| Abstract [eng] |
The paper presents the analysis of various sources, related to the application of motivational tools in internal marketing after the example of SEB bank. Under the changing conditions of market structures, the bankers perceive that employee loyalty and productivity is as essential as having loyal customers. Therefore, Lithuanian bankers invest their time and effort in creating motivational measures with the application of international marketing concept. According to TNS Gallup, the Lithuanian employees; attachment to a company is one of the lowest in Europe. Most often Lithuanian employers apply monetary motivational measures, over-valuating the significance of financial motivation in the workplace. This scientific and practical problem is becoming more and more urgent in the Lithuanian banking sector, catching up with the rest of the services sector, where motivational measures’ market is of paramount importance. The aim of the paper is an examination of the assumption of the theoretical motivation, to group and adapt measures in the banking sector, based on SEB bank example. |
