Клиентоориентированное интервью с Игорем Манном, 2012, режим доступа
3. http://cabmarket.kz/article/node/klientoorientirovannoe-intervyu-s-igorem-mannom, (дата обращения 29.05.2016 г.).
4. Латышова Л.С., Ойнер О.К., Сяглова Ю.В. Клиенториентированность как основа устойчивого бизнеса - сущность и признаки клиентоориентированной компании// Механизация строительства, №10, 2015, с.60
5. Хеллевиг Й. Что такое вовлеченность персонала и почему она так важна, 2015. Режим доступа: http://www.awarablogs.com/ru/what-employee-engagement-is-and-why-it-matters/ (дата обращения 29.05.2016 г.).
6. Шавровская М. Н. Клиентоориентированность персонала: формирование и оценка. Автореферат диссертации на соискание ученой степени канд. экон. наук, 2013, режим доступа http://refdt.ru/docs/780/index-664900.html. (дата обращения 29.05.2016 г.).
7. Шоул Д. Сервис – это горизонт современного бизнеса // Маркетинг.pro. – 2007. – № 1–2 (28–29)
8. Harter J.K., F.L.Schmidt, and Hayes T.L. (2002). “Business unit level relationship between employee satisfaction,employee engagement, and business outcomes: a meta-analysis.” Journal of Applied Psychology, 87(2), 268-279.
9. Kahn, W. A. (1990). “Psychological conditions of personal engagement and disengagement at work. "Academy of Management Journal, 33,692-724.
10. Kohli A.K., B.J. Jaworski and A. Kumar, ’MARKOR: A Measure of Market Orientation’, Journal of Marketing Research, XXX-4 (1993).
11. Maslach, C., W.B. Schaufeli and M.P. Leiter (2001).”Job burnout,” Annual Review of Psychology, 52, 397-422.
12. Robinson D., S. Perryman, and S. Hayday (2004). The Drivers of Employee Engagement. Institute for Employment Studies. Retrieved from http://www.employmentstudies.co.uk/pubs/summary.php?id=408 (дата обращения 29.05.2016 г.).
13. Schwan J Two Simple KPIs for Measuring Employee Engagement, 2014 [Электронный ресурс]. Режим доступа: https://www.linkedin.com/pulse/20140816022012-3166929-two-simple-kpis-for-measuring-employee-engagement(дата обращения 28.05.2016 г.).
14. Методика исследования вовлеченности сотрудников. [Электронный ресурс]. Режим доступа: http://axesgroup.ru/engagement/metodology/. (дата обращения 27.05.2016 г.).
Literature
1. Imasheva Z.Z., Bajchurina L.R. Klientoorientirovannost' kak osnova postroenija sistemy upravlenija personalom organizacii sfery uslug // Upravlenie jekonomikoj: metody, modeli, tehnologii. Chetyrnadcataja mezhdunarodnaja nauchnaja konferencija. – 2014. – S. 232-235
2. Klientoorientirovannoe interv'ju s Igorem Mannom, 2012, rezhim dostupa
3. http://cabmarket.kz/article/node/klientoorientirovannoe-intervyu-s-igorem-mannom, (data obrashhenija 29.05.2016 g.).
4. Latyshova L.S., Ojner O.K., Sjaglova Ju.V. Klientorientirovannost' kak osnova ustojchivogo biznesa - sushhnost' i priznaki klientoorientirovannoj kompanii// Mehanizacija stroitel'stva, №10, 2015, s.60
5. Hellevig J. Chto takoe vovlechennost' personala i pochemu ona tak vazhna, 2015. Rezhim dostupa: http://www.awarablogs.com/ru/what-employee-engagement-is-and-why-it-matters/ (data obrashhenija 29.05.2016 g.).
