"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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  IMPACT OF CONSUMER PROMOTIONS ON CUSTOMER-BASED BRAND EQUITY

  The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect ... The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect on brand equity as a top intangible asset, underlie the motivation of the current research. The present work aims to confirm the research thesis that consumer promotions can generate both positive and negative effects on customer-based brand equity depending on their type and frequency. The negative effects of monetary promotions, the positive effects of non-monetary promotions and promotions frequency on perceived quality and brand loyalty are estimated by structural equation modelling and finite mixture approach. The segmentation analysis provides estimates of the effects according to the degree of brand loyalty. According to the results, monetary promotions are more appropriate for the non-loyal segment, while non-monetary promotions are more appropriate for the loyal segment.

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  LEADERSHIP DEVELOPMENT TOWARDS THE ACHIEVEMENT OF THE OBJECTIVES FOR SUSTAINABLE DEVELOPMENT PURPOSES

  Sustainable development and production, economic growth, employment, infrastructure, sustainable management of natural resources, climate changes, etc., are all issues that require solutions and actions which can be achieved under the management of responsible young leaders. The objective of the project is to examine the possibilities for ... Sustainable development and production, economic growth, employment, infrastructure, sustainable management of natural resources, climate changes, etc., are all issues that require solutions and actions which can be achieved under the management of responsible young leaders. The objective of the project is to examine the possibilities for developing leadership skills in the achievement of the seventeen Objectives for sustainable development and providing opportunities for: their application in Bulgaria; the improvement of learning content; developing knowledge and skills for leadership and socially responsible management of young people. The tasks are related mostly to a comparative analysis of international and national initiatives, strategic documents, curricula, and good practices for the preparation of leaders who take responsibility for the future, and the formulation of recommendations to the stakeholders for the good world practices that we apply in order to implement them in curricula corresponding to the knowledge required for the preparation of responsible leaders for the realization of the Objectives. The subject of research of this project is the presence/absence of leaders for achieving the Objectives for sustainable development as a result of the training in the fields of Economics and Administration and Management, in the conditions of increasing economic, social, environmental and managerial challenges faced by education and business. The scope of the research is models for preparation of leaders, including knowledge, skills and competences for achieving the Objectives for sustainable development. The leading thesis is that responsible young leaders are a key factor for the achievement of the Objectives for sustainable development horizon 2030. The main conclusions of the research are that the preparation of leaders favours the achievement of the Objectives for sustainable development. The results of the research show that well-prepared and trained leaders are a major factor for the achievement of the goals.