Перегляд за Автор "Reshmidilova, Svitlana"

Зараз показуємо 1 - 14 з 14
  • Ескіз
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    Business social responsibility in ensuring sustainable development
    (WSHIU University of Applied Sciences, 2025) Reshmidilova, Svitlana; Aleynyk, Pavlo
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    CRM systems as a tool for effective interaction with consumers in the conditions of competitive changes in target markets
    (Хмельницький національний університет, 2025) Reshmidilova, Svitlana; Bondarenko, Denіs
    The article substantiates the need to use CRM systems as a tool for effective interaction with consumers in the context of competitive changes in target markets. The need to choose a CRM system by domestic companies for effective business development and increasing consumer loyalty is argued. The advantages and disadvantages of implementing CRM systems at enterprises are substantiated. The phasing of using CRM systems at domestic enterprises is proposed. The types of CRM systems that are proposed for implementation at enterprises are characterized. The need to use CRM systems that meet the goals and objectives of enterprise development, use the latest information technologies in order to achieve effective interaction with consumers and take into account competitive changes in target markets is substantiated
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    Features of management of marketing activities of enterprises in the context of competitive changes in target markets
    (2025) Reshmidilova, Svitlana; Bondarenko, Denys
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    Forecasting servise markеting determinants within the concept of the information society
    (2024) Telnov, Anatolii; Reshmidilova, Svitlana
    The influence of information technologies on the development of service marketing and the transformation of traditional approaches to marketing tools in this field is substantiated in the article. It is highlighted that higher-quality services are demanded by consumers in a dynamic market environment. A scientific and methodological toolkit of heuristic forecasting involving highly qualified marketing experts is applied to forecast determinants in service marketing. The number of experts, the number of evaluated determinants, and the scoring system for their assessment are justified using a calculation method. Statistical indicators of service marketing determinants are calculated, their relative significance is assessed, paired comparison matrices are constructed, and scaling is performed following the proposed algorithm. This approach allowed the impact level of each determinant on service marketing to be determined and their ranking established. A sufficiently high level of agreement among experts is demonstrated through the calculation of expert opinion concordance coefficients. Predictive assessments of service marketing determinants are provided using the expert evaluation method, determining their degree of influence. Specific directions for improving engagement with the target audience and utilizing digital technologies in service marketing are formulated.
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    Marketing research medical service delivery in rural areas aligned to international quality standards: financial aspect
    (2025) Telnov, Anatolii; Reshmidilova, Svitlana; Chekalovska, Halyna
    The article conducts marketing research on medical service delivery in rural areas. The dynamics of healthcare spending in Ukraine were established and these indicators were forecasted for 2025. The forecast of out-of-pocket expenses of patients showed a tendency to increase, which indicates the presence of significant financial obstacles in access to medical services and the lack of financial protection of the population. An analysis of the dynamics of the number of rural settlements on the territory of which paramedical and obstetric stations are located was carried out. The number of medical workers who provided medical services to the population in rural areas for 2014-2023 was analyzed. A forecast of the development of the situation for 2024-2025 was made using the equation of a straight line and a second-order parabola. A trend was established according to which residents of villages are limited in the right to receive emergency medical care compared to the urban population. A SWOT analysis of the marketing environment of rural medical institutions was carried out, which confirmed the results of the forecast. The necessity of applying a series of international ISO quality standards is substantiated in order to prevent risks and possible threats in the activities of medical institutions. The need to develop a program of financial support for the rural population, ensuring their financial protection, state policy for the social development of villages and resolving issues of preserving rural medical institutions and staffing is substantiated. The formulated recommendations for the implementation of international standards in the activities of medical institutions will contribute to the realization of financial and economic benefits through the application of principles, methods and tools of quality management, which will enable medical institutions to improve the quality of services and achieve sustainable success.