6. Shavrovskaja M. N. Klientoorientirovannost' personala: formirovanie i ocenka. Avtoreferat dissertacii na soiskanie uchenoĭ stepeni kand. jekon. nauk, 2013, rezhim dostupa http://refdt.ru/docs/780/index-664900.html. (data obrashhenija 29.05.2016 g.).
7. Shoul D. Servis – jeto gorizont sovremennogo biznesa // Marketing.pro. – 2007. – № 1–2 (28–29)
8. Harter J.K., F.L.Schmidt, and Hayes T.L. (2002). “Business unit level relationship between employee satisfaction,employee engagement, and business outcomes: a meta-analysis.” Journal of Applied Psychology, 87(2), 268-279.
9. Kahn, W. A. (1990). “Psychological conditions of personal engagement and disengagement at work. "Academy of Management Journal, 33,692-724.
10. Kohli A.K., B.J. Jaworski and A. Kumar, ’MARKOR: A Measure of Market Orientation’, Journal of Marketing Research, XXX-4 (1993).
11. Maslach, C., W.B. Schaufeli and M.P. Leiter (2001).”Job burnout,” Annual Review of Psychology, 52, 397-422.
12. Robinson D., S. Perryman, and S. Hayday (2004). The Drivers of Employee Engagement. Institute for Employment Studies. Retrieved from http://www.employmentstudies.co.uk/pubs/summary.php?id=408 (data obrashhenija 29.05.2016 г.).
13. Schwan J Two Simple KPIs for Measuring Employee Engagement, 2014 [Jelektronnyj resurs]. Rezhim dostupa: https://www.linkedin.com/pulse/20140816022012-3166929-two-simple-kpis-for-measuring-employee-engagement (data obrashhenija 28.05.2016 g.).
14. Metodika issledovanija vovlechennosti sotrudnikov. [Jelektronnyj resurs]. Rezhim dostupa: http://axesgroup.ru/engagement/metodology/. (data obrashhenija 27.05.2016 g.).
Ludmila S. Latyshova,
Moscow, Russian Federation
The Russian Presidential Academy of National Economy
and Public Administration
Head of the Department of Marketing,
PhD in Economics, Associate Professor
Alexander P. Tsivlin
Moscow, Russian Federation
Lomonosov Moscow State University
Marketing Chair Postgraduate
Еmployee – the key element of marketing mix
Abstract: The high degree of uncertainty of today's business environment, the movement of the global economy in the direction of innovation, the importance of the growth of services led to the fact that managers are forced to look for sources of competitive advantage within their companies, realizing that strategic resource for innovation today are employees, their customer orientation. The concept of "customer focus", as well as the concept of "internal customer orientation" still do not have a single interpretation, making it difficult to estimate. The purpose of this article - to show the author's understanding of customer focus, as well as the importance and methods of analysis of customer focus and employee engagement as the most important factors of the company's customer-oriented competitiveness. In addition, the author examines the practical application of methodology for assessing the involvement on the basis of the methodology of AON Hewitt and provides recommendations to improve employee engagement.
Keywords: customer-oriented, customer-centric, internal customer orientation, employee engagement, engagement assessment methodology
JEL коды: M31 – Marketing
[1] Опросник Q12: экспресс-метод оценки вовлеченности персонала [Электронный ресурс]. Режим доступа: http://www.gsl-consulting.ru/pict/File/Oprosnik_vovlechennosti.pdf ) (Дата обращения 29.05.2016 г.).
[2] Gallup Media Research 2015 [Электронный ресурс]. Режим доступа http://www.slideshare.net/HumanCapitalClub/employee-engagement-research-by-gallup-44585155 (Дата обращения 28.05.2016)
[3] AON Hewitt Employee Research Database на основании 375 предприятий, прошедших опрос в РФ
[4] AON Hewitt: 2015 Trends in global employee engagement report [Электронный ресурс]. Режим доступа: http://www.aon.com/germany/downloads/aonhewitt/aon_2015_trends_in_global_employee_engagement_report.pdf (дата обращения 28.05.16)