The dynamic development of e-commerce is driven by the rapid expansion of Internet access and the increasing use of portable devices, such as smartphones, tablets, etc. Ecommerce dominates the B2C market, where products are ordered by individual customers and sold by a company. One-time purchases are often made, loyalty is relatively low, while customer expectations are constantly growing. The research was conducted with the aim of analyzing the impact of logistical value and the moderating effect of digital literacy on consumer satisfaction in the digital environment in the Republic of Serbia. The paper presents 6 hypotheses. Observing the importance of relations between all constructs, it was found that logistics value with an emphasis on delivery monitoring and convenient place of delivery is important when it comes to customer satisfaction in the digital environment. Moderating the effects of digital literacy on customer satisfaction in the digital environment have not been confirmed. At the very end of the paper, implications for the economy are given, as well as recommendations for further research.
{"title":"The influence of logistics value on consumer satisfaction in the context of digital literacy","authors":"Sara Kostić","doi":"10.5937/mkng2204264k","DOIUrl":"https://doi.org/10.5937/mkng2204264k","url":null,"abstract":"The dynamic development of e-commerce is driven by the rapid expansion of Internet access and the increasing use of portable devices, such as smartphones, tablets, etc. Ecommerce dominates the B2C market, where products are ordered by individual customers and sold by a company. One-time purchases are often made, loyalty is relatively low, while customer expectations are constantly growing. The research was conducted with the aim of analyzing the impact of logistical value and the moderating effect of digital literacy on consumer satisfaction in the digital environment in the Republic of Serbia. The paper presents 6 hypotheses. Observing the importance of relations between all constructs, it was found that logistics value with an emphasis on delivery monitoring and convenient place of delivery is important when it comes to customer satisfaction in the digital environment. Moderating the effects of digital literacy on customer satisfaction in the digital environment have not been confirmed. At the very end of the paper, implications for the economy are given, as well as recommendations for further research.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"165 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86061025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although publications on the economic impact of the COVID-19 pandemic are widely available, papers on the economic impact of the COVID-19 pandemic on commercial firms, particularly marketing firms, are scarce. The aim of this exploratory study is to examine the impact of COVID-19 on the marketing industry in Serbia. Based on the variables generated from critical topics on marketing and the pandemic from the papers presented in the Literature Review section, we created a seven-pointLikert-type research scale entitled "Pandemic Impact on Marketing". The sample (n = 157) in the quantitative survey we conducted in November and December 2021 was intentional and predetermined. After confirming the sample was normally distributed, we conducted a reliability study of our 14-item scale. The calculated Cronbach's Alpha was 0.791. Since the Kaiser-Meyer-Olkin measure of sampling adequacy was 0.776 and the Bartlett'stest of sphericity was Sig = 0.000, we further reduced our scale and yielded two interpretable components, Internal Success Factors, and External Success Factors. Finally, we conducted a series of parametric tests. The assessment of marketing experts from our sample on how successfully they coped with the pandemic was above average. They gave the over all success of their activities during the pandemic a rating of 5.01 out of 7. The marketing industry of Serbia has successfully dealt with the risks posed by the coronavirus pandemic.
{"title":"Measuring the impact of the COVID-19 pandemic on the marketing industry of Serbia","authors":"Slobodan Adžić, Stefan Ivanović","doi":"10.5937/mkng2201051a","DOIUrl":"https://doi.org/10.5937/mkng2201051a","url":null,"abstract":"Although publications on the economic impact of the COVID-19 pandemic are widely available, papers on the economic impact of the COVID-19 pandemic on commercial firms, particularly marketing firms, are scarce. The aim of this exploratory study is to examine the impact of COVID-19 on the marketing industry in Serbia. Based on the variables generated from critical topics on marketing and the pandemic from the papers presented in the Literature Review section, we created a seven-pointLikert-type research scale entitled \"Pandemic Impact on Marketing\". The sample (n = 157) in the quantitative survey we conducted in November and December 2021 was intentional and predetermined. After confirming the sample was normally distributed, we conducted a reliability study of our 14-item scale. The calculated Cronbach's Alpha was 0.791. Since the Kaiser-Meyer-Olkin measure of sampling adequacy was 0.776 and the Bartlett'stest of sphericity was Sig = 0.000, we further reduced our scale and yielded two interpretable components, Internal Success Factors, and External Success Factors. Finally, we conducted a series of parametric tests. The assessment of marketing experts from our sample on how successfully they coped with the pandemic was above average. They gave the over all success of their activities during the pandemic a rating of 5.01 out of 7. The marketing industry of Serbia has successfully dealt with the risks posed by the coronavirus pandemic.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91392993","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the era of digitalization, boosted by Covid-19 pandemic, there is a constant need to measure the success of digital education, compare and reappraise its positive and negative outcomes, which are mainly dependent on the technical conditions available, as well as on the extent to which the previous knowledge of teachers has been adapted to practical and technical challenges. The aim of this paper is to present an analysis of the advantages and disadvantages of digitized education as perceived by students in a qualitative survey, conducted in 2021/22. The starting point were two hypotheses related to positive aspects and two hypotheses related to negative aspects of online learning. An in-depth interview was conducted among 20 high school and 20 university students. By analyzing the results obtained, and juxtaposing them with the data taken from a quantitative survey administered prior to the qualitative one, in 2020/21, it is possible to compare the changes that took place and gain a better insight into the entire process, which has undergone certain improvements, but which also leaves room for further enhancement, particularly in terms of students' and teachers' motivation to actively engage and interact. This would help students overcome their distrust of online education.
