 5.%'&0$. 7& /.$(7&%( -%'*%&4+& ./81+& +.7& 0( %'&0*8& 2*/.3.87(%(

    ($%&'$., +8(7&$%*< %& (2*23*%( 5.3&ć*$7& $7&,.3& 5'./1+%(3$.-%(9 :&218%*%( /.0(3&$( 1

     5'&%=./$.7 >*2( ).'*71 0(%( %&)&87 2* (2'*/1 58*$* *+%(3$.-%(9 ?8*$ *+%(3$.-%( 5'&/-%*387* $*č($

    /&>($('*$7* *+%(3$.-%( +.7& 0( %'&0*8& .).,1ć(%( 5'()7&$1 -%'*%&4+(= ./81+*9 W5.)&$1%( 58*$

    1%3' đ17& +.$+'&%$& 2*/*%+&< .č&+(3*$& '&218%*%&< -'&/-%3* 2* $7(=.3. .-%3*'&$7& +*. ( '.+

    .-%3*'&$7*< ./,.3.'$& .-.0& ( >1$+6(7& %& -1/(.$(+& 1 .-%3*'&$71 2*/*%*+*9 ?8*$ *+%(3$.-%(

    ).'* 0(%( /&%*87$. (2'*đ&$ 2*7&/$(č+() '*/.) )&$*/;&'*< +.7( ).'*71 ./'&/(%( *+%(3$.-%(

     5.).ć1 +.7(= 0( -& %'&0*8& 5'.3./(%( -%'*%&4+& ./81+&9 F&$*/;&'( %*+.đ&' ).'*71 5.-%*3(%(

    č3'-%& +'(%&'(7& . %.)& %+. 7& ./,.3.'*$ 2* +.7( 2*/*%*+< +*/* -& ).'* .-%3*'(%( ( ,/7&9 

    WI %D?A^6@56

    L',*$(2*6(7* 871/-+(= ( )*%&'(7*8$(= '&-1'-* 5.%'&0$(= 2* '*23.7 5'.6&-* 1$*5'&đ&$7*

    ($%&'$., )*'+&%($,* 7& 2*/*ć* +.71 )&$*/;)&$% .',*$(2*6(7& ).'* '&*8(2('*%(< +*+. 0( /.48.

    /. 5'()7&$& -%'*%&4+(= ./81+* /.$&-&$(= 1 >*2( 58*$('*$7*9 #23'4&$7& -%'*%&4+(= ./81+* 12

     5*'%(6(5*6(71 -3(= 2*5.-8&$(+* .',*$(2*6(7& .).,1ć17&` 

      S%2N+&%J, "%)( 1 *2$:,"K P& 0( -)7&8* 5.-%.7*%( $( 7&/$* .-.0* 1 .',*$(2*6(7(

    +.7* $(7& 15.2$*%* - $&+.) *+%(3$.4ć19

       9$"+&%4JJ, 2,&4#)( :)4J,%& ) -&/&+&7& %& -(%1*6(71 1 +.7.7 -3*+( č8*$ +.8&+%(3*

    %.č$. 2$* +.7( 7& $7&,.3 /.5'($.- 5'.6&-1 ( $* +.7( $*č($ -& $7&,.3 '*/

    +.)0($('* -* '*/.) /'1,(= 1 .-%3*'(3*$71 '&218%*%*9

       92,1-)(+*-$.-%< 4%. 2$*č( /* 7& 5.%'&0$* 5&'(./(č$* 5'.37&'* -%*$7* 1 .',*$(2*6(7(9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    46/100

      UR

    E&)&87 6(7&8., +.$6&5%* -*-%.7( -& 1 13'4%*3*$71 -3(= 2*5.-8&$(+* 1 -3& /(7&8.3&

     5'.6&-*< ./ *$*8(2& /. +.$%'.8&< +*+. 0( -& .-%3*'(8( ;&87&$( '&218%*%(9

    A*''*$6.3 )./&8 5./'*21)(7&3*`

      /(7&87&$7& ($>.')*6(7* (2)&đ1 %.5C)&$*/;)&$%* ( 2*5.-8&$(+*<

      %'*;&$7& $.3(= +'&*%(3$(= (/&7* )&đ1 2*5.-8&$(6()*<

       5&')*$&$%$( %()-+( '*/<

      /.$.4&$7& ./81+* 2*7&/$. -* 2*5.-8&$(6()*9

    D.$>8(+%& (2)&đ1 ./7&8* 5.%'&0$. 7& '7&4*3*%( ($%&,'*6(7.) ( +..'/($*6(7.) >1$+6(7*9

    ?.4%. 7& %&)&87$( 6(87 5./12&ć* 5'*+%(6('*$7& ($%&'$., )*'+&%($,* +.7( ć& 2*/.3.87(%( 5.%'&0&

    +8(7&$*%*< $*3&/&$( 6(87 ).'* 0(%( )7&'(8. ( 3./(87* 5'( '7&4*3*$71 &3&$%1*8$. $*-%*8(=

    +.$>8(+*%*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    47/100

      UY

    WI  ,FQ0-%E0K%S!+0 ,G0-,!(

    O .3.) 5.,8*3871 ć& 0(%( 5'&/-%*387&$ 5.7*) .',*$(2*6(7-+& ./*$.-%(9 ?.-&0$* 5*;$7*ć& 0(%( 5.-3&ć&$* /&%&')($*$%*)*< 5.-87&/(6*)* ( )./&8()* .',*$(2*6(7-+& ./*$.-%( %&

    /()&$2(7*)* ./*$.-%( 5'&)* G88&$.3.) ( F&[&'.3.) )./&819 D'*7 5.,8*387* 5.-3&ć&$ 7&

    G88&$.3.) ( F&[&'.3.) ($-%'1)&$%1 2* )7&'&$7& .',*$(2*6(7-+& ./*$.-%(9

    WIOI  *15(+*6(7& -* .',*$(2*6(7.)9 L$* ).;& 0(%( 5.-87&/(6* 8.7*8$.-%(

     5./12&ć1< -%'*=* ./ ,10(%+* 0&$&>(6(7* (8( )('.3($&< %& ).'*8$& .0*3&2& 2* .-%*$+.)9

    F&đ1%()< $* +'*71 -& .$* 13(7&+ -3./( $* ;&871 2* .-%*$+.) 1 5./12&ć1f _D'1))< "XXN`NRd9

    f?./12&ć* $* )$.,& $*č($& 1%7&č1 $* ;(3.%& -3.7(= 2*5.-8&$(+*9 L$* ).,1 1č($(%( /*

    -& .$( .-7&ć*71 /.0'./.48( ( 1+871č&$( (8( 5*+ )*',($*8(2('*$( ( $&3.87&$(9 M&ć($* 871/( 5'.3&/&

