DOI: 10.24411/2071-3762-2020-00001
Assessment of Factors Affecting Vladivostok Hotels Guests’ Behavior During the Decision-Making Process

Ktait Mohamad Alaa, Doctoral Student of the Marketing, Commerce and Logistics Department, School of Economics and Management, Far Eastern Federal University; Suhanova 8, Vladivostok, Russia, 690050 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kmet Elena Borisovna, Candidate of Economic Sciences, Associate Professor of the Marketing, Commerce and Logistics Department, School of Economics and Management, Far Eastern Federal University; Suhanova 8, Vladivostok, Russia, 690050 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This paper presents the results of factors evaluation, affecting Chinese consumer behavior in Vladivostok hotels during the pre-purchase, choice and consumption stages of decision-making process. The research relevance is dictated by the rapid increase in the number of hotels in Russia, which for 2014-2018. increased by 94.4%, and the number of overnight stays increased by 29.7%.. Methods: consumers’ surveys were conducted to evaluate the effect of different group of factors on hotels guests’ behavior. The results of surveys then were analyzed using the ordinal regression analysis and correlation analysis using SPSS statistical program. Research results allowed us to evaluate and identify the most affecting factors on consumers’ behavior in the hotels services decision-making process. The paper examines different group of factors affecting potential and actual hotel guests’ behavior during the decision-making process, by examining preferences of using different information sources, comparison of different types of hotel, and examine the level of satisfaction towards those hotels. Research practical implication is dedicated to providing hoteliers with recommendation to improve the impact on guests’ behavior in order to achieve the maximum benefits of available hotel resources.

Keywords: hotel service; consumer behavior; decision-making process; information sources; factors of influence.

DOI: 10.24411/2071-3762-2020-00002
Study of the SMM Communication Effectiveness of Regional Small and Medium Enterprises on the Example of Advertising Publications in VKontakte Communities

Makarov Alexander Mikhailovich, Doctor of Economics, Professor, Chair of Management of Socio-Economic Systems, Udmurt State University; Universitetskaya Street 1, Izhevsk, Russia, 426035 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vasilyeva Yana Stanislavovna, Assistant, Chair of Management of Socio-Economic Systems, Udmurt State University; Universitetskaya Street 1, Izhevsk, Russia, 426035 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The study focuses on the communication effectiveness of SMM of regional small and medium enterprises (SME) through the example of advertising publications in VKontakte communities. The objective of the study is to identify the level and factors of the communication effectiveness of the tool for SMEs in the region. General sample consisted of 134 manufacturing, 821 trading and 631 enterprises providing various services. In each category, 30 enterprises using this advertising tool as well as 60 advertising publications in VKontakte communities for the period April-May 2019 were randomly selected. Among the selected enterprises the number of communities, the number of publications per month, the coverage of publications and the number of reactions to those publications were measured and the quality of the selected content and the level of community engagement were determined. The study reveals that only about half of SMEs in the regional use this type of advertising promotion. The average number of subscribers of the researched accounts is within 10,000 units; for B2C enterprises, the size of communities in relation to target groups is relatively small. According to the present study, the overall level of content quality is defined as low, primarily by such key parameters as novelty and emotional richness, which inevitably entails a decrease in both communication and economic efficiency of this advertising tool. The study finds that on average less than a third of community members hold their attention to advertising posts published into those communities; the level of community involvement in advertising content as a whole was defined as low. Based on the analysis results, this study makes recommendations for SMEs on the efficient use of VKontakte commercial accounts for advertising purposes.

Keywords: SMM of small and medium enterprises; advertising on social media; SMM communication effectiveness and efficiency.

DOI: 10.24411/2071-3762-2020-00003
Influence of Reviews on Consumers Entry into the Retailers’ Brand Community in Facebook

Shilovskiy Sergey Vitalievich, Candidate of Economics, Associate Professor of the Department of Marketing, Logistics and Commerce, Far Eastern Federal University; Aiax village 10, FEFU campus, 690922, island Russkiy, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Influence of reviews on consumers entering Russian FMCG retailers’ brand community in Facebook is described in the article. The results can be used for managing reviews on Facebook brand page. The author shows the influence of reviews on the entry of customers into the company’s brand community in Facebook, the exit of customers from the brand community, and the absence of impact of negative reviews on the exit of customers from the brand community. The originality of the author’s approach lays in the fact that influence of reviews on the entry of customers into the brand community in a social network and the exit from the brand community was studied for the first time. The results of the research allow companies to understand the importance of using reviews on the company’s brand page in social networks to build communications with consumers.

