"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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  EFFECTS OF EU ENVIROMENTAL REGULATIONS ON THE INTERNATIONAL COMPETITIVENESS OF BULGARIA’S CHEMICAL INDUSTRY ENTERPRISES

  The actuality of the study stems from the presence of a limited number of in-depth studies focusing on the effects of the regulations on the international competitiveness of the companies in chemical industry. The aim of this study is to analyze the effects of European policy in the field of environmental protection on the international ... The actuality of the study stems from the presence of a limited number of in-depth studies focusing on the effects of the regulations on the international competitiveness of the companies in chemical industry. The aim of this study is to analyze the effects of European policy in the field of environmental protection on the international competitiveness of chemical enterprises in Bulgaria. In order to achieve this goal, the following tasks have been outlined: 1. A theoretical study of the European Union's policy on environmental protection; 2. A theoretical study of the literature covering the impact of environmental regulations on the international competitiveness of companies; 3. Developing an online survey and popularizing the results of the survey; 4. Conducting a survey among the chemical companies in Bulgaria. The main research thesis can be defined as follows: compliance with the three types of regulations, which are examined in this article in the field of environmental protection of the European Union, has a negative impact on the economic development of chemical enterprises in terms of their revenues, costs and international competitiveness. The main conclusion of this study confirms the research thesis that the European Union's regulations have a negative impact on firms in terms of their costs and international competitiveness.

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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.