Improving the quality of services through the introduction of digital technologies

The development of Internet marketing is extremely relevant and important for any business today, including agricultural enterprises. With the introduction of digital technologies and the growing influence of the Internet on our daily lives, consumers are increasingly using online channels to search for products and services. Agricultural enterprises that actively use online marketing have the opportunity to convey their message to a wide audience, attract new customers and increase brand awareness. Online platforms provide the agricultural sector with the ability to create personalized advertising, analyze user behavior, and respond quickly to changes in market conditions. The growing importance of online presence poses a challenge for agricultural businesses to develop effective online marketing strategies that meet their needs and industry specifics. Investing in digital marketing and the development of online communications will allow businesses to increase their competitiveness and ensure sustainable growth in today's digital world. For Ukrainian agricultural enterprises, the development of online marketing is extremely relevant. In addition, along with the rapid growth of the digital economy, the world is transitioning from traditional agriculture to digital-based agriculture. Progressive digital technologies, which are the basis for the formation of information systems, allow to obtain a significant consumer effect if they are used in the implementation of marketing activities. Internet marketing tools allow to increase the capacity of communication support of agricultural enterprises and improve communication with consumers. Based on these positions, it is advisable for agribusiness in general and agricultural enterprises in particular to master modern digital technologies, including Internet marketing, in order to operate successfully in the face of economic instability. The relevance of the development of Internet marketing for agricultural enterprises is undeniable, as it is a key tool for achieving success and ensuring sustainable development in the modern business environment. Scientific research is still dominated by an autonomous approach to the subject-object and content aspects of the theory of Internet marketing development, with little coverage of the interaction of digital tools with each other and the impact of social media on audience behavioral factors. There is still no unified approach to the role of the Internet marketing strategy and its impact on the development of agricultural enterprises. Thus, in scientific periodicals and professional literature, much attention is paid to the provisions of modern marketing theory, the theory of Internet marketing development, which is described in the scientific works of D. Semenda, O. Vinogradova, N. Nedopalko, M. Oaklander, O. Romanenko, F. Kotler, D. Jayne, L. Turchin, V. Ostroverkh, G. Armstrong. O. Marchuk, A. Slobodianyk, O. Mohylevska, L. Romanova, I. Salkov, D. Yatsiuk, N. Grechanyk, O. Vavrysh, O. Savchuk, S. Ilyashenko and other scholars. Such scholars as N. Reznik, S. Kobernyuk, V. Bondarenko, O. Lucius, A. Ryabchyk, D. Tilmani, Y. Larina, O. Garafonova, T. Ilchenko and other scholars have studied the possibilities of implementing and problems in the development of Internet marketing in the activities of agricultural enterprises. This actualizes the need to solve theoretical and methodological problems to substantiate the development of Internet marketing in agricultural enterprises. The aim of the study is to formulate theoretical and methodological foundations and practical recommendations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The methodological basis of the study is the fundamental provisions of modern marketing theory, the theory of Internet marketing development, scientific works of domestic and foreign scientists on the problems of development and implementation of Internet marketing in agricultural enterprises, the method of extrapolation, statistical and empirical research. The monograph systematically substantiates the theoretical and methodological foundations for the development of marketing activities of agricultural enterprises on the basis of the introduction of digital marketing technologies. The formulated scientific provisions and conclusions will contribute to the further development of the theory and practice of developing the marketing activities of agricultural enterprises through the use of digital marketing technologies. The methodological and methodological approaches proposed in the paper are used for calculations and model development. This allows determining how effective the use of Internet marketing technologies is for agricultural enterprises.

