Natalia
@rea.ru
Marketing Department of PRUE
Plekhanov Russian University of Economics
RESEARCH INTERESTS
Strategic Marketing
Customer Experience
Scopus Publications
Scopus Publications
Irina Skorobogatykh, Galina Timokhina, Sergey Mkhitaryan, Natalia Ivashkova, and Irina Shirochenskaya
Journal of Eastern European and Central Asian Research
The purpose of this research is to study consumer satisfaction with the perceived quality of ground public transport (GPT) services in the Moscow metropolitan area. The methodology used includes identification of the quality attributes of GPT services relevant to consumers which affect consumer satisfaction, the choice of alternative transport modes, and the competitiveness of GPT services. Study reliability is ensured by a representative sample which included the results of an online survey of 1517 respondents, cluster analysis and the employment of the CHAID decision tree method. The authors formulated and confirmed 4 hypotheses. Thirty-two attributes influencing consumer satisfaction with GPT services were obtained; clusters with different degrees of satisfaction were identified; and attributes of perceived quality that are important for consumers when choosing transportation modes were revealed. Recommendations for marketing and management solutions to improve the competitiveness of urban GPT services in relation to substitutes in order to increase the mobility of the population and reduce the environmental pollution of the metropolis were proposed.
Galina Timokhina, Lyubov Prokopova, Yuri Gribanov, Stanislav Zaitsev, Natalia Ivashkova, Roman Sidorchuk, Irina Skorobogatykh, Anatoly Shishkin, and Zhanna Musatova
MDPI AG
The purpose of this study is to identify, in an era of extensive digitalization, the major opportunities and threats that influence the experiences of digital premium banking customers at key stages of their banking interactions. This study’s conceptual research model combines the content of online questionnaires, completed by a representative sample of 3629 customers, in-depth interviews with heads of premium banking departments, and an audit of customer experiences conducted via Mystery Shopping in 13 Russian banks. The authors formulate four research hypotheses, substantiated by the empirical data and highlight key barriers preventing premium banks from effective digital interactions with their customers. Key opportunities for improving customer experiences are also identified. The theoretical contribution of the research includes the adaptation of an axiological approach to studying digital customers in premium banking. Practical contributions include the Premium Digital Customer Experience Map, designed by the authors as a ready-made tool for planning and improving premium banking services and a tool for performance comparison between competing banks. This study also discusses the authors’ definition of a “digital customer”. It presents a new approach to the Mystery Shopping methodology, including the recruitment of Mystery Shoppers following the three premium banking customer portraits: “saver”, “spender”, and “saver–spender”.
Irina Lopatinskaya, Natalia Ivashkova, Galina Timokhina, Irina Skorobogatykh,, Irina Shirochenskaya, and Olga Grineva
IBIMA Publishing
This article presents an original methodology of consumer assessments of satisfaction with the quality of a product/service based on N. Kano's model; the article describes a study of customer satisfaction with the technical quality of Moscow underground (metro) services carried out in accordance with the methodology developed by the authors aimed at justifying management decisions to increase the competitiveness of metro system.
Galina Timokhina, Natalia Ivashkova, Irina Skorobogatykh, Taira Murtuzalieva, and Zhanna Musatova
Elsevier BV
The aim of the paper focuses on generating insights into the competitiveness of public transport in Moscow City in relation to the use of personal cars, considering individual basic consumer values and environmental factors, including the impact of the COVID-19 pandemic. The research question in this study is: how can we assess the main indicators of public transport’s competitiveness, which can motivate personal car owners with specific basic values to change the transportation mode for personal mobility? This conceptual research model combines the content analysis of publications and large-scale online survey of Moscow City’s car owners—potential consumers of public transport services—on a representative quota sample of 1263 respondents. The methodology includes the axiological approach for the identification of the main factors of consumer behavior of personal car owners in the city with combinations of the modified Schwartz’s methodology of the basic individual values evaluations. Secondary data manifested the changes in the behavior of car owners due to the fact that they value metropolitan environmental degradation and changed their transportation preferences to public transport even during the COVID-19 pandemic. Based on the factor and cluster analysis of the value profile of the individuals, seven clusters of car owners were identified, and two large clusters were selected as target segments for public transport services. The conclusion was made that it is necessary to differentiate social and marketing programs to promote the competitiveness of public transport in the minds of consumers.
