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Modelling a corporate network’s stakeholder value created amid CSR policy implementation 在企业社会责任政策实施过程中对企业网络的利益相关者价值进行建模
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-07-06 DOI: 10.29141/2218-5003-2023-14-3-4
I. Tkachenko, M. Meteleva
The article aims to develop methodological approaches to assessing the stakeholder value of a corporation in the process of implementing the policy of corporate social responsibility (CSR) in the face of unpredictable changes in the external environment. Network theory and the concept of corporate social responsibility constitute the methodological framework of the study. The methods used are narrative, correlation, regression and comparative analysis. The empirical evidence covers the data provided by the Federal State Statistics Service on the Russian regions for 2012–2021, RAEX rankings, and listings of the Moscow Exchange. The authors substantiate their own approach to assessing a corporate network’s stakeholder value created in the process of implementing CSR policy. The proposed method is tested using PAO Norilsk Nickel’s financial statements and the socio-economic development indicators of Krasnoyarsk krai as the corporation’s external environment. The research demonstrates that CSR policy has an effect on Business Environment and Natural Environment stakeholder groups, while the most profound response to CSR activities were observed in Population and Investors stakeholder groups. During the COVID-19 crisis, the ‘Corporation – Population – Corporation’ relationship model through the system of indicators ‘Annual wage – RF region’s unemployment rate – Enterprise net profit’ lost its indicativeness: there was a ‘compression’ of network relationships as a reaction to changing environmental conditions. Among the directions for further research is expanding the composition of the corporate network’s actors.
本文旨在开发方法论方法,以评估企业在实施企业社会责任(CSR)政策的过程中,面对不可预测的外部环境变化的利益相关者价值。网络理论和企业社会责任概念构成了本研究的方法论框架。使用的方法有叙述法、相关法、回归法和比较分析法。经验证据包括联邦国家统计局提供的2012-2021年俄罗斯地区的数据,RAEX排名和莫斯科交易所的上市。作者证实了他们自己的方法来评估企业网络在实施企业社会责任政策过程中创造的利益相关者价值。本文以PAO诺里尔斯克镍业公司的财务报表和克拉斯诺亚尔斯克边疆区的社会经济发展指标作为公司的外部环境,对所提出的方法进行了检验。研究表明,企业社会责任政策对商业环境和自然环境利益相关者群体有影响,而人口和投资者利益相关者群体对企业社会责任活动的反应最为深刻。在2019冠状病毒病危机期间,通过“年薪- RF地区失业率-企业净利润”指标体系建立的“公司-人口-公司”关系模型失去了指示性:作为对不断变化的环境条件的反应,网络关系出现了“压缩”。进一步研究的方向之一是扩大企业网络行动者的构成。
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引用次数: 0
Metaverses: Transition to a new business model or the image of the future? 过渡到一个新的商业模式或未来的形象?
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-3
S. Orekhova, A. Plakhin
Over the last decade, the phenomenon of network goods has been the driving force behind the economic development. The further evolution of business organization is seen as a transformation of traditional and platform models into metaverses. However, theoretical developments in this field lag behind practice. The article presents a formalized scientific review of research studies on metaverses as a technological, economic and social phenomenon. The concepts of business models, platform economy and digitalization constitute the theoretical basis of the work. The research method is based on taxonomy and further clustering of the most cited publications using the VOSviewer software tools. The empirical data include a set of works indexed in Scopus and selected by the subject area and keywords. The authors analyze the terminological essence of the notion “metaverse” and perform the clustering of the publications. We identify the taxonomic avenues for investigating metaverses, which tackle a number of issues: attracting public attention to this phenomenon, scrutinizing the technological mechanism of metaverses’ functioning, and considering their perceived benefits. The analysis of the most cited articles on metaverses indicates that the research agenda focuses primarily on the technological aspect. A metaverse is viewed as a special technological system that uses a set of technical means for space virtualization. At the same time, there is an evolutionary transition to interpreting metaverse as business model: from a fantasy virtual world or a technological system to a unique social mechanism that provides new economic and social effects, as well as innovative ways of monetization and value creation for users.
