Перегляд за Автор "Telnov, Anatolii"

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  • Ескіз
    Документ
    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.
  • Ескіз
    Документ
    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.