"Scientific research" Almanac

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  TRAINING IN THE DOCTORAL PROGRAM "ACCOUNTING, CONTROL AND ANALYSIS OF BUSINESS (ACCOUNTING)" AT D. A. TSENOV ACADEMY OF ECONOMICS – PROBLEMS AND PROSPECTS

  Achieving an economic and social standard of society is related to the need for highly qualified scientists and specialists. Policies and activities in the field of education and science are a guarantee for such achievement. Higher schools face the problem of developing and continuously improving doctoral education, incl. education in the field of ... Achieving an economic and social standard of society is related to the need for highly qualified scientists and specialists. Policies and activities in the field of education and science are a guarantee for such achievement. Higher schools face the problem of developing and continuously improving doctoral education, incl. education in the field of accounting. The purpose of the research is to outline the existing problems and directions for the development of the doctoral program "Accounting, control and analysis of business activities (accounting)" at D. A. Tsenov Academy of Economics, based on theoretical and empirical study of training in this programme in the context of the European priorities. The main research thesis is that training at D. A. Tsenov Academy of Economics in a doctoral degree in the field of accounting requires integrated management of all aspects of its regulation, organization and practical implementation, which will contribute to increase the competitiveness of the doctoral programme and its position as a leader in the educational market in the country and abroad. By examining the regulatory and strategic documents in the country and within the EU in the field of education at Doctoral level of tertiary education and by outlining the characteristics of the doctoral programme under study, as well as by applying a survey method to study the motivation and satisfaction of those interested in the programme, the state and prospects for its development and opportunities for increasing its competitiveness have been outlined.

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  IMPACT OF DIGITAL MARKETING CHANNELS ON CUSTOMER LOYALTY IN THE BANKING SECTOR

  Globally, digital sales in the personal banking sector are increasing, as well as the investment of banking institutions in digitalization. Being inspired by these trends, the objective of this study, set by the authors, is to explore the potential of digital marketing channels to influence customer loyalty in the banking sector, creating ... Globally, digital sales in the personal banking sector are increasing, as well as the investment of banking institutions in digitalization. Being inspired by these trends, the objective of this study, set by the authors, is to explore the potential of digital marketing channels to influence customer loyalty in the banking sector, creating additional benefits for the customer. It is argued that the use of digital marketing channels in retail banking can have a positive effect on customer loyalty. Three main benefits of using digital marketing channels in the banking sector have been outlined - saving money, saving time and convenience in managing banking products. These benefits are included in a conceptual model that implies direct influence of perceived benefits from digital banking to customer loyalty, as well as indirect effect through customer satisfaction. The validity of the model is tested by using a structural equation modelling method and non-parametric procedures are applied for parameter estimation. It has been found that the perceived benefits of using digital innovations in banks' marketing channels have an indirect effect on customer loyalty by influencing customer satisfaction. Satisfaction with the use of digital channels, in turn, promotes loyal customer behaviour. The verified model is valid both for clients using the services of only one bank and for clients of more than one bank.

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  CURRENT TENDENCIES IN E-COMMERCE APPLICATION DEVELOPMENT

  In today’s competitive and dynamic business environment, companies need to transform their business in order to survive. There has been a steady trend for companies to engage in e-commerce and business based on online technologies, since it has become clear that unless they do so, they will drop out of the market. Although their presence on the ... In today’s competitive and dynamic business environment, companies need to transform their business in order to survive. There has been a steady trend for companies to engage in e-commerce and business based on online technologies, since it has become clear that unless they do so, they will drop out of the market. Although their presence on the internet offers new channels for the distribution of goods and services, it also poses a number of risks which companies need to be aware of so that they could analyse and adequately manage them. The aim of this study is to present the opportunities provided by different technological solutions for developing e-commerce applications. Those solutions, like any new technology, are viewed from different standpoints and provoke different reactions and assessments. It is therefore necessary to present their specific characteristics, as well as the impact of their implementation. The main thesis of the research is that business transformation requires the development of e-commerce apps with maximum efficiency according to the resources, which companies have at their disposal. The findings of the study indicate that teams engaged in the digitalisation of a business must be aware of current trends in developing e-commerce apps and the ability of a company to adjust to them. Hence, there are two major issues to be resolved in terms of digital transformation: first, designing and running the right online store (e-commerce website) and second, choosing the best approaches to accomplish that.