Prediction of the Unknown Brands’ Logos Memorability Based on Objective Electrophysiological Characteristics

Serov Igor Evgenyevich, Project manager, AO NEUROTREND; territory of the innovation center «Skolkovo», Nobel str. 7-10, Moscow, 143026, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kovaleva Anastasia Vladimirovna, Ph.D., senior researcher, Anokhin Research Institute of Normal Physiology; Baltiyskaya str. 8, Moscow, 125315, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kazmina Valeria Gennadyevna , Master of economics, Researcher, AO NEUROTREND; territory of the innovation center «Skolkovo», Nobel str. 7-10, Moscow, 143026, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Galkina Natalia Valentinovna, Entrepreneur, Founder&CEO of JSC «Neurotrend»; 1st Mozhaisky tupik 8A, p.1, Moscow, 121059, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The aim of the study was to develop a predictive model of the unknown brands’ logos memorability based on objective electrophysiological parameters (electroencephalogram, EEG), Eyes movements (eye-tracking) and 19-channels EEG were recorded during watching 20 unknown logos. The model was built on the basis of a large amount of data (sample size n=100). Twenty-nine EEG parameters were included in the model (spectral power and coherence in alpha and theta-bands). The percent of the correctly predicted responses (remembered or forgot logos) was high (about 70%). The results show that it is possible to predict whether the new unknown logo will be remembered or not based on the uncontrolled objective EEG features.

Keywords: memorability; logo; electroencephalography (EEG); eye-tracking; logistic regression; neuromarketing.

Guests Dissatisfaction Management: Analysis of Hotel Responses to Negative Online Reviews

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

In this study we investigate the generic structure of hotel responses to guests’ complaints posted on popular travel website, Booking.com. Using genre analysis of text , 268 hotel’s replies has been analyzed that were posted in response to online guests’ complaints. Our analysis included responses of stars-classified hotels located in Vladivostok, Russia. The analysis result of responses structure suggests that there are eight main elements-steps included in responses: greetings, gratitude, apologies, explanation, procedures, compensation, potential action and closing step. Moreover, results showed that online responses from hotels replying to guests’ negative reviews tend to include thanking and apologizing among the most common moves identi?ed. Also, the analysis results found a considerable variation with respect to how hotels were about addressing the problem(s) discussed in the original guest complaint, as well as the extent to which hotel management indicated having taken actions to correct those problems. The study’s ?ndings indicate that the responses analysis, of competing hotels, to guests’ complaints allows hotel management to identify possible ways and means to cope with guest dissatisfaction online.

Keywords: electronic word of mouth; consumer-generated content; negative reviews; dissatisfaction; complain; hotels responses; genre analysis of text.

Using Digital Marketing Tools in a Catering Business

Sokolova Elena Alexandrovna, Сandidate Econ. Sciences, Associate Professor of Economics and Management Department, Penza state technological University, Baidukova/Gagarina str. 1A/11, Penza, 440039, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes the possibility of using digital marketing tools in catering. There is given a description of the most relevant areas of digital marketing for catering: self-service terminals, websites. mobile applications, social networks, e-mail, electronic trading platforms and search engines. The practical application in the catering activity of the considered tools provides a number of advantages both to catering enterprises and consumers of catering products. Indicators to assess the effectiveness of the use of the considered tools of digital marketing are proposed.

Keywords: catering enterprise; digital marketing tools; self-service terminals; websites; mobile applications; social networks; e-mail; electronic trading platforms; search engines; effectiveness indicators.

Influence of Staff Engagement on Consumer Engagement in Social Media in Retail Sector

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

Influence of staff activity in social media on consumer engagement in social media is described in the article. The results can be used in marketing communication management of retail companies in social media. Connection of service dominated logic of marketing and consumer engagement concept is described by the author. The author shows that it is necessary for the company to pay attention to relationship with staff in order to provide consumer engagement. The originality of the author’s approach is in describing interconnection of staff engagement and consumer engagement in social media brand page. Thereby company should pay attention not only to consumer engagement but also to interaction with staff in social media. Using of this approach allows marketer of retail company increase social media communication efficiency with consumers.

Keywords: interaction with staff in social media; consumer engagement in social media; promotion in social media; retail chain shop promotion; social media promotion strategy; brand promotion management; Facebook.

Forecasting the Prospects for the Russian Market of Paid Medical Services Development

Ramazanov Ibragim Agaevich, Doctor of economics, Professor of Plekhanov Russian University of Economics, Stremyanny Lane36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Grigorieva Elena Sergeevna, Master of Moscow University for the Humanities, Yunosty str. 5, Moscow, 111395, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the results of a study on the prospects for the development of paid medical services for health care. The main demographic and socio-economic factors that determine the development prospects of the market of paid medical services have been Identified. It is concluded that the Russian market of health services is at the stage of active formation and is subject to the influence of many factors. The prospects for its development are significantly influenced by the changes taking place in the demographic and socio-economic environment. The rapid rates of expansion of the share and increase in the capacity of the sports and health segments of the health care market are predicted. It is proved that the share of the segment of paid medical services will decrease, and its physical capacity will grow due to the growth in demand for quality services.
Given the close correlation between changes in the age structure of the population and the dynamics of the quantitative characteristics of the medical services market, it is proved that the most significant factors in the development of the health care services market are the number and age structure of the population. The necessity of taking into account the peculiarities of the development of the baby boom generation and its influence on the formation of the medical services market is indicated. The erroneousness of the Rosstat forecasts, according to which the long-term share of the population over working age is expected, is shown. On the contrary, it proves a gradual reduction in the proportion of the population older than working age as the baby boom generation retires and the impact on the capacity and share of the paid medical services segment decreases.

Keywords: medical services market; baby boom generation; population structure; market forecasting.