1. Analysing the relationship between hotelsʹ internal marketing and employee engagement dimensionsKristina Črnjar, Jasmina Dlačić, Borut Milfelner, 2020, izvirni znanstveni članek Opis: Purpose – In the hotel industry, as in all services, the goal is to have satisfied employees who are engaged in their job. From a marketing perspective, one of the possible ways companies can achieve that is by adopting internal marketing practices. Hence, the purpose of this paper is to research the relationship between internal marketing and different dimensions of employee engagement (emotional, cognitive and physical) in the hotel industry.
Design/Methodology/Approach – The data was collected through a paper-and-pencil questionnaire on a sample of 573 hotel employees in Croatia. Adapted scales from previous research were used for measuring research constructs using the back-translation technique. Conceptual model and hypotheses were tested with covariance based structural equation modelling.
Findings and implications – The results show that internal marketing had a positive and statistically significant impact on emotional and cognitive engagement. Cognitive engagement, in turn, had a positive impact on emotional and physical engagement, while emotional engagement had a positive impact on physical engagement.
Limitations – The use of self-evaluations could potentially cause social desirability bias. The study is limited only to Croatian hotels, which might vary from hotel industries in other parts of the world.
Originality – This paper contributes to the development of internal marketing, as it identifies the relationship between internal marketing and different forms of employee engagement. Employee engagement is approached multidimensionally as consisting of emotional, cognitive and physical engagement. By distinguishing different engagement dimensions, the paper contributes to the theory of personal engagement with testing employee engagement concept in the hotel industry.
Ključne besede: internal marketing, employee engagement, hotel industry, hotels, Croatia
Objavljeno v DKUM: 16.01.2025; Ogledov: 0; Prenosov: 1
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2. The development of e-banking services quality measurement instrument : MPQe-BSDomen Malc, Jasmina Dlačić, Aleksandra Pisnik, Borut Milfelner, 2023, izvirni znanstveni članek Opis: Perceived service quality is a well-researched concept in the marketing literature. Several measurement scales have been proposed, including for banking services, but most apply to the physical service environment. On the other hand, there is a lack of instruments available to measure the quality of banking services in a digital environment. Nowadays, especially pushed by the COVID-19 situation and sustainable development goals promoted by the United Nations, digitalization of services is a new normal. It is often perceived as a green banking practice and a prerequisite to contribute to the SDGs and environment per se. The purpose of this paper is to develop and validate a perceived quality scale of e-banking services. The proposed measurement model was tested on a convenience sample of 335 respondents from Slovenia and Croatia via web-based questionnaires. Content validity, construct validity, dimensionality, and discriminant validity were assessed with EFA and CFA. The results prove that the instrument is appropriate for measuring the perceived quality of e-banking services. It measures six dimensions: efficiency, availability, contact, design, security, and fulfillment. Additional group analysis shows that the scale applies to different cultural contexts. The main limitation of the research is that the instrument measures only the perceived quality of e-banking services provided through online channels. The main theoretical and managerial implications are also discussed.
Ključne besede: perceived quality, customer satisfaction, e-banking
Objavljeno v DKUM: 16.02.2024; Ogledov: 399; Prenosov: 25
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3. Tehnike za zagotavljanje veljavnosti in zanesljivosti podatkov v marketinških raziskavah in analiza podatkov v marketinguBorut Milfelner, 2023 Opis: Znanstvena monografija »Tehnike za zagotavljanje veljavnosti in zanesljivosti podatkov v marketinških raziskavah in analiza podatkov v marketingu« se osredotoča na zbiranje informacij za marketinške namene v organizacijah in zagovarja znanstveni pristop pri merjenju marketinških konceptov. Utemeljuje znanstvene principe kvantitativnega merjenja v marketingu za zagotavljanje natančnih in zanesljivih podatkov ter metode za analizo podatkov v marketingu. Obravnavane so tudi napredne tehnike analiziranja podatkov, kot so modeliranje strukturnih enačb, s katerimi merimo vplive latentnih spremenljivk, ki lahko so v vlogi odvisne, kot tudi neodvisne spremenljivke. Monografija vsebuje sedem poglavij, ki obsegajo razumevanje informacijskega sistema v marketingu, tržne naravnanosti, teorije merjenja v marketingu, veljavnosti in zanesljivosti merilnih lestvic, metode za preverjanje povezav med parametričnimi in neparametričnimi spremenljivkami ter modeliranje strukturnih enačb.
Ključne besede: veljavnost merjenja, zanesljivost merjenja, faktorska analiza, analiza podatkov v marketingu, modeliranje strukturnih enačb
Objavljeno v DKUM: 18.09.2023; Ogledov: 491; Prenosov: 87
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