УТИЦАЈ ИНТЕРНЕ КОМУНИКАЦИЈЕ И ИДЕНТИФИКАЦИЈЕ ЗАПОСЛЕНИХ С ОРГАНИЗАЦИЈОМ НА МОТИВАЦИЈУ
THE IMPACT OF INTERNAL COMMUNICATION AND EMPLOYEES’ IDENTIFICATION WITH THE ORGANIZATION ON MOTIVATION

Summary/Abstract: Motivation can have a great impact on the improvement of employees and the organizational performance. Therefore, it is important to examine which factors contribute to the employees’ motivation. Previous researches in the field of organizational behavior rarely examined in which way communication affects employees’ motivation. Relying on previous empirical research, social identity theory and self-categorization theory, a model of the impact of internal communication on the employees’ motivation through their identification with the organization was formulated. The model assumes that there is a direct and positive impact of internal communication on employees’ identification with the organization, as well as the direct and positive impact of internal communication on employees’ motivation. Additionally, it assumes indirect effect of the internal communication on the employees’ motivation through their identification. Communication was observed through upward and downward communication (information) flows, and through superiors’ communication with the emphasis on listening, which all reflect the communication climate. Identification was observed through the identification of the employees with goals, mission and vision, and the culture of the organization. The level of motivation was measured as the level in which employees feel more secure, the level in which they feel that they belong to the organization, and the level of their self-confirmation. The model was tested on a sample of 144 employees in three different organizations operating in the territory of Belgrade (Republic of Serbia). The observed organizations were medium-sized firms that are operating in the field of banking, trade, and higher education. The data were collected through on-line survey. The survey was conducted in the last quarter of 2018. The statistical method used was structural equation modeling through partial squares (PLS-SEM). The results of the conducted research revealed a positive and statistically significant relationship between internal communication and the level of employees’ identification with the organization. It was also confirmed that the employees’ identification with the organization directly and positively influences the employees’ motivation. In addition, the results indicate that internal communication contributes to better employees’ motivation, and it was found that one part of this impact is accomplished directly, while the other part is accomplished indirectly, through the increase of the employees’ identification with the organization. Based on the results, recommendations to managers are proposed, as well as the guidelines for future research.

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