    3&ć($1 -3., ;(3.%* 1 7&/$.7 %3'%+( (8( .',*$(2*6(7(< %& .-7&%( 5.-87&/(6& /1,(= 8.4(= 5&'(./*9

    ?.7*) ($-%(%16(.$*8(2*6(7& 7& 1 5'.48.-%( 0(. -($.$() 2* /1,.,./(4$7( '*/ $* (-%.) )7&-%1 12

    8.4& 13(7&%& +.7( -1 ./,.3*'*8( 5./12&ć()* * $& 2*5.-8&$(6()*9 Č*+ ( 1 /*$*4$7& 3'(7&)&

     5.-%.7& )$.,* '*/$* )7&-%* +.7* ).,1 1$(4%(%( 871/()* ;(3.%< 5.-&0$. *+. 1 5./12&ć1 $&

    38*/* 5.2(%(3$. .2'*č 7&9 #5*+ 1 *+%1*8$.-%( 5.-%.7( 5.2(%(3$. ,8&/(4%& +.7& 5'(38*č( 2*5.-8&$(+&

    %& 5.)*;& 1 (2,'*/$7( 2/'*3& .',*$(2*6(7&9 :*/( -& . 5'(-%151 +.7( -& %&)&87( $* ;(3.%$.7

    '*/.-%(< .-7&ć*71 -)(-8*< (/&$%(>(+*6(7& %& 5.2(%(3$() ./$.-()*< +.7&, 3'&/$171ć( -3.7&

    2*5.-8&$(+& 5.%(č1 $&+& .',*$(2*6(7&9 E*+3& .',*$(2*6(7& ).%(3('*71 2*5.-8&$(+& /* -&

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    48/100

      US

    .-7&ć*71 -'&%$( $* 5.-81 5.%(č1ć( 5.37&'&$7&< 5'(-%.7$.-% ( .-7&ć*7 1;(3*$7* 1 5.-81f

    _B*-%8&/($&< XR9 XN9 "XXS9d9

    :.00($- _NTSY`HXTd -)*%'* /* 7& 5.7&/($*6 ./*$ *+. -& (/&$%(>(6('* -* .',*$(2*6(7.) (

    $7&$() 6(87&3()* %& ;&8( .-%*%( '*/(%( 1 $7.79 G1%.' -)*%'* /* 7& '*2($* ./*$.-%( 5.7&/($6*

    3(/87(3* +'.2 $7&,.3 (/&$%(%&%< 8.7*8$.-%< ./,.3.'$.-%< 7*-$.ć1 6(87&3*< 1+871č&$.-%<

     5*'%(6(5*6(71 %& +3*8(%&%1 '*/* 1 5./12&ć19

    fL/*$.-% ).;& 0(%( 5.-87&/(6* 5.2(%(3$& &).6(.$*8$& '&*+6(7& $* '*/$. .+'1;&$7&9

    E*+*3 -& ./$.- -%3*'* (2)&đ1 5./12&ć* ( 2*5.-8&$(+* +*/* 2*5.-8&$(+ 37&'17& 1 3'(7&/$.-%( (

    6(87&3& .',*$(2*6(7& %& ;&8( .-%*%( '*/(%( 1 $7.7f _E&-%*< "XXN`"HNd9

    fL/*$.-% 5.-81 7& 5.3&2*$* -* 5'./1+%(3$.4ć1< 2*/.3.87-%3.)< .',*$(2*6(7.) (

    +.)1$(+*6(7.) (2)&đ1 2*5.-8&$(+* .',*$(2*6(7&f _:.00($-< NTSY`HXRd9

    fP*73*;$(7( &8&)&$% 1 ./$.-1 (2)&đ1 2*5.-8&$(+* ( 5./12&ć* 7& (/&$%(>(+*6(7*9 G+. -&

    2*5.-8&$(+ $& (/&$%(>(6('* -* -3.7.) 18.,.) ( 5.-8.) +.7( .0*387* 1 .',*$(2*6(7(< .$/* $(

    '&218%*%( $7&,.3., '*/* $& ).,1 0(%( +3*8(%&%$(f _M*801&$*< "XXX`YUd9

    G'(*- _"XXN`NTd $*,8*4*3* /* -& ./*$.-% 1 '*23(7&$() 2&)87*)* 3&ć  /1,. /&%*87$.

    (-%'*;17&< /.+ -1 1 $&'*23(7&$() 2&)87*)* (-%'*;(3*$7* .3., +.$6&5%* 7.4 13(7&+ 3'8. '(7&%+*9

    W%&&'- _NTYY`UTd -)*%'* /* 7& ./*$.-% -%15*$7 1+871č&$.-%( ( (/&$%(>(+*6(7& (2)&đ1

     5.7&/($6* ( .',*$(2*6(7&9

    J*3(- ( P&g-%'.) _NTTT`"SXd -)*%'*71 /* ./*$.-% .3(-( . -%15$71 /. +.7&, -&

    2*5.-8&$(6( 5'&/*71 5.-81< +.8(+. 3'&)&$* ( &$&',(7& 1 $7&,* 18*;1< %& . %.)& /* 8(

    /.;(387*3*71 5.-*. +*. $*73*;$(71 -%3*' 1 ;(3.%19

    D.$*č$.< h&88'(&,&8 ( B.80-< _NTTT`VRd $*3./& /* -& ./*$.-% 2*5.-8&$(+* )*$(>&-%('*

    +'.2`

      37&'.3*$7& ( 5'(=3*ć*$7& 6(87&3* ( 3'(7&/$.-%( .',*$(2*6(7&<

      -5'&)$.-% $* $*5.'*$ '*/ 1 +.'(-% .',*$(2*6(7&<

      ;&871 2* 5'(5*/*$7&) .',*$(2*6(7(9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    49/100

      UT

    WIMI  G6H4@4;456 1AC(+*6(71< 1+871č&$.-% ( ;&871 2* .-%*$+.)