在过去的十年中,网络商品现象一直是经济发展的推动力。业务组织的进一步演变被视为传统和平台模型向元环境的转变。然而,这一领域的理论发展滞后于实践。本文对元生态作为一种技术、经济和社会现象的研究进行了形式化的科学回顾。商业模式、平台经济、数字化等概念构成了工作的理论基础。研究方法是基于使用VOSviewer软件工具对被引用最多的出版物进行分类和进一步聚类。实证数据包括一组在Scopus中检索并按主题领域和关键词选择的作品。作者分析了“元宇宙”概念的术语本质,并对相关出版物进行了聚类。我们确定了研究元数据的分类学途径,这些途径解决了许多问题:吸引公众对这一现象的关注,仔细检查元数据功能的技术机制,并考虑它们的感知好处。通过对被引次数最多的meta - verse文章的分析表明,研究议程主要集中在技术方面。元宇宙被视为一种特殊的技术系统,它使用一套技术手段来实现空间虚拟化。与此同时,将虚拟世界解释为商业模式也出现了进化转变:从幻想的虚拟世界或技术系统,到提供新的经济和社会效应的独特社会机制,以及为用户提供创新的货币化和价值创造方式。
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引用次数: 1
MRFM-analysis for customer segmentation in the industrial equipment market mrfm -工业设备市场客户细分分析
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-7
Marina E. Tsoy, V. Shchekoldin
It is of high importance for enterprises to identify, group and prioritize customers with similar needs in order to develop an individual approach to each of these groups. The article aims to segment B2B consumers based on the analysis of their purchasing behaviour. The theoretical framework of the study is the postulates of behavioural marketing. The research method involves МRFM-analysis (Modified Recency-Frequency-Monetary Analysis) that allows determining homogeneous groups of clients, examining the evolution of their behaviour, and formulating targeted interaction strategies for each group. The paper demonstrates the benefits of the Orange Data Mining machine learning and data mining complex, these are the capability to statistically correctly identify client clusters and the visual clarity of results analysis. The empirical evidence is industrial equipment sales data provided by a large Russian security systems manufacturer for the period of 2015–2022. A relationship is found between the segmentation performed in the study and the Reinartz–Kumar approach applied to decide on a strategy for forming customer loyalty. The authors distinguish between six groups of customers and establish those generating the greatest profit for the company and those having the minimum effects on its turnover. The group of trading firms (about 20% of all the clients) turned out to be the priority one, which, due to the specificity of their activities, have long-term relationships with the manufacturer and high client reliability. It is the client group for which devising targeted strategies stimulating an increase in their demand is most reasonable. For the rest of the consumer groups, it is expedient to use standard marketing strategies.
对于企业来说,识别、分组和优先考虑具有相似需求的客户是非常重要的,以便为每个群体制定个性化的方法。这篇文章的目的是在分析B2B消费者的购买行为的基础上对他们进行细分。本研究的理论框架是行为营销的假设。研究方法涉及МRFM-analysis(修改后的近期-频率-货币分析),它允许确定同类客户群体,检查他们的行为演变,并为每个群体制定有针对性的互动策略。本文展示了Orange数据挖掘机器学习和数据挖掘综合体的好处,这些是统计正确识别客户集群的能力和结果分析的视觉清晰度。经验证据是俄罗斯一家大型安全系统制造商提供的2015-2022年期间的工业设备销售数据。在研究中进行的细分和Reinartz-Kumar方法之间发现了一种关系,这种方法用于决定形成客户忠诚度的策略。作者区分了六类客户,并确定了那些为公司带来最大利润的客户和那些对公司营业额影响最小的客户。贸易公司组(约占所有客户的20%)被证明是优先考虑的,由于其活动的特殊性,与制造商有长期关系,客户可靠性高。对于这个客户群体,制定有针对性的策略来刺激他们的需求增长是最合理的。对于其余的消费者群体,使用标准的营销策略是权宜之计。
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引用次数: 0
Investigation of ESG spillovers for external stakeholders in Russian regions 俄罗斯地区外部利益相关者的ESG溢出效应研究
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-2
E. Popova, N. Strikh
Waves of recent global economic crises at the beginning of the 2000s gave a rise to an increased attention to external effects, or spillovers, of environmental, social and corporate governance (ESG) practices of companies. The paper aims to study the impact of ESG practices on regional economic and social development from the viewpoint of external stakeholders, considering the ability of local companies to retain key human capital. The theoretical framework of the research is corporate governance theory and the ESG concept. Correlation, factor, regression and path analyses are used in combination to determine the impact of individual ESG practices on regional development and place attachment. The empirical evidence comes from the 2023 survey of 359 respondents from two industrialized regions of Russia. The originality of the study is based on (1) a structured questionnaire developed by the authors to examine external stakeholders’ opinions on ESG problems in the regions, and (2) the sociological concept of place attachment viewed as the most important indicator of human capital retention. Our findings show that practices of social responsibility and labour market growth primarily influence the perception of regional economic development. In turn, there is no significant relationship between ESG practices and people’s attachment to the region of residence. Practical conclusions show that external stakeholders are mainly concerned about ESG labour market spillovers: creation of stable jobs, provision of career prospects and technological advantages in the region.