{"title":"Do we talk to a wall or pass on knowledge to students: The advantages and disadvantages of online learning","authors":"Kristina Bojić, Ivana Brdar, Marija Nešić","doi":"10.5937/mkng2204284b","DOIUrl":"https://doi.org/10.5937/mkng2204284b","url":null,"abstract":"In the era of digitalization, boosted by Covid-19 pandemic, there is a constant need to measure the success of digital education, compare and reappraise its positive and negative outcomes, which are mainly dependent on the technical conditions available, as well as on the extent to which the previous knowledge of teachers has been adapted to practical and technical challenges. The aim of this paper is to present an analysis of the advantages and disadvantages of digitized education as perceived by students in a qualitative survey, conducted in 2021/22. The starting point were two hypotheses related to positive aspects and two hypotheses related to negative aspects of online learning. An in-depth interview was conducted among 20 high school and 20 university students. By analyzing the results obtained, and juxtaposing them with the data taken from a quantitative survey administered prior to the qualitative one, in 2020/21, it is possible to compare the changes that took place and gain a better insight into the entire process, which has undergone certain improvements, but which also leaves room for further enhancement, particularly in terms of students' and teachers' motivation to actively engage and interact. This would help students overcome their distrust of online education.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83010163","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Every generation of people has needs, incentives, desires, intentions, attitudes and values that make it distinguishable, specific and unique. Generation Z is entering the labour market and beginning its search for an ideal employer in order to obtain outstanding experience and optimal employee value proposition. Members of Generation Z have specific traits and characteristics that set them apart from other generations. In order to build a brand as a successful and desirable employer in digital economy, one should take into account these specific traits and characteristics in order to attract and retain members of Generation Z in the long term. This paper points out the key factors of employer branding and employee value proposition that influence Generation Z's decision-making regarding employment. The results of an empirical research, which included 339 members of Generation Z from the Republic of Serbia, indicated the following three key factors that influence their choice of an employer: the opportunity for career advancement, a pleasant and interesting work environment, and the opportunity for personal development (acquiring new knowledge and skills). The conducted research provides important information on the basis of which employers can better conceptualize value proposition for members of Generation Z and establish their branding of a desired employer.
{"title":"Employer branding and employee value proposition for Generation Z in digital economy","authors":"Jelena Lukić-Nikolić, S. Lazarević","doi":"10.5937/mkng2203203l","DOIUrl":"https://doi.org/10.5937/mkng2203203l","url":null,"abstract":"Every generation of people has needs, incentives, desires, intentions, attitudes and values that make it distinguishable, specific and unique. Generation Z is entering the labour market and beginning its search for an ideal employer in order to obtain outstanding experience and optimal employee value proposition. Members of Generation Z have specific traits and characteristics that set them apart from other generations. In order to build a brand as a successful and desirable employer in digital economy, one should take into account these specific traits and characteristics in order to attract and retain members of Generation Z in the long term. This paper points out the key factors of employer branding and employee value proposition that influence Generation Z's decision-making regarding employment. The results of an empirical research, which included 339 members of Generation Z from the Republic of Serbia, indicated the following three key factors that influence their choice of an employer: the opportunity for career advancement, a pleasant and interesting work environment, and the opportunity for personal development (acquiring new knowledge and skills). The conducted research provides important information on the basis of which employers can better conceptualize value proposition for members of Generation Z and establish their branding of a desired employer.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"23 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91130534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
T. Vujić, M. Vujić, M. Zrnić, T. Gajić, Dragan Vukolić
The quality of service is an ongoing problem of research in the world in all service sectors and dictates potential expectations among guests and their satisfaction. Pursuant to the problem and theoretical setting of similar research, the authors identified the quality factors of hotel service in Divčibare, to determine their impact on guest satisfaction. Methods used in research are descriptive and regressive analysis. The authors used a modified questionnaire from the author of Akbab (2006), for the international community. The survey was conducted during 2022, with a total sample of 442 respondents. The study showed that the material component of the hotel service has a positive impact on the loyalty of visitors to the hotel building, in relation to the intangible component. In addition, by observing the behaviour of guests, it is possible to respond to their demands and needs which are a major factor in creating loyalty.