    2*5.-8&$(+* 1 5./12&ć1f _A*'.$ ( K'&&$0&',< NTTVa 6(%('*$( 1 B*'/.2. ( K.$6*83&2<

    NTTS`NSd9

    f?-(=.8.4+. -%*$7& +.7& ./'*;*3* ./$.- 2*5.-8&$(+* 5'&)* .',*$(2*6(7(f _G88&$ (

    F&[&'< NTTY`NNd9

    fG>&+%(3$. 5'(=3*ć*$7& 6(87&3* ( 3'(7&/$.-%( .',*$(2*6(7&f _A16=)*$< NTYUa 6(%('*$ 1

    K()s$&2< NTTS`"Td9

    f:*/( -& . ./$.-1 5.7&/($6* 5'&)* .',*$(2*6(7( +*. 5.-87&/(6* $7&,.3& (/&$%(>(+*6(7&

    -* $7.)f _W=&8/.$< NTYNa 6(%('*$ 1 K()s$&2< NTTS`"Rd9

    fW+15 -%*3.3* ( *+%(3$.-%( 2*5.-8&$(+* +.7( -1 %&)&87&$( $* (/&$%(>(+*6(7( ( 2*7&/$(4%31

    -* .',*$(2*6(7.)f _K.$2*8&2< "R9 N"9 "XXY9d9

    fL/*$.-% 5'&/-%*387* /10.+. 37&'.3*$7& ( 5'(=3*ć*$7& 6(87&3* ( $.')( 5./12&ć*< ;&871

    2* 18*,*$7&) 2$*č*7$(= $*5.'* 1 .',*$(2*6(71< %& ;&871 2* .-%*$+.) 1 $7.7f _F*%=(&1 (

    @*7*6< NTTX`NYVd9

    @*7&/$(č+. .0(87&;7& /&>($(6(7* .',*$(2*6(7-+& ./*$.-%( ./$.-( -& $* &).6(.$*8$1

     5.3&2*$.-% (2)&đ1 5.7&/($6* ( .',*$(2*6(7&9 ?.-87&/(6& %*+3., ./$.-* -1 2*7&/$(4%3.<

    (/&$%(>(+*6(7*< 1+871č&$.-%< ;&87* 2* .-%*$+.) %& 5'(=3*ć*$7& 6(87&3*< 3'(7&/$.-%( ( $.')(

    .',*$(2*6(7& ./ -%'*$& 2*5.-8&$(+*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    50/100

      VX

    WIWI  %2=A'.g< \[/+* ( F.''(-< NTTY`NUa F&[&' ( G88&$< NTTY`RVd9

    D.$*č$.< 6(87 5.-87&/$7& -+15($& (-%'*;(3*$7* .',*$(2*6(7-+& ./*$.-%( 7& 0(. 1%3'/(%(

     5.-87&/(6& ./*$.-%( 2*5.-8&$(+*< ./$.-$. $7&$& &>&+%& $* 5.-8.3$. .+'1;&$7& _A.12*- (

    B*-%'.< NTSR`NR"a F*%=(&1 ( @*7*6< NTTX`NYRa F&[&' ( G88&$< NTTN`YYa F.''.g< NTTH`N"Xa

    F&[&' ( G88&$< NTTY`RUd9

    ?'&)/* 7& 3&ć($* $*3&/&$(= &)5('(7-+(= (-%'*;(3*$7* 5'.3&/&$* 1 5'(3*%$.) -&+%.'1<

    /(. (-%'*;(3*$7* 7& 5'.3&/&$. ( 1 /'1,() .',*$(2*6(7*)* +*. 4%. -1 3.7-+*< -3&1č(8(4%*<

     0.8$(6&< 0*$+&< %&8&>.$-+( .5&'*%&'(< (%/m

    J(. .3(= -%1/(7* 0*3(. -& (-%'*;(3*$7&) .',*$(2*6(7-+& ./*$.-%( 1 '*28(č(%() 5./12&ć()*9 #-%'*;(3*$7* -1 %*+.đ&' 0(8* 1-)7&'&$* $* 5'.1č*3*$7& .',*$(2*6(7-+& ./*$.-%(

     5.7&/($(= 5./12&ć*< %& $* 1%3' đ(3*$7& '*2($& ./*$.-%( )&đ1 =(7&'*'=(7-+() '*2($*)* 1 .+3('1

    (-%., 5./12&ć*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    51/100

      VN

    WIPI  G6=6A94@

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    52/100

      V"

    +.'&8*6(71 (2)&đ1 -%*;* 1 .',*$(2*6(7( ( ./*$.-%(9 J1;( -%*; -%3*'* 3&ć1 ./*$.-% (2

    -87&/&ć(= '*28.,*`

    o  2*5.-8&$(6( +.7( 5'(7& /.8*-+* $* ./'&đ&$1 5.2(6(71 1 5./12&ć1< 1 $7&)1 -%&+$1

    (-+1-%3.< '*23(71 5.2(%(3*$ ./$.- 5'&)* .',*$(2*6(7( _G88&$ ( F&[&'< NTTY`"Td<

    o   5'&%5.-%*387* -& /* 1 .',*$(2*6(7( /1,. .-%*71 -*). .$( 2*5.-8&$(6( +.7( 1-5(71

    '*23(%( ./*$.-% 5'&)* $7.7< /.+ .$( +.7( %. $& 1-5(71< ./8*2& %(7&+.) 3'&)&$*

    _G88&$ ( F&[&'< NTTY`"Sd9

     H$LK  L3* /&).,'*>-+* 3*'(7*08* 7& 5.3&2*$* -* *>&+%(3$.) ( ($-%'1)&$%*8$.)

    +.)5.$&$%.) .',*$(2*6(7-+& ./*$.-%( (2 -8(7&/&ć(= '*28.,*` +*. 5'3.< 4%. -1

    2*5.-8&$(6( -%*'(7(< %. -1 1,8*3$.) $7(=.3& ).,1ć$.-%( 2*5.487*3*$7* )*$7&< %& -&

     5.3&ć*3* $7(=.3 %'.4*+ $*514%*$7* .',*$(2*6(7& _F*'6= ( W().$< NTVSa 6(%('*$( 1

    F*%=(&1 ( @*7*6< NTTX`NS"da $*/*87&< -%*'(7( 2*5.-8&$(6( -& *>&+%(3$. 3&;1 2*

     5./12&ć& +'.2 -*38*/*3*$7& 5.-8*< 1+.8(+. -1 - 3'&)&$.) 5.-%*387&$( $* 3(4&

     5.2(6(7& _G88&$ ( F&[&'< NTSUa 6(%('*$( 1 F*%=(&1 ( @*7*6< NTTX`NYTd9 ?'&)* K*'6(7(

    _NTSSda 6(%('*$ 1 K()&$&2 _NTTS`UVd< 5.7&/($6( -%*'(7( ./ UN ,./($& 1,8*3$.)

