Marketing of Scientific and Research Organisations最新文献

{"title":"Mapping Research on User-Generated Content in the Service Sector — A Bibliometric Analysis","authors":"Elżbieta Wąsowicz-Zaborek","doi":"10.2478/minib-2023-0016","DOIUrl":"https://doi.org/10.2478/minib-2023-0016","url":null,"abstract":"Abstract The Web 2.0 era and the following phases of web development bring new challenges to businesses, but also new opportunities to establish and maintain relationships with market participants, indulge in direct contact with customers and learn about their needs, emotions and opinions. The advancement of content creation and sharing technologies creates an opportunity to collect information from anyone with access to the Internet. User-generated content (UGC) information is increasingly supporting decision-making and analysis for various types of business, management or marketing activities. Such information is also increasingly used as a source of data in scientific research. The present study seeks to evaluate the relevance of UGC in scientific research and the scope and ways in which content created by Internet users can be used by researchers of phenomena existing in the service sector. To achieve this goal, a bibliometric literature review (quantitative analysis of publications, identification of research collaborators, co-author analysis, co-citation analysis and co-word analysis) was conducted covering articles between 2012 and 2022 published in journals indexed in the Scopus database. The analysis used descriptive statistics and text and content analysis. A significant increase was observed in publications between 2020 and 2022. Among the various service branches, the researchers most often chose data sets in the form of comments posted online by customers of tourism industries, mainly those using accommodation services, but also restaurants. TripAdvisor was observed to be the most frequently used data source. In their analysis, the authors used both qualitative and quantitative methods, as well as a combination of them. It is observed that more sophisticated machine learning algorithms have been implemented for text analysis. Finally, the paper also presents future research recommendations.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347662","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":"Consumer Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis)","authors":"Bogdan Gregor, Aneta Olejniczak","doi":"10.2478/minib-2023-0015","DOIUrl":"https://doi.org/10.2478/minib-2023-0015","url":null,"abstract":"Abstract The purpose of this article is to compare consumers’ preferences towards activities and content, published by beauty influencers, on Instagram and YouTube platforms. The motive behind embarking on this topic is to address the research gaps in the available literature and studies on this subject. Previous research works mainly concentrated on markets other than Polish or addressed topics in other contexts. To achieve the purpose of the paper, a study was conducted using a survey technique supported by an online questionnaire, on a sample of 146 individuals who use social media platforms. The survey results reveal that users in the beauty category are most likely to watch product reviews on both Instagram and YouTube platforms. Moreover, favourite products in the beauty category for Instagram users are facial care products, and for YouTube viewers, are makeup cosmetics.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347660","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":"Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria","authors":"Cosmas Anayochukwu Nwankwo, MacDonald Isaac Kanyangale","doi":"10.2478/minib-2023-0013","DOIUrl":"https://doi.org/10.2478/minib-2023-0013","url":null,"abstract":"Abstract This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one that is always clean for its customers.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347661","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":"Digital Transformation in Health Care and Its Marketing Dimension","authors":"Iwona Czerska","doi":"10.2478/minib-2023-0014","DOIUrl":"https://doi.org/10.2478/minib-2023-0014","url":null,"abstract":"Abstract Purpose To present issues treating digital transformation in the health sector and highlight the marketing dimension of this process. Design/Methodology The article is a literature review of digital transformation, healthcare, management, marketing and health economics. The analysis was carried out using professional, scientific databases based on the desk research method. The study consists of the following parts: introduction; methodology of the study; issues concerning the process of digital transformation, ; digitisation of the health sector in the context of data security and benefits for stakeholders; practical aspects of implementing digital technologies in health care; generations X and Y-in the process of digitisation of health care in the marketing dimension; limitations of the study; conclusions and practical implications. Findings The COVID-19 pandemic has significantly accelerated the digitisation of medical services, translating into the rapid development of various e-health platforms and tools. The latest techno-technological solutions for mobile health help in daily patient care and support prevention and preventive health care. The marketing transformation process parallels the digital transformation process in health care. . The availability of digital health tools would not be possible without marketing. Limitations Limitations of the study were identified that may have affected the overall picture of considerations. First, only articles indexed in selected databases were used: Google Scholar, ResearchGate, Taylor and Francis Online and ScienceDirect. Second, the literature search used a specific combination of words using Boolean operators. Originality/value The treatment of issues treating the digital transformation of the health sector and its marketing dimension is based on the latest literature on the subject, enriching the existing body of scholarly work on the health and marketing industry.