Keywords: reviews; influence of reviews on the entry into the retailers’ brand community; retailers’ marketing communications in social nets; Facebook.

DOI: 10.24411/2071-3762-2020-00004
Research of Construction Industry Retail Networks Consumers Behavior by the Method of Semantic Differential

Schepakin Mikhail Borisovich, Dr. Econ. Sciences, Professor of Marketing and Business Communications Department, Kuban State Technological University; Moskovskaya street 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Oblogin Miroslav Vladimirovich, Graduate Student, Marketing and Business Communications Department, Kuban State Technological University; Moskovskaya street 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mikhailova Veronika Mikhailovna, Ph.D., Associate Professor of Marketing and Business Communications Department, Kuban State Technological University; Moskovskaya street 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the description of consumer behavior research by the method of semantic differential. This method is an effective tool because it allows you to: differentiate the factors that determine individual characteristics of consumers; present research results in tabular and graphical forms at the same time; consider the strengths and weaknesses of the company; develop an effective tool for managing its business activities. The study showed that for consumers of retail trade networks of the construction industry, factors such as “employee competence”, “consumer motivation”, and “efficiency of logistics flows” are most significant. The information obtained using the semantic differential method will allow top managers to develop a competent and effective strategy for the development of the enterprise and thereby increase its competitiveness.

Keywords: marketing research; semantic differential; factors; retail market; construction industry; consumer behavior.

DOI: 10.24411/2071-3762-2020-00005
Efficiency of Online Banking for Individuals and Customer Focus of the Bank

Gubin Alexander Valerievich, Мanager of operational office «Krasnodarsky», «GenBank» (JSC) (Russia, Krasnodar), Postgraduate Student, Chair of Marketing and Management of Enterprise, Kuban State Technological University, Moskovskaya street 2, Krasnodar, Russia, 350072 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mishulin Georgy Markovich, Мarketing Director of the group of companies «KUBNET» (Russia, Krasnodar), candidate of economic Sciences, Professor of Marketing and Business Communications Department, Kuban State Technological University, Moskovskaya street 2, Krasnodar, Russia, 350072 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The availability of objective information about the competitive position is key in the strategic planning process for a commercial organization in general and a banking organization in particular. The existing methods of forming ratings of Russian banks allow to obtain certain information, for example, on the performance indicators of various business models of online banking according to the criteria «The possibility of transferring to online services those services for which customers usually have to apply to the Bank’s office or call center», «Efficiency» and «Ease of use». These indicators can be used to assess the adaptability and permeability of banks to technical and technological innovations as an important factor of customer focus of the Bank. Identification of the degree of influence of this factor on the rating of banks is the goal of this study. The approach proposed by the authors allows to obtain a more objective assessment of the competitive position of the Bank. It can be useful both for developers of strategies of development of remote banking services of physical persons, and for consumers of services of banks in the process of a choice of Bank convenient for them.

Keywords: banks; ratings; remote banking; online banking business models; efficiency; convenience; technical and technological innovations; customer-oriented criteria.

DOI: 10.24411/2071-3762-2020-00006
Market Analysis of Artificial Intelligence: Dynamics of Patenting Technologies

Tokarev Boris Evgenievich, Ph.D., professor, State University of Management, Marketing Department; Ryazansky Prospekt, 99, Moscow, Russia, 109542 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tokarev Roman Borisovich, Leading Patent Specialist, Yandex; Lev Tolstoy street, 16, Moscow, Russia, 119021 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper presents the results of artificial intelligence market research in the world and in Russia. The subject of the study is the publication activity and patenting of developments in the field of artificial intelligence. The dynamics of artificial intelligence technology development is analyzed. The leading countries and companies most actively patenting their developments are identified. In artificial intelligence technologies, machine learning holds a leading position as of 2019. The study showed that the number of patent families on machine learning, one of the main areas of development, is growing dynamically, occupying a predominant share relative to all patents on artificial intelligence.

Keywords: technology; patent; artificial intelligence; machine learning.