    ()*71 3&ć( -%15*$7 ./*$.-%(9

    =*$4K  ]&$& -1 1,8*3$.) ./*$(7& ./ )14+*'*6* 7&' 7& )14+*'6()* %&;& 5.-%*%(

    č8*$.) .',*$(2*6(7& _K'1-+[< NTRRa 6(%('*$ 1 F*%=(&1 ( @*7*6< NTTX`NSNd< 5'&)/*

    '&218%*%( (-%'*;(3*$7* +.7* -1 5'.3&8( F*%=(&1 ( @*7*6 _NTTX`NTXd 5.+*2171 /* $&

     5.-%.7& 2$*č*7$& '*28(+& (2)&đ1 ./*$.-%( .0* -5.8*9

     T2&č #$ "+J,K  ?'&)* F*%=(&1 ( @*7*6 _NTTX`NTXd< '*21)$. 7& 5'&%5.-%*3(%( /*

     5.7&/($6( +.7( -1 1 0'*+1 ()*71 3&ć( -%15*$7 ./*$.-%(< 7&' ()*71 3&ć1 >($*$6(7-+1

    ./,.3.'$.-% 5'&)* -3.7() .0(%&87()*9

    =+1*J $L2&-$%J&K ?.7&/($6( -* 3(4() -%15$7&) .0'*2.3*$7* -1 1,8*3$.) )*$7&

    ./*$( 7&' ()*71 3&ć& ).,1ć$.-%( 2*5.487*3*$7*< /.+ -1 )*$7& .0'*2.3*$( 5.7&/($6(

    ./*$(7( 5./12&ć1 (2 -%'*=* ./ $&2*5.-8&$.-%(< %& -1)$7& 1 38*-%(%. 2$*$7& (

    -5.-.0$.-%( _c*88*6&< NTTHa 6(%('*$ 1 B*'/.2. ( K.$6*83&2< NTTS`NRd9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    53/100

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    54/100

      VU

    WIXI  $@47496@D41@3=47496@D41@($('*$71 $7&$(= '*28(č(%(= /()&$2(7*9

    E*08(6* H9N 5'(+*217& /&>($(6(7& '*28(č(%(= 3'-%* ./*$.-%( +.7& -1 $*-%*8& (2

    $*72$*č*7$(7(= )18%(/()&$2(.$*8$(= )./&8*9

    ?.-%.7*$7& %.8(+. '*28(č(%(= )./&8* .%&;*3* -%3*'*$7& .5ć&, )./&8* ./*$.-%( +*. (

    /*3*$7& ./,.3.'* $* 7&/$.-%*3$. 5(%*$7&` f4%. 7& %. ./*$.-%u f

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    55/100

      VV

    E*08(6* H9N` F18%(/()&$2(.$*8$( )./&8( .',*$(2*6(7-+& ./*$.-%(

     !"#$% ' (%))* +,-.,/YE40$(- *%&'#E0$(-& YE40$(- $%540&641&'()&3 1&I'#*&34K

    YE40$(- $(-40), YE40$(- 64E%P4*40', čI40(-*4 , $%540&641&'&K

    012%'$$* ' 345675" +,-.8/

    :,)I4E0$(- YE40$(- %4E& 0$*č40&H 045%4E4K

    2E#0-&/&)41&'4 YE40$(- 6G$5 F$&(-$*'#ć&*40'4 (4 $%540&641&'$3K

    20-#%04I&641&'4YE40$(- %4E& (,)I4E0$(-& F$'#E&04č0&H & $%540&641&'()&H*%&'#E0$(-&K

    (%"$%* ' 9:;$< +,-../

    9$%4I04 YE40$(- 6G$5 &E#0-&/&)41&'# (4 1&I'#*&34 $%540&641&'#KQ4I),I41&'()4 YE40$(- %4E& /&0401&'()&H 045%4E4K

    .,5$*04 YE40$(- %4E& $('#ć4'4 E,5$*40'4 $%540&641&'&K

    =%*%) ' !$$%" +,--,/

     +/#)-&*04YE40$(- %4E& #3$1&$04I0# F$*#640$(-& & &E#0-&/&)41&'# (4$%540&641&'$3K

    20(-%,3#0-4I04 YE40$(- %4E& -%$J)$*4 04F,J-40'4 F$E,6#ć4K

    `$%34-&*04 YE40$(- %4E& $('#ć4'4 $G4*#6# F%#34 $%540&641&'&K

    =5*%) ' >?4::)75" +,--@/

    N%&'#E0$(-YE40$(- %4E& *'#%$*40'4 & F%&H*4ć40'4 1&I'#*4 & *%&'#E0$(-&A -#,I4540'4 04F$%4 , $%540&641&'&K

    20(-%,3#0-4I04 YE40$(- %4E& P#I'# 64 $(-40)$3 , $%540&641&'&K

    A5):B ' B;)C +,--D/

     +/#)-&*04YE40$(- %4E& F(&H$I$J)# F$*#640$(-& (4 $%540&641&'$3 )%$6$('#ć4'# F$F,- I$'4I0$(-&A F4P0'#A -$FI&0#A F%&F4E40'4A ,P&-)4A&-Ee

    20(-%,3#0-4I04 YE40$(- 6G$5 -%$J)4 $EI4()4 &6 $%540&641&'#K

    9$%4I04YE40$(- 6G$5 *'#%$*40'4 , 1&I'#*#A *%&'#E0$(-& & 3&(&',$%540&641&'#K

    #23.'` 5'(8*,.đ&$. 5'&)* F&[&'< Q9< h&'-6.3(%6=< \9< fB.))(%)&$% ($ %=& g.'+58*6&` E.g*'/ *,&$&'*8 )./&8f

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    56/100

      VR

    WIYI  0336@1? 4 .6`6A1? 91763

    @$*$-%3&$(6( G88&$ ( F&[&' -1 NTTN9 ,./($& '*23(8( )18%(/()&$2(.$*8$( )./&8

    ./*$.-%(< 1 +.7&) $*3./& %'( 3'-%& ./*$.-%( +.7& ).,1 5.-%.7*%( (2)&đ1 2*5.-8&$(+* (

    .',*$(2*6(7& _W8(+* H9"d9 L-$.3$* 5'&%5.-%*3+* $7(=.3., %'./()&$2(.$*8$., )./&8* 7& /* -1

    *>&+%(3$(< $.')*%(3$( ( ($-%'1)&$%*8$( >*+%.' '*28(č(%(< %& )&đ1-.0$. 5.3&2*$( $* $*č($ /*

     5.7&/($*6 ).;& 0(%( 5.3&2*$ -* .',*$(2*6(7.) $* *>&+%(3$.7 0*2(< /.+ 7& -* $.')*%(3$.,

    _.03&2171ć&,d (8( ($-%'1)&$%*8$., _6.-%C0&$&>(%d *-5&+%*< $&5.3&2*$9 W3* %'( >*+%.'* ).,1

    /7&8.3*%( -()18%*$. )*$7() (8( 3&ć() ($%&$2(%&%.) _G88&$ ( F&[&'< NTTN`RSd9 O -87&/&ć&)

