CHARACTERISTICS OF COMMUNICATION IN INTERNAL MARKETING WITHIN BANKS ON THE MARKET OF BOSNIA AND HERZEGOVINA
CHARACTERISTICS OF COMMUNICATION IN INTERNAL MARKETING WITHIN BANKS ON THE MARKET OF BOSNIA AND HERZEGOVINA

Summary/Abstract: The paper analyzes the attitudes of employees and management regarding selected characteristics of communication within internal marketing in banks operating in the market of Bosnia and Herzegovina. The research objectives are: 1) to determine the attitudes of employees and management toward the internal communication system in banks in Bosnia and Herzegovina, 2) to identify the existence of statistically significant differences in attitudes between employees and management regarding internal communication in these banks, 3) to examine the influence of employees’ socio-demographic characteristics on their attitudes toward internal communication in banks in Bosnia and Herzegovina. Using the independent samples t-test, it was found that the attitudes of employees and management differ significantly in 5 out of 15 observed elements through which internal communication in Bosnian and Herzegovinian banks was analyzed. Furthermore, the results of the χ² test indicate that, with the exception of six observed characteristics, there is no statistically significant influence of employees’ socio-demographic attributes on their attitudes toward the analyzed elements of internal communication in banks in Bosnia and Herzegovina.

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