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    Social responsibility of business in the context of structural transformations of socio-economic and environmental systems
    (HSSE Publishing Complex, 2025) Reshmidilova, Svitlana; Aleynyk, Pavlo
    The social responsibility of business is substantiated as a defining feature of the sustainable development of socio-economic and ecological systems. The need for changes in the strategy of companies’ activities and the mandatory condition for taking into account the principles of social responsibility for business are established. Types of social responsibility of business are identified and their characteristics are presented. Forms of environmental responsibility and measures for its implementation are proposed. Conclusions are drawn regarding the implementation of social responsibility at domestic enterprises and the advantages for the development of socio-economic systems are argued.
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    Systematic approach to the functional features of the formation of HR marketing in the emerging economy
    (2024) Toktas, Yilmaz; Reshmidilova, Svitlana; Aleynyk, Pavlo; Bondarenko, Denys
    Introduction. In the conditions of the development of processes of globalization, digitalization, strengthening of market competition, success can be achieved by enterprises that are constantly looking for new ways to adapt to the constantly changing market conditions of their operation. Combining HR management with marketing is a necessary condition for attracting and retaining the best employees for successful business. HR specialists will be able to work effectively in the labor market only if they use the achievements of marketing. The application of the marketing approach in the activities of the enterprise with personnel management will allow to increase the productivity of production without involving additional resources. In this regard, there is a need to develop the conceptual foundations of HR marketing, mastering marketing technologies in this field and the necessary tools for marketing activities. This requires non-standard approaches to the formation of HR marketing. These issues are especially relevant during the period of development of the emerging economy, one of the important components of which are the processes of social development. These processes are dynamic, mobile and change under the influence of information technologies. In such conditions, the processes of forming HR marketing at enterprises must be ensured taking into account the requirements and principles of the emerging economy. Purpose of the article is to research of the main trends of HR marketing caused by the development of the emerging economy; clarifying the conceptual basis of HR marketing; systematization of the stages of systematic formation of HR marketing at the enterprise. Method (methodology). The information method was used for the research in order to obtain informative data from scientific sources and the Internet; classification and comparative analysis (identifying the functional features of HR marketing), a systematic approach (characterizing the stages of forming the company’s HR marketing system); generalization method (formulating research conclusions). Results. The influence of the information sphere on the development of HR marketing processes and the need to form HR marketing in accordance with the requirements of the emerging economy are substantiated. The place of HR marketing in the enterprise management system is determined. The conceptual content and provisions of HR marketing have been clarified. The application of elements of emergency management in the modern practice of marketing management is argued. The application of a systematic approach to the formation of HR marketing at the enterprise is substantiated. The stages of formation of HR-marketing are established with their detailing. The advantages of the systematic application of tools for the formation of HR-marketing are highlighted.
  • Ескіз
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    Trends in the development of marketing services in the conditions of the digital economy
    (Іnternational Science Group, 2024) Reshmidilova, Svitlana; Zhumela, Andrii; Kulatskyi, Vadym
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    Utilising AI for Crafting Effective Marketing Communication Strategies
    (2024) Reshmidilova, Svitlana; Mykhaylyova, Kateryna; Savchuk, Anastasiia; Stamat, Viktoriia; Oslopova, Maryna
    Modern businesses must adapt to changing market conditions and growing consumer demands, so it is a priority to study the possibilities of using artificial intelligence to form marketing communication strategies. Artificial intelligence offers innovative approaches to optimising marketing processes, personalising interaction with the target audience, and increasing the overall effectiveness of marketing campaigns. Therefore, using artificial intelligence allows companies to improve consumer communication through predictive data, ensuring a competitive advantage and high customer satisfaction. The study aims to determine the current advantages and barriers to using artificial intelligence in developing marketing communication strategies and analyse consumers' attitudes to the quality and feasibility of artificial intelligence technologies in their interactions with the company. The article uses several general scientific research methods, namely, analysis of literary sources, analysis of statistical data, and methods of systematisation and generalisation. It also contains a Sentiment Analysis conducted using the online tool TEXT2DATA based on the results of a survey of respondents (17 people) to determine the emotional tone on a scale from 1 to -1. The study found that respondents' overall emotional tone was positive (Test 1 = 0.99; Test 2 = 1.0) with a high emotional intensity (Test 1 = 14.22; Test 2 = 12.16), indicating their positive perception of new technologies. However, there were also negative emphases related to ensuring the confidentiality of consumers' data (-0.21) and the appropriateness of using artificial intelligence in direct interaction with consumers (-0.16). The development of marketing communication strategies using artificial intelligence allows personalising interaction, increasing conversion, automating routine operations, and generating predictive data on consumer behaviour. Despite possible inaccuracies in historical data, ethical and security issues, and other challenges, companies that use artificial intelligence to develop marketing communication strategies ensure long-term competitiveness and efficiency in customer interaction.