    %&+-%1 ć& 0(%( .5(-*$& $*3&/&$& %'( /()&$2(7& .',*$(2*6(7-+& ./*$.-%(9

    W8(+* H9"` J()&$2(7& .',*$(2*6(7-+& ./*$.-%(

    #23.'` 5'(8*,.đ&$. 5'&)* F&[&'< Q9< G88&$< P9< fG %='&&C6.)5.$&$% 6.$6&5%1*8(2*%(.$ .>.',*$(2*%(.$*8 6.))(%)&$%f

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    57/100

      VY

    WIYIOI  0H6:=4?@< 17(6('*$7& -* 3'(7&/$.-%()* ( 6(87&3()*< %& 5.3&ć*3* $7&,.31 1+871č&$.-% (

    ;&871 2* .-%*$+.) 1 $7.7f _?.'%&'< W%&&'-< F.g/*[ ( A.18(*$< NTYU`RXRa A16=*$*$<

    NTYU`VHRd9

    D*%2 _NTTX`"NNd -)*%'* /* -1 2*5.-8&$(6( 3(-.+& *>&+%(3$& ./*$.-%( 1,8*3$.) -5'&)$(

    $* 5'.)7&$& 1 .',*$(2*6(7(< 1+871č171 -& 1 $7(=< %& -1 -5'&)$( '*/(%( 3(4& $&,. 4%. 7&

     5'&/3(đ&$.9 E*+.đ&' -)*%'* /* .$( 5'1;*71 3(4& $&,. 4%. -& ./ $7(= .č&+17&< %& (= .',*$(2*6(7*

    $*-%.7( 2*/';*%( 1 -3.7() '&/.3()* 4%. /1;&9

    I8&)&$%( *>&+%(3$& ./*$.-%( -1` .0(%&87< 8710*3< 13*;*3*$7&< 5'(5*/*$7&< 8.7*8$.-%<

     5.$.-< -'&ć*< -.8(/*'$.-% ( 2*/.3.87-%3.9

    ,T4=635I W)*%'* -& /* 7& *>&+%(3$* ./*$.-% '*23(7&$* +*/* č8*$.3( .',*$(2*6(7& '*/&

    +*. .0(%&87< +.7* -& +'.2 5.3(7&-% +*. 1$(3&'2*8$* ($-%(%16(7* 2*/';*8* +*. %&)&87

    -3(= +18%1'*9 F&$/&2 -)*%'* /* .0(%&87 3'4( -$*;*$ 1%7&6*7 $* 5.7&/($6* 7&' 7& %. 5'3. )7&-%. ,/7& č.37&+ 5&'6(5('* /'1,& 871/& ( ,/7& -& 1+871č17& 1 2*7&/$(61

    _F&$/&2< "XXN`NH"d9

    &5>T

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    58/100

      VS

    *1@12I  D*/* -& 2*5.-8&$(6( .-7&ć*71 5.$.-$( 4%. '*/& 2* .',*$(2*6(71< .$( -1

    *>&+%(3$. 3&2*$( 2* $719 P*'*3$.< 1+.8(+. -& '*/( . 5.2(%(3$.) 5.$.-1< * $& .

    .$.) +.7( 7& 5.-87&/(6* &,.6&$%'(2)* (8( 5'&5.%&$6(7&9

    !A6ć8(+%( ć& -& - /'1,& -%'*$& $&,*%(3$. ./'*;*3*%( $*

    $719

    !1347

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    59/100

      VT

    G81%%.< NTY"a 6(%('*$( 1 h&&< "XXH`Yd9

    G+. .',*$(2*6(7* ()* +*/'.3-+1 -%'*%&,(71 +.7* -& %&)&87( $* $*,'*đ(3*$71< .$/* 7&

    ).,1ć& /* .-$.3$* ).%(3*6(7-+* -(8* 2*5.-8&$(+* 01/& ($-%'1)&$%*8$* ./*$.-%9

    WIYIWI  -1A9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    60/100

      RX

    (-5'*3$., 5.$*4*$7* 2*5.-8&$(+*9

    &15U@12=I :*/( -& . .-7&ć*71 ./,.3.'$.-%( 5.).ć1 +.7&, -& ).%(3('* 2*5.-8&$(+*

    /* 5.-%15( $* ./'&đ&$( $*č($9

    *A4@;48 A6;48A1;4=6=

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    61/100

      RN

    E*08(6* H9"` W+*8& *>&+%(3$&< ($-%'1)&$%*8$& ( $.')*%(3$& ./*$.-%(

    Č !"#$%! "'()! (*!'#$+,! -.(,-"#$

    Y*$ F$E,6#ć# $($G0$ 3& F,0$ 604č&K

    U%$GI#3# F$E,6#ć4 , )$'#3 %4E&3 $('#ć43 )4$ (*$'# *I4(-&-#K

    `#343 (04P40 $('#ć4' F%&F4E0$(-& F$E,6#ć, , )$'#3 %4E&3Kf

    N#$34 G& 3# *#(#I&I$ $(-4-4) )4%&'#%# F%$*#(-& G4J , $*$3 F$E,6#ć,K

    b 3$3 (# F$E,6#ć, 0# $('#ć43 )4$ XčI40 $G&-#I'&XKf

    `# $('#ć43 (# X#3$1&$04I0$ *#640&3X 64 $*$ F$E,6#ć#Kf

    Č"#$%&" #'()" %*#$+,-"*$()*" ./(*.#$%

    b $*$3 -%#0,-),A $(-404) , $*$3 F$E,6#ć, 64 3#0# '# F$E'#E04)$ & 0,P0$(- & P#I'4K

    g#E40 $E 5I4*0&H %46I$54 6G$5 )$'&H & E4I'# %4E&3 , $*$3 F$E,6#ć, I#P& , -$3# J-$ G& $EI464)64H-&'#*4$ 604č4'0, $($G0, P%-*, h , E%,5$' $%540&641&'& 0# G& &34$ (*# G#0#/&1&'# )$'# &343 -,K