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347664","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":"The Dynamism of the Environment — The Impact on Service Company Competitive Advantage from a CRM Dynamic Capabilities Perspective","authors":"Anetta Pukas","doi":"10.2478/minib-2023-0017","DOIUrl":"https://doi.org/10.2478/minib-2023-0017","url":null,"abstract":"Abstract Objective To explore the dynamism of the environment and the impact on service company competitive advantage from a customer relationship management (CRM) dynamic capabilities (DCs) perspective. This work also aims to develop a multidimensional conceptualisation of the dynamic environment and propose a theoretical model for analysing the impact of the environment's dynamism on the relationship between dynamic CRM capabilities and competitive advantage. Research Design and Methods Based on the resource-based view (RBV) and dynamic capabilities view (DCV), the method of critical literature analysis was used. Literature sources written in the last two decades were analysed. Findings The result of the literature research became the development of a new conceptualisation of the dynamic environment and its three relevant dimensions, as well as the proposal of constructs in the theoretical model, where the dynamism of the environment plays a moderating role in the relationship between dynamic CRM capabilities and competitive advantage. Implications/Recommendations As implications for further research, empirical verification of the created model and checking the relationship between the constructs should be indicated. Contribution The findings extend the application of RBV and DCV in marketing knowledge. In addition, the model and this study's conclusions direct service firms to develop CRM capabilities that can enhance the company, thereby enabling the building of competitive advantage in a dynamic environment.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347659","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":"New Product Development from the Perspective of Creating a Competitive Advantage","authors":"Dariusz Dąbrowski","doi":"10.2478/minib-2023-0019","DOIUrl":"https://doi.org/10.2478/minib-2023-0019","url":null,"abstract":"Abstract It is acknowledged that achieving product-based competitive advantage is a key task for a company. However, there is still a research gap in determining those specific actions in the process of developing new products that arise from companies’ efforts to achieve product-based competitive advantage. Therefore, the aim of this study is to determine the specific actions in the new product development (NPD) process that result from companies’ intention to introduce a new product to the market, enabling the achievement of a competitive advantage. The primary research method used in this study is deductive reasoning, supplemented by a literature review. The result of the study is the proposal of three types of actions: a) evaluating an opportunity in terms of its potential to generate a competitive advantage; b) creating a new product with high economic value; and c) assessing both the planned new product and the new product introduced to the market in terms of achieving a competitive advantage. The latter two types of actions can be undertaken at various stages of the NPD process and can pertain to the product concept itself and to specific product forms (e.g., prototypes, pilot products). These proposed actions are significant because attaining a product-based competitive advantage contributes to the achievement of other objectives related to new products (e.g., revenue generation). Therefore, it is recommended that companies incorporate these actions into their NPD process. This study contributes to the field of management by proposing few specific actions in each phase of the NPD process, which arise from a company's intention to achieve a product-based competitive advantage, addressing a previous gap in the literature.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347663","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":"Implementation and Evaluation of a Selected CRM Tool for the Stakeholder Relationship Management in an Innovative Project","authors":"Ewa Prymon-Ryś","doi":"10.2478/minib-2023-0018","DOIUrl":"https://doi.org/10.2478/minib-2023-0018","url":null,"abstract":"Abstract The article presents the framework for the implementation process of HubSpot customer relationship management (CRM) software in a selected innovation project conducted by a student-run non-profit organisation, as the basis for the project's stakeholder relationship management. The purpose of the article is to assess the impact of the implemented software on the project's stakeholder relationship management, with a particular focus on communication with