MODEL UPRAVLJANJA INTELEKTUALNIM KAPITALOM U FUNKCIJI UNAPREĐENJA IMIDŽA GRADSKOG KOMUNALNOG DRUŠTVA KD AUTOTROLEJ D.O.O. RIJEKA

• Main Author: Babić, Mirjana
• Format: Article in Journal/Newspaper
• Language: Croatian; English
• Published: University College of Economics, Entrepreneurship and Manage¬ment Nikola Subic Zrinski 2015
• Subjects: intelektualni kapital; korporativni imidž; gradska komunalna društva; Intellectual capital; Corporate image; Municipal utility companies; Jama; sami
• Online Access: http://hrcak.srce.hr/144506; http://hrcak.srce.hr/file/213151; http://hrcak.srce.hr/file/213152

Primarni cilj komunalnih društava jest da služe lokalnim vlastima, poduzećima, instituci¬jama i građanima uz maksimum društvene koristi. Stoga se ona moraju vladati kao da su i sami poduzetnici te uvećati napore za podizanje razine kvalitete usluga i unapređenje korporativnog imidža. Iznimno važnu ulogu u oblikovanju i unapređenju imidža komunal¬nih društava ima intelektualni kapital. Naime, ni jedno komunalno poduzeće ne može iz¬graditi jak korporativni imidž bez kvalitetnog i efikasnog intelektualnog kapitala. Stoga, svako komunalno poduzeće koje želi unaprijediti svoj korporativni imidž mora upravlja¬ti svojim intelektualnim kapitalom. Problem je što rijetko koje komunalno društvo prati reputaciju svog imidža i ulaže napore u njegovo poboljšanje, a još rjeđa su komunalna društva koja prate kretanje svog intelektualnog kapitala i njegov utjecaj na korporativni imidž. S tim u vezi, temeljna svrha ovog rada jest istražiti vrijednost korporativnog imidža i intelektualnog kapitala Komunalnog društva Autotrolej d.o.o. Rijeka, njihov međusobni odnos, vrijednost pojedinih elemenata intelektualnog kapitala te oblikovati model uprav¬ljanja intelektualnim kapitalom kako bi se unaprijedio imidž tog komunalnog društva. Da bi se to postiglo korišteno je više znanstvenih metoda, uključujući: metodu analize i sinteze, metodu komparacije, deskriptivnu statistiku i korelacijsku analizu. Istraživanje je provedeno na uzorku od 420 odraslih ispitanika. Prema mišljenju većine ispitanika (67%) KD Autotrolej ima osrednji imidž, prosječna ocjena eksternog imidža je 2,89. Prosječna ocjena intelektualnog kapitala je 2,71. Općenito, najslabije karike intelektualnog kapitala su: istraživanje tržišta i tržišne komunikacije, kriteriji za zapošljavanje, sustav profesionalne edukacije, organizacijska struktura, poticanje stvaranje vrijednosti, informacijski i komu¬nikacijski sustav, sustav nagrađivanja i napredovanja, odnos sa klijentima, zadovoljstvo poslom, vodstvo i motivacija. The primary goal of utility companies is to serve local authorities, enterprises, instituti¬ons and citizens with the maximum social benefit. Therefore, they must behave as they are entrepreneurs themselves and increase efforts to raise the quality of services and im¬prove their corporate image. An extremely important role in shaping and improving the corporate image has the intellectual capital of utility company. Namely, the utility com¬pany without quality and efficiency of intellectual capital cannot build a strong corporate image. Therefore any utility company that wants to improve its corporate image must incorporate the intellectual capital management in its business practices. But the problem is that hardly any utility company monitors its image reputation and inputs efforts on its improvement, and even rarer are utility companies that follow the movement of its in¬tellectual capital and its impact on corporate image. Consequently, the task of this paper is to explore the value of corporate image and intellectual capital of the utility company KD Autotrolej d.o.o. Rijeka, their mutual relationship, the value of certain elements of in¬tellectual capital and to form a model of managing intellectual capital in order to improve the image of the utility company. To achieve this more scientific methods were used: met¬hod of analysis and synthesis, comparative methods, descriptive statistics and correlation analysis. The study was conducted on a sample of 420 adult respondents. In the opinion of the majority of respondents (67%) KD Autotrolej has a mediocre image, average (mean) of external image was 2.89. The average score of intellectual capital is 2.71. Generally, the weakest links of the intellectual capital are: market research and market communication, criteria for employment, professional training system, organizational structure, encoura¬ging the creation of value, information and communication systems, system of reward and progression, relationship with clients, job satisfaction, leadership, motivation, organi¬zational culture and climate, creativity and PR. Correlation analysis showed a statistically significant and medium correlation between intellectual capital and general image of KD Autotrolej Rijeka (Pearson’s correlation coefficient r=0,758). Based on these findings and research results, the ICCI (Intellectual Capital-Based Corporate Image) model of managing intellectual capital in order to improve the image of municipal utility company KD Autotro¬lej Rijeka is proposed. By applying the proposed model of managing intellectual capital, KD Autotrolej would increase customer satisfaction and improve its corporate image.