    g#E04 $E 0#)$I&)$ 0#54-&*0&H F$(I'#E&14 04F,J-40'4 $*$5 F$E,6#ć4 G&I4 G& 0#F$(-$'40'# %#4I0#4I-#%04-&*#K

    b $*$3 -%#0,-), G&I$ G& 3& *%I$ -#J)$ 04F,(-&-& F$E,6#ć# , )$'#3 %4E&3K Č4) & )4E G& -$ P#I&$K

    U%#*&J# G& (# -$54 F$%#3#-&I$ , 3$3 P&*$-, )4E4 G& $EI,č&$ 04F,(-&-& $*$ F$E,6#

    ć# G4J (4E4K

    Y('#ć43 E4 &343 F%#34I$ &6G$%4 E4 G&H %463&JI'4$ $ $EI4(), &6 $*$5 F$E,6#ć4K

    Č"#$%&" #'()" *.+-($%0*" ./(*.#$%

    `# G&H 04F,(-&$ G4J (4E $*$ F$E,6#ć# '#% &343 $('#ć4' $G*#6# F%#34 I',E&34 , 0'#3,K

    U,0$ -$54 E,5,'#3 $*$3 F$E,6#ć,K

    Č4) & )4E G& -$ G&I4 F%#E0$(- 64 3#0#A $('#ć43 E4 (4E4 0# G& G&I$ , %#E, 04F,(-&-& $*$F$E,6#ć#K

    Y('#ć4$ G&H (# )%&*&3 )4E G&H (4E 04F,(-&$ $*$ F$E,6#

    ć#K

    `#343 0&)4)4* $('#ć4' $G*#6# E4 $(-40#3 )$E (4E4J0'#5 F$(I$E4*14Kf

    Y*$ F$E,6#ć# 64(I,P,'# 3$', I$'4I0$(-K

    `4F$3#04^ f i &0*#%60$ %#)$E&%40# č#(-&1#K

    #23.'` F*-8(ć W&'4(ć< J9< fe%. 7& ./*$.-% ( +*+. 7& ).;&). )7&'(%(u f< =1%2,

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    62/100

      R"

    E*08(6* H9H` ?.12/*$.-% G88&$.3., ( F&[&'.3., ($-%'1)&$%* 1 5'&%=./$() (-%'*;(3*$7()*

     +,-$% 2(-%4P&*40'# N#I&č&04 ,6$%)4  +I/4W%$0G41H

     +I#3j0 & L$06jI#6;CBC

    W4G%l & 9#'k4( ;>

    L4%G#%A gK ;BCC

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    63/100

      RH

    PI  ,G-,! %E.#Đ$ %-(#F-,Q .0F+#(%-Q0 %

    ,FQ0-%E0K%S!+# ,G0-,!(%L/$.- (2)&đ1 ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%( 7& /.+*2*$ 1 $&+.8(+.

    (-%'*;(3*$7* _B*'1*$* ( B*88&[*< NTTS`NN"a #3&'-.$< F6\8&./ ( I'g($< NTTR`HSa J1'+($ (

    A&$$&%%< NTTT`N"Ra A.-=.>> ( E*(%< NTTR`NYa P*1/s< J&-*( ( F1'5=[< "XXH`N"XVd9

    fL',*$(2*6(7-+* ./*$.-% 7& 7&/$* ./ 2$*č*7$(= 5.-87&/(6* ($%&'$., )*'+&%($,*f

    _E*$-1=*7 ( -1'9< NTTN 6(%('*$ 1 B*'1*$* ( B*88&[*< NTTS`NXTd9

    #-%'*;(3*č( -)*%'*71 /* 7& ($%&'$.) )*'+&%($,1 ( .',*$(2*6(7-+.7 ./*$.-%( 5.%'&0$*

    2$*%$. 3&ć* 5*;$7* ./ -%'*$& %.5C)&$*/;)&$%*9

    J*3(- _"XXN`N"Hd (-%(č& /* $&+& .',*$(2*6(7& 18*;1 )(8(71$& /.8*'* 1 &+-%&'$(

    )*'+&%($, /.+ 5'*+%(č+( 5.%51$. 2*5.-%*387*71 *+%(3$.-%( ($%&'$., )*'+&%($,*9 G1%.'

    2*+871č17& /* $&+3*8(%&%*$ ($%&'$( )*'+&%($, ).;& ()*%( 3'8. $&,*%(3$& 5.-87&/(6& 2*

    .',*$(2*6(719

    F.g/*[ _NTTS`HSHd -)*%'* /* -1 +$7(,& *1%.'* :&(6==&8/* A(, U$@&4+@ 055,:+   (

    ?>&>>&'t-* A(, (1 L1)4/)#8 *2$5)+" L@ *1++)#8 *,$*4, 5)2"+ < /.+*2 /1,.'.č$(=

    &+.$.)-+(= 5.3'*%* +.7( -1 5.-87&/(6* *+%(3$.-%( +3*8(%&%$., 15'*387*$7* 871/-+() '&-1'-()*<

    %& /* 5'(=3*ć*$7& 2*5.-8&$(+* +*. ($%&'$., +8(7&$%* 5'&/-%*387* 7&/$1 ./ -5.)&$1%(=

    *+%(3$.-%(9

    ?'&)/* 7& 3&ć($* (-%'*;(3*$7* .0*387&$* 1 1-81;$.) -&+%.'1< %& -1 +.'(4%&$& '*28(č(%&

    )&%./& ($%&'5'&%*6(7&< $*8*2( 3&ć&, 0'.7* (-%'*;(3*č+(= -%1/(7* 1+*2171 $* 5.2(%(3$1 3&21

    (2)&đ1 ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%(9 E*+.đ&' -1 5.+*2*8( /* .0* +.$6&5%*

    ()*71 5.2(%(3*$ 1%7&6*7 $* .',*$(2*6(7-+& '&218%*%&< 4%. /.+*217& 3*;$.-% 5'.6&-* ($%&'$.,

    )*'+&%($,* 1 .',*$(2*6(7*)*9

    O%7&6*7 ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%( $* -%3*'*$7& +.$+1'&$%-+&

     5'&/$.-%( %*+.đ&' 7& 3'8. 0(%*$ *-5&+% +.7( 7& 5.%'&0$. '*2).%'(%(9

    A*'$&[ ( c'(,=% _NTTS`"Td -1 5'.3&8( (-%'*;(3*$7& +*+. 0( 1%3'/(8( .0(87&;7* 871/-+(=

    '&-1'-* +.7* -1 (23.' +.$+1'&$%-+& 5'&/$.-%(9 :*2).%'&$* .0(87&;7* 0(8* -1` 2$*$7&< (-+1-%3.<

    37&4%($* ( ./*$.-% 2*5.-8&$(+*< %& $&+& h:F *+%(3$.-%( +.7& -1 5'()7&$7(3*8& .',*$(2*6(7&9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    64/100

      RU

    ?'&)* -5.)&$1%() *1%.'()*< $&+.8(+. (-%'*;(3*$7* /.+*217& /* +3*8(%&%$. 15'*387*$7&

    *+%(3$.-%()* 871/-+(= '&-1'-*< .-() 4%. -)*$717& %'.4+.3& ( 5.3&ć*3* 5.3'*%< %*+.đ&'

     5.0.874*3* '&218%*%& .',*$(2*6(7& 1 5.,8&/1 2*/.3.87*3*$7* +8(7&$*%* ( +3*8(%&%& 1-81,&9