本世纪初的全球经济危机浪潮使人们越来越关注企业环境、社会和公司治理(ESG)实践的外部效应或溢出效应。本文旨在从外部利益相关者的角度,考虑当地企业保留关键人力资本的能力,研究ESG实践对区域经济社会发展的影响。本研究的理论框架是公司治理理论和ESG概念。结合相关分析、因子分析、回归分析和路径分析,确定了个体ESG实践对区域发展和地方依恋的影响。经验证据来自2023年对俄罗斯两个工业化地区的359名受访者的调查。该研究的原创性基于:(1)作者开发的一份结构化问卷,以调查外部利益相关者对地区ESG问题的看法;(2)被视为人力资本保留最重要指标的地方依恋的社会学概念。我们的研究结果表明,社会责任实践和劳动力市场增长主要影响区域经济发展的看法。反过来,ESG实践与人们对居住地的依恋之间没有显著的关系。实际结论表明,外部利益相关者主要关注ESG劳动力市场溢出效应:创造稳定的就业机会、提供职业前景和该地区的技术优势。
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引用次数: 1
Impact of corporate governance principles on women’s quality work environment attitudes: A neo-institutional perspective 公司治理原则对妇女高质量工作环境态度的影响:新制度视角
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-1
Y. Güzey, Boray Uğraş
Mainstream institutional theories and corporate governance studies are entwined with patriarchal business relationships. However, within the theories the gender factor and benefits of the institutionalization process and corporate governance principles in terms of women’s employment in organizations have not been fully investigated. In addition, whether corporate governance principles are an effective tool to keep women in working life has not received sufficient attention in the literature. The paper aims to explore the contribution of institutionalization process and corporate governance interaction to employment and working environment quality with respect to female employees in the labour market where patriarchal labour relations are dominant. To achieve this purpose, the authors designed a questionnaire to compare gender groups in organizations that have adopted the principles of institutionalization and corporate governance. The total of 506 employees actively working in organizations in Turkey participated in the survey. Respondents’ answers were analysed using the structural equation models in the SPSS statistical program. The research findings revealed that the institutionalization process has a partial mediation effect on women’s attitude to quality of work environment. On the other hand, it was determined that corporate governance principles have no moderator effect on women’s attitude to work environment quality. The findings demonstrate that as the transparency and professionalization levels increase, women tend to prefer the organizations more. Compared to men, female managers and assistants embrace transparency and professionalization as a distinguishing quality of an efficient organization. Since corporate governance principles strengthen women’s employment in organizations in terms of equal wages and career opportunities, managers need to consider these principles as a substantial element of a company’s activities.
