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Критерии Маркетинговой Результативности Интернет-Магазинов В России // Criteria Of Marketing Effectiveness Of Online Stores In Russia

Author

Listed:
  • Ya. Katkova I.

    (National Research University “Higher School of Economics”)

  • Я. Каткова И.

    (Национальный исследовательский университет «Высшая школа экономики»)

Abstract

The marketing activity of any modern company impacts on its overall financial performance (average check, sales, profit) through non-financial indicators such as name recognition, customer satisfaction and loyalty. If the influence of the marketing activity on the name recognition and customer satisfaction is measured quite frequently, the interrelation of these indicators with the financial performance is assessed rather seldom and not properly for a number of reasons. Meanwhile, in periods of economic instability such measurement can become quite urgent for a company; therefore this study focuses on the analysis of the relationships between the customer satisfaction and loyalty indices and the financial performance of companies. The purpose of the research was to assess the impact of customer satisfaction on the marketing effectiveness of Russian online stores. A 5-year database needed for the analysis was collected from the internal information systems of stores and an online customer survey. The main methods used for the investigation were the correlation and regression analysis methods. Based on the data of more than 1600 online store customers, a significant positive relationship was found between the customer satisfaction and the financial performance of the store. The research also revealed and explained some particular characteristics of online stores that have a significant impact on the financial performance: the sample range and the payment terms. Recommendations for companies of the type under survey regarding the performance maximization through marketing indices are given. The research findings confirm the conclusions of foreign researchers: customer satisfaction indices on the Russian market like those abroad have a significant positive effect on the financial performance of companies (average check, frequency of purchases, customer loyalty). Therefore, the results obtained can be useful not only to researchers studying the marketing effectiveness and its factors, but also to business practitioners seeking ways to improve financial performance. Despite some limitations of the research, the problems and hypotheses raised in it can be further tested on other markets, respondents, companies as the relevance and novelty of the declared subject for the Russian market is evident. Маркетинговая деятельность любой современной компании через такие нефинансовые показатели, как узнаваемость, удовлетворенность и лояльность клиентов, влияет на ее финансовые результаты в целом (средний чек, продажи, прибыль). И если влияние маркетинговой активности на узнаваемость и удовлетворенность компании измеряют достаточно активно, то их взаимосвязь с финансовыми результатами в силу ряда причин измеряется редко и некачественно. А в периоды экономической нестабильности такое измерение может стать крайне необходимым для компании, поэтому данное исследование посвящено анализу взаимосвязей показателей удовлетворенности и лояльности клиентов и финансовой результативности компаний. Целью данного исследования является оценка влияния удовлетворенности клиентов на результативность маркетинга российских интернет-магазинов. Из внутренних информационных систем магазинов и проведенного интернет-опроса клиентов собрана база необходимых для анализа данных за 5 лет. Основными методами исследования стали корреляционный и регрессионный анализ. На данных более 1600 клиентов интернет-магазинов была найдена значимая положительная взаимосвязь между удовлетворенностью клиентов и финансовой результативностью магазина. Также в исследовании были найдены и объяснены частные характеристики интернет-магазинов, которые значимо влияют на финансовый результат: это широта выбора и условия оплаты товара. Даны рекомендации для компаний рассматриваемого типа по максимизации результативности с помощью маркетинговых показателей. Полученные результаты подтверждают выводы зарубежных исследователей: показатели удовлетворенности и на российском рынке значимо положительно влияют на финансовые результаты компаний (средний чек, частоту покупок, удержание клиентов). Таким образом, результаты, полученные в данной работе, могут быть полезны не только исследователям, изучающим результативность маркетинга и ее факторы, но и практикам бизнеса, ищущим способы повышения финансовой результативности. Несмотря на некоторые ограничения исследования, поднятые в нем задачи и гипотезы можно в дальнейшем проверить на других рынках, респондентах, компаниях, так как ясна актуальность и новизна заявленной тематики на российском рынке.

Suggested Citation

  • Ya. Katkova I. & Я. Каткова И., 2017. "Критерии Маркетинговой Результативности Интернет-Магазинов В России // Criteria Of Marketing Effectiveness Of Online Stores In Russia," Финансы: теория и практика/Finance: Theory and Practice // Finance: Theory and Practice, ФГОБУВО Финансовый университет при Правительстве Российской Федерации // Financial University under The Government of Russian Federation, vol. 21(3), pages 257-263.
  • Handle: RePEc:scn:financ:y:2017:i:3:p:257-263
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    References listed on IDEAS

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    1. Daniel H. Simon & Miguel I. Gómez & Edward W. McLaughlin & Dick R. Wittink, 2009. "Employee attitudes, customer satisfaction, and sales performance: assessing the linkages in US grocery stores," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(1), pages 27-41.
    2. Daniel H. Simon & Miguel I. Gómez, 2014. "Customer Satisfaction, Competition, and Firm Performance: An Empirical Investigation," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 35(6), pages 371-386, September.
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