Roman Sidorchuk, Anastasia Lukina, Ilya Markin, Stanislav Korobkov, Natalia Ivashkova, Sergey Mkhitaryan, and Irina Skorobogatykh
Elsevier BV
Railway stations are centers of mass accumulation of people. Additional regulations change the intensity of the flow of visitors and the time of entering the station. Delays become an essential factor affecting the perceived satisfaction with all services at stations. This paper analyzes the impact of the intensity of passenger flow in the key areas of the station (entrance groups) on the satisfaction of visitors with station functioning (by the example of Moscow railway stations). The authors of the paper used methods of observation to measure the current passenger flows at the entrances to the station and also collected secondary data on transport flows at city railway stations. To predict passenger flow, the authors used statistical methods to assess the relationship between variables and regression. The paper used a survey of passengers to analyze satisfaction with the functioning of railway station facilities and assess the acceptable delay time at the entrance/exit to the station. The article substantiates that in the context of current requirements for transport security, an important factor for perceived satisfaction with station services is the forecasting and management of passenger flows and control of time of entering the station.
Irina Skorobogatykh, Zhanna Musatova, Roman Sidorchuk, Natalia Ivashkova, and Petr Nevostruev
EDP Sciences
Consistent actions taken by car manufacturers to improve the quality of vehicles make them easier to use and reduce their negative impact on the environment significantly strengthen the competitiveness of personal transport. At the same time, high investments in the development of urban transport systems (especially large ones) create conditions for the mobility of all population groups, but do not significantly affect the competitiveness of public transport. At the same time, the high competitiveness of the public transport system is a sign of the successful implementation of the concept of sustainable development of the territory, making it more attractive for tourism and stimulating its development. The study of the limitations of the analysis of the competitiveness of public transport is conducted in this article along with an analysis of the factors that influence the choice of citizens in terms of mobility for their daily tasks. The article presents the results of an empirical study of relations between Moscow residents and public transport, changes in the intensity of use of personal cars in the period 2015-2020. During this period, the transport system has undergone significant positive changes, which have affected the perception of comfort and accessibility of public transport in Moscow.
Roman Sidorchuk, Irina Skorobogatykh, Sergey Mkhitaryan, Tatiana Voronova, and Natalia Ivashkova
Centre of Sociological Research, NGO
Received September 29, 2019 Revised from October 28, 2019 Accepted November 20, 2019 Available online March 15, 2020 Purpose. The problems of limited public parking spaces as well as the growing number of individual cars in mega-cities are very important, because of the growing number of individual and public cars, and limited open spaces in road infrastructure. Methodology. The online survey, conducted by marketing specialists of Plekhanov Russian University of Economics had been identified, whether the citizens of Moscow are satisfied with the organization of parking spaces. Approach. 1263 questionnaires were collected to analyze and rank the administrative districts of Moscow City in the framework of a cluster analysis with the use of Ward Method and Euclidean length. Findings. As a result, five clusters of administrative districts of the City were developed in accordance with customer (car owners) satisfaction with number, and quality of parking spaces in different districts, where respondents are living and where they are working. The recommendations of this study can be addressed to the Moscow City government to improve parking management and may be used in further studies of City citizens’ satisfaction with other parameters of living conditions. JEL classification: C38, J28, L62, L91, O18 DOI: 10.14254/1800-5845/2020.16-1.5
Roman Sidorchuk, Irina Skorobogatykh, Aleksey Meshkov, Natalia Ivashkova, and Boris Musatov
Indian Society for Education and Environment
Background: This study is the continuation of earlier studies of analyzing the effectiveness of coalition loyalty programs for partner companies. This study includes an analysis of some effects of the Malina Coalition Program. Method: Popular lift and shift efficiency criteria have been chosen for the analysis. Statistical studies of turnout indexes, associated with various consumer categories, new consumers, prices, etc. were conducted. The following hypothesis of this study was developed: great share of effects achieved by the partner company, which is participated in the loyalty program could not be referred only to the shift and lift effects Findings: According to our analysis, the effectiveness of coalition loyalty programs could be one of the question for some companies to make a decision to participate in such programs. While applying well-known methods for efficiency analysis and evaluation, lack of criterial validity record refers expansion of product’s consumption, generated by new customers, participating in the program; and increase the buying activity of the existing customers, participating in the program, to the coalition loyalty program, which has been shown in the study. Applications/Improvements: Additional effects of participation in coalition loyalty programs are neglected due to the limitations of popular methods for effectiveness evaluation, like lift and shift effects. Research had shown that impact of these and other factors should be taken into account in combination for every case for coalition loyalty program partners and for the operator of the program.