主流的制度理论和公司治理研究都与父权商业关系纠缠在一起。然而,在这些理论中,还没有对组织中妇女就业方面的制度化进程和公司治理原则的性别因素和利益进行充分调查。此外,公司治理原则是否是一种有效的工具,以保持妇女的职业生涯在文献中没有得到足够的重视。本文旨在探讨在男权劳动关系占主导地位的劳动力市场中,制度化进程和公司治理互动对女性雇员就业和工作环境质量的贡献。为了达到这一目的,作者设计了一份问卷,比较采用制度化和公司治理原则的组织中的性别群体。共有506名在土耳其各组织积极工作的员工参与了调查。使用SPSS统计程序中的结构方程模型对受访者的回答进行分析。研究发现,制度化进程对女性对工作环境质量的态度具有部分中介作用。另一方面,确定公司治理原则对妇女对工作环境质量的态度没有调节作用。研究结果表明,随着透明度和专业化水平的提高,女性倾向于更喜欢组织。与男性相比,女性经理和助理将透明度和专业化视为高效组织的显著品质。由于公司治理原则在平等工资和职业机会方面加强了妇女在组织中的就业,管理人员需要将这些原则视为公司活动的重要组成部分。
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引用次数: 0
Telemedicine services in Russia: Regulation and diversification prospects 俄罗斯的远程医疗服务:监管和多样化前景
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-5
E. Dvoryadkina, Alena Fechina
The social significance of telemedicine services is due to their effectiveness in combating the main challenges facing national health systems. The introduction of these services into medical care opens up new opportunities for cutting its costs and increasing accessibility, as well as reducing the risks inherent in the Russian healthcare system. The study aims to formulate proposals for regulating telemedicine services in the Russian Federation and identifying promising areas for their diversification. The theoretical framework includes the theories of servitization, digitalization and public health, as well as researchers’ views on health economics. The methods of comparative, system and functional analysis were used. The empirical evidence comes from the Organization for Economic Cooperation and Development, the Federal State Statistics Service of the Russian Federation, the Ministry of Health of the Russian Federation, and audit companies for the period of 2018–2022. Having analysed the global practice in forming and regulating the telemedicine market under healthcare digitalization, we emphasize the need to create a clear legislative framework, build intergovernmental relations, and exchange experience in this area. The research proposes a set of measures for developing these services, while taking into account the risks caused by the specificity of healthcare in Russia, i.e., the imperfection of national legislation, the lack of quality standards and clear rules for doctor-patient interaction. The authors’ recommendations provide for the use of economic, administrative, legal, information and communication methods for regulating telemedicine services. Realization of these recommendations will contribute to a more rational distribution of resources and effective implementation of health policy in accordance with national economic, financial and social interests.
远程医疗服务的社会意义在于,它们能够有效地应对国家卫生系统面临的主要挑战。将这些服务引入医疗保健为降低成本和提高可及性以及降低俄罗斯医疗保健系统固有的风险开辟了新的机会。这项研究的目的是拟订管理俄罗斯联邦远程医疗服务的建议,并确定其多样化的有希望的领域。理论框架包括服务化理论、数字化理论和公共卫生理论,以及研究者对卫生经济学的看法。采用比较法、系统分析法和功能分析法。经验证据来自经济合作与发展组织、俄罗斯联邦国家统计局、俄罗斯联邦卫生部和2018-2022年期间的审计公司。在分析了医疗数字化背景下形成和规范远程医疗市场的全球实践后,我们强调有必要建立明确的立法框架,建立政府间关系,并在该领域交流经验。研究提出了一套发展这些服务的措施,同时考虑到俄罗斯医疗保健的特殊性所带来的风险,即国家立法不完善,缺乏质量标准和明确的医患互动规则。作者的建议规定使用经济、行政、法律、信息和通信方法来规范远程医疗服务。实现这些建议将有助于根据国家经济、财政和社会利益更合理地分配资源和有效地执行卫生政策。
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引用次数: 0
Managing a high-tech startup: A case of machine vision for the poultry industry 管理一家高科技初创企业:家禽业的机器视觉案例
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-4
K. Simonov, Natalia Girfanova
High-tech startups face a number of insurmountable problems that prevent them from turning innovative ideas into new products. The article investigates the managerial aspects of implementation and commercialization of high-tech startups in Russia using the case of an automated computer vision analytical system for industrial poultry farming. Entrepreneurship theory and the concept of strategic management constitute the theoretical basis of the study. Among the research methods used in the paper are the POCD framework in combination with SWOT analysis involved in the formation of startup management strategies, as well as Sandelovsky and Barroso’s Meta-Synthesis method applied to identify factors that determine the successful implementation of a startup. The empirical evidence of the work was a bank of video data collected at the VNITIP Federal Research Center of the Russian Academy of Sciences and covering the full life cycle of broiler chickens. The paper established three main sources of funding for high-tech start-ups to introduce machine vision systems in the poultry industry: the state, industrial corporations, and venture capital. At that, none of the enterprises, including the global leaders, has yet reached the IPO stage. We identify two central lines to launch and commercialize a Russian start-up in poultry farming, these are association with developers of integrated digital solutions and/or integration with poultry meat producers. Recommendations are formulated regarding the implementation of a high-tech start-up: to form a public-private partnership, actively interact with research centers and universities, cooper ate with business angels, expand the entrepreneurial competencies of startupers, and clarify the business model of the project. The mass introduction of machine vision technology in the poultry industry is possible due to the acceleration of technological progress and the elimination of the main obstacle, i.e., the high cost of components for machine vision systems.