{"title":"Selected quality factors in the function of creating guests' satisfaction","authors":"T. Vujić, M. Vujić, M. Zrnić, T. Gajić, Dragan Vukolić","doi":"10.5937/mkng2204276v","DOIUrl":"https://doi.org/10.5937/mkng2204276v","url":null,"abstract":"The quality of service is an ongoing problem of research in the world in all service sectors and dictates potential expectations among guests and their satisfaction. Pursuant to the problem and theoretical setting of similar research, the authors identified the quality factors of hotel service in Divčibare, to determine their impact on guest satisfaction. Methods used in research are descriptive and regressive analysis. The authors used a modified questionnaire from the author of Akbab (2006), for the international community. The survey was conducted during 2022, with a total sample of 442 respondents. The study showed that the material component of the hotel service has a positive impact on the loyalty of visitors to the hotel building, in relation to the intangible component. In addition, by observing the behaviour of guests, it is possible to respond to their demands and needs which are a major factor in creating loyalty.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"23 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82963627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"TOO HARD TO MEASURE! MEASUREMENT OF SOCIAL MEDIA ACTIVITIES. AN OBJECTIVE-BASED PROCESS","authors":"Christopher Zerres","doi":"10.52846/mnmk.19.2.04","DOIUrl":"https://doi.org/10.52846/mnmk.19.2.04","url":null,"abstract":"","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43718715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Elena Cristina Cernătescu, M. Nicolescu, M. Cazacu, Andra-Nicoleta Ploscaru, Simona Dumitriu
: Training and personal development programs (TPDPs) positively impact the employees’ skills and knowledge, impelling the organizational performance. Thus, TPDPs are responsible for improving overall performance, productivity, and profitability. In this paper, we approach relationships among training, employees' performance, satisfaction, and turnover within private and public organizations in Romania from an empirical point of view. We used structural equation modeling (SEM) to determine the relationships among research variables, obtained by applying a questionnaire to employees of organizations that have conducted TPDPs. The research results show a positive influence of TPDPs on employee performance and satisfaction and a negative influence on employees' turnover rate.
{"title":"RELATIONSHIPS AMONG TRAINING, EMPLOYEES' PERFORMANCE, SATISFACTION, AND TURNOVER","authors":"Elena Cristina Cernătescu, M. Nicolescu, M. Cazacu, Andra-Nicoleta Ploscaru, Simona Dumitriu","doi":"10.52846/mnmk.19.2.03","DOIUrl":"https://doi.org/10.52846/mnmk.19.2.03","url":null,"abstract":": Training and personal development programs (TPDPs) positively impact the employees’ skills and knowledge, impelling the organizational performance. Thus, TPDPs are responsible for improving overall performance, productivity, and profitability. In this paper, we approach relationships among training, employees' performance, satisfaction, and turnover within private and public organizations in Romania from an empirical point of view. We used structural equation modeling (SEM) to determine the relationships among research variables, obtained by applying a questionnaire to employees of organizations that have conducted TPDPs. The research results show a positive influence of TPDPs on employee performance and satisfaction and a negative influence on employees' turnover rate.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46643517","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"PERCEPTIONS OF THE FACTORS THAT INFLUENCE THE LABOUR PRODUCTIVITY OF PROCUREMENT EMPLOYEES IN E-COMMERCE COMPANIES UNDER TELEWORK CONDITIONS","authors":"Ovidiu Bunea","doi":"10.52846/mnmk.19.2.02","DOIUrl":"https://doi.org/10.52846/mnmk.19.2.02","url":null,"abstract":"","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43085216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
: This paper presents, among other aspects, features related to tourist resources in Sălaj County, a county that, although it has some problems related to human resources due to emigration, being rich in natural beauty has a remarkable tourist potential for different types of sustainable tourism. Also, an extremely relevant analysis is performed, such as the one referring to the situation of the tourist offer, materialized in structures of tourist reception, arrivals and overnight staying, for the period 2015-2020. Following the analysis, certain recommendations are stated to improve the tourism management of the region.
{"title":"EVOLUTIONS, TRENDS AND OPTIONS REGARDING THE TOURISM ACTIVITY IN THE COVID-19 PANDEMIC CONTEXT. CASE STUDY: SĂLAJ COUNTY","authors":"Flaviu Doru Neaga","doi":"10.52846/mnmk.19.2.06","DOIUrl":"https://doi.org/10.52846/mnmk.19.2.06","url":null,"abstract":": This paper presents, among other aspects, features related to tourist resources in Sălaj County, a county that, although it has some problems related to human resources due to emigration, being rich in natural beauty has a remarkable tourist potential for different types of sustainable tourism. Also, an extremely relevant analysis is performed, such as the one referring to the situation of the tourist offer, materialized in structures of tourist reception, arrivals and overnight staying, for the period 2015-2020. Following the analysis, certain recommendations are stated to improve the tourism management of the region.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46750768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"INFLUENCE OF PACKAGING ELEMENTS ON THE PURCHASE DECISION-MAKING: A STUDY ON THE BAR SOAP USERS OF DHAKA CITY, BANGLADESH","authors":"Tanzina Akhter, Md. Nur-Al-Ahad","doi":"10.52846/mnmk.19.2.01","DOIUrl":"https://doi.org/10.52846/mnmk.19.2.01","url":null,"abstract":"","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46184922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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