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    Маркетингове управління якістю цифрових продуктів у сфері інформаційних послуг на етапі розвитку індустрії 5.0
    (Хмельницький національний університет, 2025) Тельнов, Анатолій; Решміділова, Світлана; Кулацький, Вадим; Telnov, Anatolіі; Reshmidilova, Svitlana; Kulatsky, Vadym
    У статті обґрунтовано перехід від Індустрії 4.0 та визначено основні тенденції розвитку Індустрії 5.0. Аргументовано необхідність підвищення якості цифрових продуктів у сфері інформаційних послуг для забезпечення їхньої конкурентоспроможності на ринку. Визначено необхідність маркетингового управління якістю цифрових продуктів у сфері інформаційних послуг як інструменту задоволення очікувань користувачів. Охарактеризовано шлях створення цифрового продукту, визначено показники та методи оцінювання його якості, проаналізовано застосовувані маркетингові інструменти на прикладі діяльності компанії Stfalcon
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    Оцінювання задоволеності персоналу з позицій мотиваційних теорій
    (2025) Решміділова, С.Л.; Алейник, П.А.; Reshmidilova, Svitlana; Aleinyk, Pavlo
    У статті обґрунтовано необхідність дослідження задоволеності персоналу як фактору якості його роботи. Дослідження ступеня задоволеності персоналу на підприємстві ТОВ «ЛІТМА» здійснено за допомогою методу соціологічного опитування та анкетування. Задоволеність працівників оцінено для різних категорій персоналу та вікових груп. Результати проведеного дослідження засвідчили найбільшу відносну задоволеність роботою у працівників до 30 років, а також більший середній ступінь задоволеності у жінок, ніж у чоловіків. Найбільше незадоволення було спричинено гігієнічними чинниками мотивації. Аналіз стану трудової активності персоналу на ТОВ «ЛІТМА» показав достатньо високий її рівень. Основними факторами підвищення трудової активності були визначені моральне і матеріальне стимулювання. Обґрунтовано необхідність проведення регулярного оцінювання рівня задоволеності персоналу підприємства з метою виявлення недоліків в управлінні персоналом та розроблення напрямів з його удосконалення.
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    Формування HR-бренду підприємства в системі якості трудового життя
    (2026) Решміділова, С.Л.; Reshmidilova, Svitlana
    У статті обґрунтовано роль HR-бренду як інструменту стратегічного управління персоналом підприємства. Аргументовано спрямованість HR-бренду підприємства на підвищення рівня задоволеності персоналу за допомогою системи факторів якості трудового життя. Викладено результати дослідження задоволеності працівників підприємства факторами якості трудового життя на прикладі ТОВ «ЛІТМА». Встановлено пріоритетність факторів якості трудового життя у розрізі категорій персоналу, особливостей сприйняття у жінок і чоловіків підприємства. Здійснено SWOT-аналіз в діяльності HR маркетингу на ТОВ «ЛІТМА», який дозволив діагностувати наявні проблеми в управлінні персоналом. Обґрунтовано можливість отримання переваг для працівників і роботодавців при формуванні позитивного HR-бренду підприємства. Запропоновано рекомендації щодо напрямів реалізації HR маркетингу на підприємстві, які дозволять покращити показників якості трудового життя, збільшити рівень задоволеності роботою та підвищити мотивацію до праці персоналу.
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    Формування маркетингу персоналу на підприємстві
    (Publishing House «Kalmosani», 2019) Решміділова, Світлана; Янюк, Валентин; Reshmidilova, Svitlana; Yanyuk, Valentin