"Scientific research" Almanac

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  MEASURING CONSUMER SATISFACTION WITH THE OMNI-CHANNEL EXPERIENCE

  Most consumer brands today are available in both physical and online stores, and marketing specialists are constantly seeking new ways to contact and engage their customers. More and more companies are trying to adapt to the digital world and create multiple channels to satisfy consumers' requirements for an optimal buying experience. These ... Most consumer brands today are available in both physical and online stores, and marketing specialists are constantly seeking new ways to contact and engage their customers. More and more companies are trying to adapt to the digital world and create multiple channels to satisfy consumers' requirements for an optimal buying experience. These channels include physical stores, websites, mobile apps, social media and more. The present study presents the results of an empirical study aimed at offering measurement models of consumer satisfaction with and expectation of the omni-channel customer experience. The study has also sought an answer to the question: how much the expectations of the different aspects of omni-channel experience affect the degree of customer satisfaction. The research tasks can be summarized as follows: (1) analysis of scientific literature in the field of omni-channel marketing, customer experience and satisfaction in an omni-channel setting; (2) collection and analysis of data about customer’s expectations and satisfaction with their experience in an omni-channel buying environment, as well as validation of their measurement models and a structural model of their relationship. The partial least squares method has been used in order to test the measurement and structural models. It has been found that customers are satisfied with their omni-channel experience if companies: offer them relevant offers, synchronize their promotions across channels, offer the "Click & Collect" option, integrate data on user devices and enhance the return options for products purchased through different channels. The results also show that only the expectations for integrating data from different devices used by consumers to contact the brand have a small effect on the level of consumer satisfaction

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  MEASURING POVERTY IN BULGARIA: STATISTICAL ASPECTS

  Fighting poverty and social exclusion is among the biggest issues of modern social development and a priority of the social policy at both national and European level. The main goal of this paper is to explore the statistical dimensions of poverty in Bulgaria via theoretical justification and empirical analysis of the level, dynamics and ... Fighting poverty and social exclusion is among the biggest issues of modern social development and a priority of the social policy at both national and European level. The main goal of this paper is to explore the statistical dimensions of poverty in Bulgaria via theoretical justification and empirical analysis of the level, dynamics and determining factors of poverty for the period 2008–2017. The research thesis of the study is that the Gini coefficient and the multiple binary logistic regression models are appropriate analytical tools for analyzing the relationships and identifying the part of the population that is at risk of poverty and social exclusion. In this paper, we present the conceptual basis of poverty as a subject of the statistical analysis. We clarify the organizational and methodological aspects of the data provision. We have performed empirical analysis of the dynamics and factor relationships of poverty in Bulgaria on the basis of the statistical information, obtained from NSI and Eurostat. We have developed multiple regression models and estimated the socio-demographic conditions of poverty. The main results of the study can be summarized in several areas. The application of the statistical approach is a necessity for identifying the level and the factor relationships of poverty. The quantitative measure of poverty is based on comprehensive statistical information that is collected in accordance with the Eurostat methodology and adapted at a national level by the NSI. The dynamics of the Gini coefficient reveals that income inequality of the population is rising. The multiple logistic regression model states that the impact of the variables “gender”, “age” and “region” are statistically significant. The derived probabilities and odds ratios can be used in developing policies for poverty reduction.

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  BENEFITS FOR TOURISM ENTERPRISES FROM THEIR ISO 9001 CERTIFICATION

  Globalization and free movement of goods and services put new opportunities for Bulgarian businesses to achieve a competitive advantage based on quality. The study of this problem in the economic practice is especially relevant, considering the predominance of the service sector in the national economy and the complexity of maintaining a ... Globalization and free movement of goods and services put new opportunities for Bulgarian businesses to achieve a competitive advantage based on quality. The study of this problem in the economic practice is especially relevant, considering the predominance of the service sector in the national economy and the complexity of maintaining a consistent quality of services. The main objective of the present study is to highlight the key benefits of the business standard and the relative advantages it can bring to tourism businesses, based on a retrospective and situational analysis of ISO 9001 certification. In order to achieve this goal, the following research tasks are solved: study of the distribution of ISO 9001 standard by economic sectors; analysis of the benefits from introduction of the standard for Bulgarian enterprises; presentation of the main tools for ensuring the quality of tourist services; exploiting the potential benefits of ISO 9001 certification for tourism business. The results of the study show that ISO 9001 is the most common among ISO certification standards; it is a clearly recognizable sign of quality among businesses; it is adapted for every business; brings real benefits to organizations; can be applied in the tourism business. The results obtained from the study prove the author's thesis that certification under the most common international standard provides a number of business benefits that can also be used in the tourism business.