    A*'$&[ _NTTN`NNUd -)*%'* /* 7& +.$+1'&$%-+* 5'&/$.-% ./';(3* *+. (-51$7*3* č&%('(

    +871č$* 137&%*` -%3*'*$7& 3'(7&/$.-%(< '(7&%+.-%< %&;($* ()(%*6(7& ( $&).,1ć$.-% -15-%(%16(7&9

    c'(,=%< F6F*=*$ ( F6c(88(*)- _NTTU`HXSd< -1 /.+*2*8( /* 871/-+( '&-1'-( ).,1

    (-51$(%( $*3&/&$& 137&%&9 G1%.'( -)*%'*71 /* 7& /.5'($.- 871/-+(= '&-1'-* 2$*č*7*$ +*+. 1

    -%3*'*$71 3'(7&/$.-%( %*+. ( 1 '*23(7*$71 )&%./* 2* 5'.67&$1 3'(7&/$.-%(9 W* *-5&+%* '(7&%+.-%(<

    871/-+( '&-1'-( -*)( 5. -&0( $& 5'&/-%*387*71 +.$+1'&$%-+1 5'&/$.-%9 J* 0( .$* 5.-%.7*8*

     5.%'&0$. 7& (/&$%(>(6('*%( ( *$*8(2('*%( -5&6(>(č$& +*'*+%&'(-%(+& -3*+., 2*5.-8&$(+*9 W5.)&$1%*

    *$*8(2* 5'.3./( -& 1 .+3('1 *+%(3$.-%( 5'(8*,./0& 2*5.-8&$(+* 5.-81< * 4%. 5'&/-%*387* -*-%*3$(

    /(. )./&8* 15'*387*$7* ($%&'$() )*'+&%($,.)9 D*/* 7& 1 5(%*$71 ).,1ć$.-% ()(%*6(7&< %'&0*

    12&%( 1 .02(' č($7&$(61 /* -3*+* .',*$(2*6(7* ()* -5&6(>(č$& +*'*+%&'(-%(+& +.7& 5'.(28*2& (2

    $7&$& 5.3(7&-%(< .',*$(2*6(7-+& +18%1'& ( ./$.-* -* 2*5.-8&$(6()*9 O+.8(+. %& -5&6(>(č$&

    +*'*+%&'(-%(+& -%3*'*71 %()-+( /1= ( 2*7&/$(4%3. 1 '*/1< %& 1+.8(+. 5.3&č*3*71 -37&-$.-%

    2*5.-8&$(+* . 3'(7&/$.-%( &+-%&'$(= +8(7&$*%*< %*/* 871/-+( '&-1'-( $& -*). /* /./*71 3'(7&/$.-%

     5./12&ć1< 3&ć 5'&/-%*387*71 ( (23.' +.$+1'&$%-+& 5'&/$.-%( +.7( -& %&4+. ()(%('*9 W%.,* *1%.'(2*+871č171 /* 871/-+( '&-1'-( (-51$7*3*71 -3& 137&%& +*+. 0( 5.-%*8( (23.' ./';(3& +.$+1'&$%-+&

     5'&/$.-%( 7&' -1 '(7&%+(< $& ).,1 -& ()(%('*%( $( -15-%(%1('*%( %& /./*71 3'(7&/$.-% 5./12&ć19

    A*'$&[ ( c'(,=% _NTTS`"Vd -1 /.+*2*8( /* -13'&)&$( 5'.6&-( 15'*387*$7*

    2*5.-8&$(6()* +*. 4%. 7& ($%&'$( )*'+&%($,< .-() 4%. ).,1 -%3.'(%( ./';(31 +.$+1'&$%-+1

     5'&/$.-%< %*+.đ&' ).,1 5.0.874*%( 1č($+& .',*$(2*6(7&9

    A&6+&' [ K&'=*'% _NTTR`YTRd -& -8*;1 -* 5'&%=./$() *1%.'()*< %& -)*%'*71 /* 7& -1-%*3

    15'*387*$7* 871/-+() '&-1'-()* 7&/($( (23.' ./';(3& +.$+1'&$%-+& 5'&/$.-%(9

    ?'&)* 5'&%=./$() (-%'*;(3*$7()* *+%(3$.-%( ($%&'$., )*'+&%($,* /.5'($.-&

    +3*8(%&%$(7&) 15'*387*$71 871/-+() '&-1'-()* %& -%3*'*$71 ( ./';*3*$71 +.$+1'&$%-+&

     5'&/$.-%(9

    L3. (-%'*;(3*$7& ć& 1%3'/(%( 1 +.7.7 )7&'( *+%(3$.-%( ($%&'$., )*'+&%($,* 1%7&č1 $*

    .',*$(2*6(7-+1 ./*$.-% 2*5.-8&$(+*< +.7* -& -)*%'* 7&/$() ./ $*72$*č*7$(7( 5.+*2*%&87*

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    65/100

      RV

    1-57&4$., 15'*387*$7* 871/-+() '&-1'-()*9

    O $*-%*3+1 -& /*7& 5'&,8&/ -%1/(7*< ./$.-$. /.-*/*4$7* (-%'*;(3*$7* ( '&218%*%( .

    ./$.-1 ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%( 2*5.-8&$(+*9

    PIOI  G12  '*/( -& . +.)1$(+*6(7( 3(2(7& .',*$(2*6(7& %& 37&'.3*$71 $7&$()

    2*5.-8&$(6()*<

       F&-%$J -&*$"4,#)7&>  ./$.-( -& $* '*23.7 $7(=.3(= 37&4%($*< 2$*$7*< 1č($+* %&

    $7(=.3& '&*8(2*6(7& 2*/*%*+* +*. ( >8&+-(0(8$.-%( 1 5'(8*,.đ*3*$71 5.-8.3()* %&

    -5'&)$.-%( $* +.)1$(+*6(71<

       92)-#&%J, -&"418&>  ./$.-( -& $* %()-+( '*/< ./$.-$. $* 5'(2$*3*$7&

    2*5.-8&$(6()* $7(=.3., 1č($+* ( +3*8(%&%& 1 +.)1$(+*6(7(9

    :&218%*%( (-%'*;(3*$7* -1 5.+*2*8( /* -3& %'( +*%&,.'(7& ($%&'$., )*'+&%($,* 1%7&č1 $*

    *>&+%(3$1 +.)5.$&$%1 G88&$.3., ( F&[&'.3., )./&8*9 E*+.đ&' 7& 1%3' đ&$. /* 7& $7(=.3

    1%7&6*7 $* $.')*%(3$1 +.)5.$&$%1 -8*0< /.+ $* ($-%'1)&$%*8$1 +.)5.$&$%1 $*3&/&$&

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    66/100

      RR

    +*%&,.'(7& ($%&'$., )*'+&%($,* 5'*+%(č+( $&)*71 $(+*+3., 1%7&6*7*9 O -3.) 2*+871č+1< *1%.'(