高科技创业公司面临着许多无法克服的问题,这些问题阻碍了他们将创新想法转化为新产品。本文以工业家禽养殖的自动化计算机视觉分析系统为例,研究了俄罗斯高科技创业公司实施和商业化的管理方面。创业理论和战略管理概念构成了本研究的理论基础。本文使用的研究方法包括POCD框架与创业管理战略形成过程中的SWOT分析相结合,以及Sandelovsky和Barroso的Meta-Synthesis方法,用于识别决定创业成功实施的因素。这项工作的经验证据是俄罗斯科学院VNITIP联邦研究中心收集的一组视频数据,涵盖了肉鸡的整个生命周期。该论文确立了高科技初创企业在家禽业引入机器视觉系统的三个主要资金来源:国家、工业公司和风险资本。目前,包括全球龙头企业在内,还没有一家企业进入IPO阶段。我们确定了两条中心路线,以启动俄罗斯家禽养殖初创企业并将其商业化,这两条路线是与集成数字解决方案的开发商合作,以及/或与禽肉生产商整合。对高科技创业的实施提出了建议:建立公私合作伙伴关系,积极与研究中心和大学互动,与商业天使合作,扩大创业能力,明确项目的商业模式。由于技术进步的加速和主要障碍的消除,即机器视觉系统组件的高成本,机器视觉技术在家禽业的大规模引入是可能的。
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引用次数: 0
Mechanisms for industrial coordination of “new” tourism regions: The case of Dagestan “新”旅游区的产业协调机制:以达吉斯坦为例
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-05-05 DOI: 10.29141/2218-5003-2023-14-2-6
D. Sitkevich
The tourism industry that has developed in several constituent entities of the Russian Federation in the last three years contributed to the growing interest in its architecture. The article identifies the driving force behind change in the structure of the industry in the “new” tourism regions. The methodological basis of the study combines institutional theory (principally, the theory of transaction costs underlying the counterparties coordination mechanisms) and the concept of tourism product. The research methods of comparative analysis and in-depth interviewing were applied. The empirical data were retrieved from 29 interviews with representatives of the tourism business conducted between October, 2021 and November, 2022 in three constituent entities of the RF. The study demonstrates that the hybrid coordination mechanisms are most common in the “new” tourism regions. For instance, in Dagestan, the tourism product is created within vertical networks that unite partners at different stages of the value chain, while the selection of counterparties and the exchange of resources for this product to be produced take place within horizontal networks that enhance the efficiency of the industry. At the same time, as the tourist flow intensifies, there emerge some trends towards hierarchization (dealing with contractors as part of the firm) and a decrease in the role of horizontal networks in the functioning of the industry. Based on the results obtained, we can conclude that the process of hierarchization will be continued, while the potential associated with entrepreneurial networks is not used actively enough by both the business itself and the state.
