"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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  INTERESTS AND BEHAVIOUR – MANAGERIAL ASPECTS

  Managing employees’ behaviour is a challenge that every leader has to face and is closely related to managing their interests. Changing human behaviour is a gradual process because behavioural change is the most difficult and slowest to achieve, and the outcome is expected in the long run. The main objective of this research is to study the ... Managing employees’ behaviour is a challenge that every leader has to face and is closely related to managing their interests. Changing human behaviour is a gradual process because behavioural change is the most difficult and slowest to achieve, and the outcome is expected in the long run. The main objective of this research is to study the theoretical and empirical aspects of the categories of “interests” and “behaviour” in terms of their functional and rational integration in the management process. The research thesis is based on the assumption that interests and behaviour are interrelated and interactive in the management process. To prove the thesis, the authors have set the following tasks: • to review and analyse the relationship between “interests” and “behaviour” in the field of management; • to present theoretical grounds for the impact of interests on behaviour; • to conduct an empirical survey for verification of the thesis; • to summarize and systematize the scientific and empirical results and outline the contributing points. The conducted research confirms the research thesis, outlining the scientific and applied results of the research as follows: a generalized, systematized and analysed conceptual apparatus, which enriches the scientific theory in the field of management and administration; opportunities for influence and interaction between interests and behaviour are presented; techniques and mechanisms ensuring the sustainable management of the organization are explored. Recommendations and proposals for balanced and sustainable development of internal organizational relations are presented.