"Scientific research" Almanac

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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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  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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  EVALUATION OF CONVERGENCE IN SOCIAL PROTECTION EXPENDITURE IN THE EUROPEAN UNION

  The purpose of this paper is to evaluate the degree of convergence across the EU Member States in social protection expenditure for the period 2008-2016 by using statistical and econometric approaches for measuring convergence. This is achieved by accomplishing several tasks: presentation of theoretical concepts and statistical and econometric ... The purpose of this paper is to evaluate the degree of convergence across the EU Member States in social protection expenditure for the period 2008-2016 by using statistical and econometric approaches for measuring convergence. This is achieved by accomplishing several tasks: presentation of theoretical concepts and statistical and econometric approaches for convergence evaluation; exploring the convergence process through the club convergence approach; exploring the convergence process through the beta-convergence approach across European Union Member States as a whole, and between countries in individual convergence clubs; analysis of the impact of structural variables on social protection expenditure and the cohesion process. The thesis defended by the author is that by using the applied approaches for the study of the club convergence and beta-convergence, an adequate evaluation of the degree of convergence of the EU Member States is achieved. This makes it possible to establish the rate of convergence to the general equilibrium both within the European Union and within separate convergence clubs. As a result of the study of club convergence, convergence clubs, clubs in a process of transitional divergence, as well as countries that are not involved in that process are identified. The study of beta-convergence shows a process of reducing disparities in convergence clubs and the European Union as a whole. The findings of the study indicate that the additional variables in the models of conditional beta-convergence have a significant impact on the increase in the social protection expenditure and the cohesion process. EU countries converge at a faster pace into the general equilibrium level of social protection expenditure when it is presented as a percentage of Gross Domestic Product.