internal and external stakeholders. The motivation for introducing the concept of stakeholder relationship management in the studied organisation included the growing number of students involved in the project, increasing financial needs and, consequently, a growing group of stakeholders supporting the innovative project. This led to the need for the project's stakeholder relationship management concept and greater operationalisation of the student organisation's activities. HubSpot CRM software was chosen for its functionality and accessibility for non-profit organisations. This article presents a case study of the Innovative Student Project and the results of a survey of project members to assess internal communication and information flow between project members and key stakeholders after implementation of the CRM system. It was assumed that the evaluation of communication from the perspective of project members would be an appropriate measure of the benefits of the implemented solution as it is difficult to assess other dimensions of stakeholder cooperation at the initial stage. The main perceived benefits were the professionalization of team activities and uniformity of management practices across the project, clear categorisation of stakeholders, improved information flow within the project, and communication with sponsors. It was also shown that student organisations can introduce solutions dedicated to enterprises and implement the concept of stakeholder relationship management to increase the effectiveness of support acquisition and develop innovative projects.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347665","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":"The impact of the Internet of Things on value added to Marketing 4.0","authors":"Łukowski Wojciech","doi":"10.14611/MINIB.26.12.2017.18","DOIUrl":"https://doi.org/10.14611/MINIB.26.12.2017.18","url":null,"abstract":"Summary The evolution in the field of information technologies that has taken place in recent decades has transformed the world. The marketing sector has undergone similar changes. At present, the internet as a groundbreaking achievement resulting from the evolution of information technologies is being integrated with marketing activities. Thanks to this we can witness a new generation of the activities referred to as the age of Marketing 4.0. It is urgently needed as today customers demand something more than just products that meet their basic needs, satisfy their desires, and soothe their anxieties. Clients are now looking for products that will allow them to fulfil their creativity and find the values defined by Marketing 3.0, however, they want to be able to become a part of the product, that is, to contribute and interact with the product, and then, harnessing information technologies - to share their experiences and verify if the product is actually fulfilling the task that it was meant to. This is also why marketing no longer focuses on the product - just like the internet no longer centres around data. At present, both marketing and the internet focus on clients and enhance the interactions between the client and the product; while doing this, they are based on the values of the users and offer them more data. This article presents the key elements of Marketing 4.0., discusses its relationship with the Marketing 3.0 concept and explains the extent to which next generation marketing is an extrapolation of the concept of Marketing 3.0. At the end, some examples of technologies from the Internet of Things, which facilitate interaction between the user and the products and the internet have also been provided.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77687945","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":"Lecturers as an Element of Higher Education Marketing","authors":"Pluta-Olearnik Mirosława","doi":"10.14611/MINIB.23.03.2017.10","DOIUrl":"https://doi.org/10.14611/MINIB.23.03.2017.10","url":null,"abstract":"The aim of this article is to determine the scope and the results of research on the perception of the teaching staff from the perspective of internal and external Polish universities as well as the assessment of utilization of these resources in the light of the knowledge of marketing service organization. Test methods used in the article include: an analysis of Polish and foreign periodicals in the field of management and marketing of higher education, diagnosis the teaching staff role as a special resource of the university marketing and to formulate the conditions of effective academic staff marketing in order to build the strengthen brand of universities in the local and foreign markets.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77385857","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":"Marketing Activities in the Area of Micronization Services","authors":"Sołtysik Barbara, Pyśniak Weronika, Pysz Marzena","doi":"10.14611/MINIB.22.12.2016.10","DOIUrl":"https://doi.org/10.14611/MINIB.22.12.2016.10","url":null,"abstract":"The publication presents the importance of the relationship with the client in relation to the effective marketing strategy. The results of customer satisfaction and market analysis, including revenues from sales of micronization services were discussed.","PeriodicalId":30835,"journal":{"name":"Marketing of Scientific and Research Organisations","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74736752","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}