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1

Hybrid C&RT-Logit Models In Churn Analysis

100%
Łapczyński M.
Folia Oeconomica Stetinensia
|
2014
|
vol. 14
|
issue 2
37-52
EN
This article attempts to explain and predict the termination of relationships in telecommunications services by using the hybrid C&RT-logit model. The combination of decision trees (C&RT algorithm) with the logistic model enriches the model interpretation and sometimes improves the accuracy of prediction. Decision trees permit to detect interactions among variables and make the model resistant to outliers and to lack of data. On the other hand, the logistic model can extend the interpretation by using odds ratios. The solution delivered by the hybrid approach was compared with the decision tree model and the logistic model. Due to the difficulty in obtaining the real dataset from the Polish market, it was decided to build a model based on the data obtained from the repository http://www.dataminingconsultant.com/DMMM.htm . The models’ performance was estimated by using popular measures such as accuracy, recall, precision, true negative rate, G-mean, F measure and lift charts.
2

The Identification of Innovative Research Methods and Techniques Utilized in Marketing Research in the Digital Era

88%
Žák Š.
Studia Commercialia Bratislavensia
|
2015
|
vol. 8
|
issue 29
139-152
EN
The current technological advancement and the mass utilization of information and communication technology create a milestone in the way marketing research is conducted. The presented scientific contribution focuses on the identification of innovative research methods and techniques, which have the highest degree of applicability in the process of marketing research in the near future. The aim of this paper is also to predict the changes that are going to affect the development of marketing research in the near future, based on an analysis of the current status in comparison with the results of an own scientific study.
3

Crisis communication on Facebook

88%
Stříteský V., Stránská A., Drábik P.
Studia Commercialia Bratislavensia
|
2015
|
vol. 8
|
issue 29
103-111
EN
The aim of this paper is to present the issue of crisis communication under the newly created conditions of social media and evaluate the importance of social network site Facebook for crisis communication on the Czech market. The paper presents findings from a survey of Czech Facebook users. It examines the consumer complaining behaviour in the context of social media that can serve as a new platform to voice customer negative experiences. Differences between customers using traditional communications channels and those using social media platforms are identified and discussed.
4

Impact of Income on Customers' Loyalty: Are Customers with Higher Income more Loyal?

75%
Klopotan I., Vrhovec-Žohar K., Mahič E.
Business Systems Research Journal
|
2016
|
vol. 7
|
issue 1
81-88
EN
Background: Recent research on customers’ loyalty mostly focuses on several indicators, such as price, income and promotion. However, the level of income and its impacts on customers' loyalty have not been investigated in greater details. Objectives: The main goal of this research is to investigate how different levels of income influence customers' loyalty. Methods/Approach: This paper tries to investigate customers' attitudes towards selected loyalty determinants, based on the survey research. Results: Several different factors which influence customers' loyalty are identified. Research results confirmed that the level of income has a significant influence on customers’ attitude towards loyalty determinants in Croatia. Conclusions: Besides the scientific contribution, this research on customers’ loyalty also has practical implications important when undertaking further steps for developing conceptual models of customers’ loyalty.
5
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Product placement as a way of promoting on an international scale based on a series of films about James Bond

75%
Anielak K., University of Lodz
Ekonomia Międzynarodowa
|
2015
|
vol. 012
EN
This article presents the characteristics of product placement as global promotion. The reader may refer to the types of product placement, its regulatory framework and its short genesis and evolution. The paper presents the results of a survey conducted on a group of 123 respondents. The survey results indicate that product placement in James Bond films is noticeable by more than 90% of respondents. The respondents have positive opinions on the use of product placement to promote the products. This may encourage potential investors to make more use of film as a medium of product placement.
6
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Kontrowersje związane z reklamowaniem leków Analiza porównawcza Polski i Stanów Zjednoczonych

63%
Makowska M., Warsaw University of Life Sciences, marta_makowska@sggw.pl
Annales. Etyka w Życiu Gospodarczym
|
2016
|
vol. 19
|
issue 3
EN
For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. In my article I will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will present other regulations existing in Poland and in the United States and it will compare them. It will show examples of violations of the law and ethics in the advertising of medicine in both countries. It will briefly outline the negative consequences of unacceptable pharmaceutical marketing.
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