AUTHORS: Iris Mihajlović, Cvijeta Djevojić, Marino Stanković

DOI: 10.37394/23203.2021.16.19
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ABSTRACT: This paper has an emphasis on analytical approach to certain key factors of internal marketing. Examining the strength of their impact (financial and non-financial) on the employee motivation levels, in September 2019 the conducted survey comprised 300 respondents (sample size), employees - internal customers, nurses and hospital staff. Data were collected based on a survey of employee satisfaction, area of their jobs. Respondents were employees / hospital staff of the regional hospital center in the Republic of Croatia. Analyzed areas had been previously sequenced and grouped in accordance with key factors that corresponded to the areas of internal marketing with intensities of their impacts on the level of the satisfaction, motivation and the employee productivity. In the analysis, inferential statistics methods (Z-test, Chi-Square test) were used to answer the question of whether internal marketing instruments affect employment motivation, and to what extent is the response positive, to what extent they affect motivation, and indirectly, to work productivity. Questions related to salary, satisfaction with the basic salary, type of employment, and type of work provided answers about employee motivation with regard to the financial factor of internal marketing, and questions related to when employees use a break at work gave us the answer about the free time to which the employee is entitled to, and which affects the level of his satisfaction. The questions concentrated on work experiences of employees in the organization presented their loyalty to the non-profit organization. Main domains that represented key incentives throughout the interactive empowerments of key factors analyzed are education, participation in professional lectures and seminars, conferences, and additional training for application of innovative tools. Results confirm basic attitudes about employment in non-profit organizations, i.e. that the financial factor is not decisive in choosing employment. Results show narrow connection of loyalty with employee’s motivation as non-financial factor of internal marketing, showing in that manner the interest of employees for achievements supported by the internal confidence and permanent positive behavior or the attitude. These research results contribute to improving the elements of internal marketing. Internal customers' attitudes and behavior (i.e., their satisfaction and commitment) is affected by the organizational atmosphere component. It is closely tied to internal customers' creativity and productivity. Therefore, it is an essential element of organizational performance.

KEYWORDS: internal marketing, employee motivation, internal communication, non-profit organization, employee satisfaction