在过去三年中,俄罗斯联邦的几个组成实体发展的旅游业促进了对其建筑的日益增长的兴趣。文章指出了“新”旅游区产业结构变化背后的驱动力。本研究的方法论基础结合了制度理论(主要是交易方协调机制背后的交易成本理论)和旅游产品概念。研究方法采用比较分析法和深度访谈法。实证数据来自2021年10月至2022年11月在RF的三个组成实体中对旅游业务代表进行的29次访谈。研究表明,混合协调机制在“新”旅游区最为普遍。例如,在达吉斯坦,旅游产品是在垂直网络中创造的,这种网络将价值链不同阶段的合作伙伴团结在一起,而为生产这种产品而选择交易对手和交换资源是在水平网络中进行的,这提高了行业的效率。与此同时,随着旅游流量的增加,出现了一些等级化的趋势(将承包商作为企业的一部分处理),水平网络在行业运作中的作用减少。根据所得的结果,我们可以得出结论,等级化的过程将继续,而与创业网络相关的潜力并没有被企业本身和国家充分利用。
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引用次数: 0
Studying the level of trust in regional authorities 研究对地方当局的信任程度
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-03-03 DOI: 10.29141/2218-5003-2023-14-1-2
Darya Bents, I. Belova
The absence or low level of trust in regional authorities hinder the development of the country’s economy. Building trust is a long-term objective and largely depends on the region’s educational environment, especially the university one, which should nurture human resources. The study aims to establish the level of trust in the institutions of higher education, healthcare and regional authorities in the educational environment of Chelyabinsk oblast (Russia). The theory of spatial development, cultural and institutional theories of trust constitute the theoretical framework of the study. The methods of ranging and grouping, as well as correlation analysis were applied. Empirical evidence is obtained through the survey of 382 respondents working in the field of higher education in Chelyabinsk oblast. In the paper, we determine the level of their trust in the institutions of education, healthcare, regional and municipal authorities. Among students, lecturers and other university employees, the highest and the lowest levels of trust were recorded in educational institutions and regional and municipal authorities, respectively. Correlation analysis revealed the relationship between trust and possible factors in its formation within each institution under study. It was found that this relationship was not universal either in the context of respondents’ categories or trust forms. The paper provides recommendations for regional and municipal authorities focused on increasing the confidence in their activities and, as a result, enhancing their effectiveness.
对地方当局缺乏信任或信任度低阻碍了国家经济的发展。建立信任是一个长期目标,很大程度上取决于该地区的教育环境,尤其是大学的教育环境,这应该培养人力资源。该研究的目的是确定在车里雅宾斯克州(俄罗斯)教育环境中对高等教育机构、保健机构和地区当局的信任程度。信任的空间发展理论、文化理论和制度理论构成了本研究的理论框架。采用了测距、分组和相关分析的方法。通过对车里雅宾斯克州382名在高等教育领域工作的受访者的调查,获得了经验证据。在本文中,我们确定了他们对教育、医疗、地区和市政当局机构的信任程度。在学生、讲师和其他大学员工中,对教育机构的信任度最高,对地方和市政当局的信任度最低。相关分析揭示了各研究机构内部信任与其可能形成因素之间的关系。研究发现,无论是在被调查者的类别还是信任形式的背景下,这种关系都不是普遍的。该文件为区域和市政当局提供了建议,重点是提高对其活动的信心,从而提高其效率。
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引用次数: 0
Analysis of consumer behaviour variables influencing the adoption of mobile banking 影响手机银行采用的消费者行为变量分析
IF 0.5 Q4 MANAGEMENT Pub Date : 2023-03-03 DOI: 10.29141/2218-5003-2023-14-1-5
Nigar Huseynli, Gözde Kandemir, Bahman Huseynli̇
Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.
移动技术的进步为银行业创造了更多的机会,也为消费者带来了好处。本文考察了手机银行背景下客户体验与满意度、使用意愿和品牌忠诚度之间的关系。其中,客户体验包括三个方面,即移动应用的享受性、个性化和实用性。方法论基础包括市场营销和服务管理的理论原理,以及计划行为理论和技术接受模型。采用因子分析、线性分析和回归分析等研究方法。本研究的实证基础是对土耳其十家银行客户的调查结果。最初的样本是411名受访者,其中327份填写完整的问卷被收到。作者就手机银行客户体验对银行服务用户留存率的影响提出了若干假设。结果表明,所有假设都得到了支持。研究发现,用户体验的三个方面,尤其是手机银行应用程序的实用性,对客户满意度、使用意愿和品牌忠诚度都有显著影响。研究结果表明,手机银行使用意愿和客户满意度影响银行品牌忠诚度,客户满意度影响手机银行使用意愿。增加调查对象的数量和将更多的银行纳入研究是未来研究的方向之一。
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引用次数: 0
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