     5'&/8*;1 /*87$7* (-%'*;(3*$7* 1 -3'=1 (/&$%(>(6('*$7* -5&6(>(č$(= *+%(3$.-%( 5'.,'*)* ($%&'$.,

    )*'+&%($,*9 G1%.'( 17&/$. -1,&'('*71 (-%'*;(3*$7* . 5'()7&$( *+%(3$.-%( ($%&'$., )*'+&%($,* 1

     5'.(23./$.) -&+%.'1 01/1ć( 7& 3&ć($* -%1/(7* . 1%7&6*71 ($%&'$., )*'+&%($,* $*

    .',*$(2*6(7-+1 ./*$.-% .0*387&$* 1 -&+%.'1 1-81,*9

    A.-=.>> ( E*(% _NTTR`"Vd -1 5'.3&8( (-%'*;(3*$7& č(7( 7& 6(87 0(. 1%3'/(%( 1 +.7.7 )7&'(

    ./*$.-% 2*5.-8&$(+* _.$(= +.7( -& (/&$%(>(6('*71 -* )(-(7.)< 6(87&3()* ( -%'*%&,(7*)*

    .',*$(2*6(7&d< +*. 5.-87&/(6* ($%&'$., )*'+&%($,*< 1%7&č& $* +3*8(%&%1 1-81,& +.7* 7& 5'1;&$*

    +8(7&$%()*9 @* .67&$7(3*$7& ./*$.-%( 2*5.-8&$(+*< *1%.'( -1 +.'(-%(8( )./&8 +.7( -1 '*23(8(

    F.g/*[ ( -1'9 NTS"9 ,./($&< /.+ -1 +3*8(%&%1 1-81,* .67&$7(3*8( 5.).ć1 WI:MjOG\

    )./&8*9 ?'&)* $*8*2()* .3& -%1/(7&< &8&)&$%( +.7( 1%7&č1 $* ./*$.-% 2*5.-8&$(+* -1`

    +.$%'*/(+%.'$.-% 5'*3(8*< /3.-)(-8&$.-% 5'*3(8*< '&*8$.-% 6(87&3*< +.)1$(+*6(7* (2)&đ1

    2*5.-8&$(+* ( 3(4(= ( $(;(= =(7&'*'=(7-+(= '*2($*< 5.3'*%$& ($>.')*6(7&< =(7&'*'=(7-+* -%'1+%1'*<

    2*/.3.87-%3. $* '*/$.) )7&-%1 %& %()-+( '*/9 :&218%*%( (-%'*;(3*$7* -1 5.+*2*8( /*

    2*/.3.87-%3. $* '*/$.) )7&-%1 ( '&*8$.-% 6(87&3* 5.2(%(3$. 1%7&č1 $* .',*$(2*6(7-+1 ./*$.-%

    2*5.-8&$(+*9

    J1'+($ ( A&$$&%% _NTTT`N"Td -1 5'.3&8( (-%'*;(3*$7& +*+. 0( .07*-$(8( '*28(č(%&/()&$2(7& .',*$(2*6(7-+& ./*$.-%(9 #-%'*;(3*$7& 7& 5'.3&/&$. 1 +.$%&+-%1 5'.)7&$* +.7& -1

    2*/&-(8& 0'(%*$-+( 0*$+*'-+( -&+%.' 1 5.-87&/$7() /&-&%87&ć()* ( 5'&/-%*387* '&218%*%& %';(4$(=

    -%'*%&,(7* +.7& -1 0*$+& +.'(-%(8&9 @* .67&$1 ./*$.-%( +.'(4%&$ 7& )./&8 Lv:&(88[* ( B=*%)*$*

    +.7( -1 $*3&/&$( *1%.'( 5'&/8.;(8( NTSR9 ,./($&9 I8&)&$%( )./&8* -1 0(8(` ($-%'1)&$%*8$*

    ./*$.-%< (/&$%(>(+*6(7-+* ./*$.-% ( ./*$.-% $* %&)&871 ($%&'$*8(2*6(7&9 #-%'*;(3*$7& $& *$*8(2('*

    3&21 (2)&đ1 ($%&'$., )*'+&%($,* ( .',*$(2*6(7-+& ./*$.-%(< )&đ1%() 1 -3.) 2*+871č+1

    $*3./( /* 0( 1 3'&)&$()* 3&8(+(= 5'.)7&$* 1 0*$+*'-+.) -&+%.'1< )&$*/;&'( %'&0*8( 0'($1%( .

    1-+8*đ(3*$71 5.-8.3$(= -%'*%&,(7* -* -5.-.0$.-%()* 2*5.-8&$(+*9 :&218%*%( -%1/(7& -1 5.+*2*8(

    /* 7& +.)5.$&$%* ($%&'$*8(2*6(7&< +.7* -& ./$.-( $* 5'(=3*ć*$7& 6(87&3*< 2*/*%*+* ( 3'(7&/$.-%(

    .',*$(2*6(7&< 0(8* 3'8. -8*0* +./ 2*5.-8&$(+* 4%. 15.2.'*3* $* .5'&2 +.7( ).'* 0(%( 5'(-1%*$

    +./ )&$*/;&'* 5'( ()58&)&$%*6(7( *,'&-(3$(= %';(4$(= -%'*%&,(7*9 D.$*č$.< *1%.'( (-%(č1

    3'(7&/$.-% ($%&'$., )*'+&%($,* 1 .+3('1 67&8.+15$., 5'.6&-*9

  • 8/18/2019 Utjecaj Internog Marketinga Na Organizacijsku Odanost Zaposlenika

    67/100

      RY

    L-$.3$( 6(87 (-%'*;(3*$7* +.7& -1 5'.3&8( #3&'-.$< F6\8&./ ( I'g($ _NTTR`UNd 7& 0(.

    1%3'/(%( 5.-87&/(6& '*2$(= 5'.,'*)* ($%&'$., )*'+&%($,* +.7& -1 '*23(8& .',*$(2*6(7&9 :&218%*%(

    -1 5.+*2*8( /* -1 .',*$(2*6(7-+* ./*$.-% ( 5.37&'&$7& 5.-87&/(6& ($%&'$., )*'+&%($,* %& /*

    $*3&/&$( >*+%.'( 2$*%$. 1%7&č1 $* .',*$(2*6(7-+& 1č($+&9

    F&[&'< #'3($, ( G88&$ _NTTS`USd -1 5'.3&8( (-%'*;(3*$7& %&)&87&) +.7&, -1 1%3'/(8(

     5.2(