"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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  AGILE PROJECT MANAGEMENT IN PUBLIC SECTOR ORGANIZATIONS

  One of the latest approaches to improve the operations of business organizations is the Agile Project Management. It emerged in the software industry in 2001, but gradually entered other, non-software industries. However, the transfer of the approach to the public sector requires a specific transformation of the Agile methodology, insofar as the ... One of the latest approaches to improve the operations of business organizations is the Agile Project Management. It emerged in the software industry in 2001, but gradually entered other, non-software industries. However, the transfer of the approach to the public sector requires a specific transformation of the Agile methodology, insofar as the two sectors are radically different. The purpose of this study is to present a methodology for agile project management in the public sector in Bulgaria and to define the conditions and barriers for its effective implementation in public sector organizations. The tasks of the research are the following: 1) scientific literature research and critical analysis related to the object of the study; 2) developing a methodology for agile project management in the public sector; 3) approbation of the methodology and definition of the conditions for its implementation. The thesis of the research states that agile project management methodology can be adapted and integrated into public sector practice, although further efforts are needed to create organizational sensitivity to implement this approach. As a result of the study, a methodology for agile project management in the public sector in Bulgaria has been developed, which includes basic principles, specific roles and preconditions. Three stages of the methodology are formed, each with steps and iterations that are visualized through a process map. The conditions and barriers to the implementation of the methodology in public sector organizations are outlined.

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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.