"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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  TERRITORIAL DIVISION OF BULGARIA - PROBLEMS AND PERSPECTIVES

  The new territorial division is one of the hottest topics in the country's regional policy. It is not accidental that they call it Pandora's box because regional and local authorities have issues related to Cohesion Policy instruments and their regional impact, which is difficult to be objectively assessed. The objective of the study is to ... The new territorial division is one of the hottest topics in the country's regional policy. It is not accidental that they call it Pandora's box because regional and local authorities have issues related to Cohesion Policy instruments and their regional impact, which is difficult to be objectively assessed. The objective of the study is to analyze the strengths and weaknesses of the different scenarios for a new territorial division of the country, to identify those that are most appropriate to the purposes of sustainable and balanced development and to formulate target-oriented development policies.The research thesis is that decisions for territorial division should be based on in-depth research with appropriate scientific tools, the results of which are considered to be objective criteria when defining the boundaries of territorial units. The tasks of the survey are: study of the legal framework of the territorial division in the EU and in the country; GAP analysis of existing territorial zoning, incl. asymmetries between existing planning regions; comparative analysis of options for a new territorial division; developing targeted development policies for the regions. All scheduled tasks are met. Five scenarios have been analyzed and a variant for territorial division is presented, which corresponds to the legislative framework and specifics in the country despite some weaknesses. Among the most important conclusions is the need to reach a political consensus on the balanced sustainable development of the country, which should be considered a medium and long-term priority objective.