ЦИФРОВА ПАРАДИГМА ЯК ОСНОВА ВИЗНАЧЕНЬ: ЦИФРОВИЙ БІЗНЕС, ЦИФРОВЕ ПІДПРИЄМСТВО, ЦИФРОВА ТРАНСФОРМАЦІЯ

The digital transformation and digital technologies find ample application in service as well as in manufacturing. Advances in digitalization and digital technology adoption encourage service sectors to incorporate new digital technologies into their processes to increase efficiency and productivity. The trend towards up-to-datedness and remote control mechanisms increases service industries' awareness of digital technologies in the era of Industry 4.0 and Society 5.0. A transparent and instant management approach with real-time data becomes possible with digital innovation in service. In the digital ecosystem, personalization is more likely to be possible if the increasing diversity in demands for a particular product/service is disruptive. In these collaborative platforms, the prosumer is at the center of the business and acts as designer, customer and consumer. In this digital ecosystem, the consumer is involved in the design phase at the beginning of the process. A new business model is required due to the overall digitalization of the organization. After talking about the digital revolution and transformation, traditional tools for customer demand/relationship management, sales marketing and operations should be examined. The Internet of Things (IoTs), cloud computing, blockchain infrastructure, and business intelligence, are the basic components of digital transformation. This chapter mainly focuses on the digital transformation of the service industry, service innovations, service business platforms and service business model transformation using digital tools. All these digitalization efforts are made possible by innovation in business models. This new digital business model innovation is defined as a unique and significant change in the fundamental elements of the enterprise's business model and value chain architecture. BM analyzes and redesigns operations, content, structure and management to create value by taking advantage of business opportunities. Especially in an environment where organizations and operations, data and processes become open, the concepts of participation in processes and collaboration come to the fore. Sharing economies and platforms where everyone meets on common ground constitute today's new business models. Platform businesses are shared networks and interfaces that create a common structure in which flexibility in design can be achieved, fixed costs can be saved, and efficiency can be increased. Platforms are divided into two: internal and external, and internal platforms are defined as areas where cooperation is carried out within the business or with the business and suppliers for a specific purpose. The study revealed that the labor-intensive and competitive service sector could not avoid this trend. Within the scope of this section, the concept is intended to be concretized through platform works and sample applications. In summary, all this change has caused physical worlds to be moved to small screens and virtual worlds. No matter how perfect the resulting physical product is, it will always be incomplete unless it is supported by accurate and complete services. In today's cyber-physical environment, perfect service platforms will be able to meet the needs and produce real-time and creative solutions to customer demands. These solutions can be provided through innovative and smart technologies such as artificial intelligence and business intelligence. It can be stated with certainty that service businesses that invest in these technologies will stand out from their competitors.

Purpose. The aim of the article is substantiation of the role of digital infrastructure in the process of digital transformation of Ukraine and analysis of the possibilities of using blockchain technologies. Methodology of research. General and special methods of economic research are used in the course of scientific research, in particular: analysis and synthesis to reveal the economic essence of digital infrastructure; statistical and graphic methods ‑ in the analysis of world trends in the development of information and communication technologies, methods of induction and deduction, abstract and logical method ‑ in drawing conclusions from the results of the study. Finding. Definitions of digital economy, suggested in domestic economic literature, are considered. The author’s definition of this concept is substantiated. Areas of activity have been identified in which the introduction of digital technologies will play a decisive role in the context of digital transformation. The Concept of the development of the digital economy and society of Ukraine and the directions of digital development defined by this Concept are considered. The types of digital infrastructures and the main digital technologies that ensure their formation are given. The essence of the concept of blockchain and the scope of its possible application in Ukraine in order to protect data and ensure cybersecurity is revealed. Originality. The author's definition of digital economy is offered, in which special value is given to introduction and real use of digital technologies in various spheres of human activity. The role of digital infrastructure and main technologies that ensure its formation is substantiated. The directions of using blockchain technologies and measures that need to be implemented for further digital transformation of Ukraine are proposed. Practical value. The results of the study will contribute to the formation of the institutional basis for further development of information technologies in Ukraine, their introduction into the real sector of the economy, and in the future ‑ building an effective digital economy focused on innovation in production and services. Key words: digital economy, digital infrastructure, digital transformation, information and communication technologies, blockchain.

The actual problem of the agrifood system effective development in Russia is the transition to a digital economy, which should bring it to a new level of development, allowing it to meet the growing needs of the country’s population for high-quality food. Digital technologies are aimed at ensuring optimal management in each link of the agri-food system, and its adaptation to external changes. The introduction of digital technologies in the agri-food complex is promising for the economy as a whole. Digitization of the agri-food sector means an increase in the speed of information exchange within the system, monitoring of supply and demand, prices and parameters of production processes, an increase in the quality of management decisions. The purpose of the study is to assess the prospects, risks and constraints on the introduction of digital technologies in the management of the agri-food complex. The types of digital technologies that are promising for use in the agri-food complex with an emphasis on technologies that ensure digitalization in crop and livestock production, the processes of processing agricultural raw materials and the sale of final products are considered. The effectiveness of using digital technologies in the agricultural sector is shown: they contribute to resource conservation and optimization of production and marketing processes. The analysis of the dynamics of the Russian innovation system was carried out using the indicators of the Global Innovation Index, its strengths and weaknesses were highlighted, and the most important development directions were identified. The regulatory and legal foundations of the digitalization process in the agri-food system have been studied. The problems of introducing digital technologies in the management of the agri-food sector, namely, their weak economic and infrastructural accessibility, the need to improve the qualifications of agricultural workers in the field of information and communication technologies, the preferential orientation of state programs on large agribusiness, the need to support the implementation of digitalization programs in small and medium enterprises of the agri-food sector. Attention is drawn to the risks of reducing the competitiveness of agricultural enterprises that are not ready for the introduction of innovative digital technologies.

Quality management of tourist services is a determining factor in the effective operation of enterprises within the tourism sector, requiring continuous improvement and consideration of current trends. In today’s world, tourism activity is defined by the level of competitiveness, and quality serves as the key competitive advantage for tourism enterprises. The aim of this article is to substantiate modern approaches to quality management in tourist services. To achieve this goal, the following research methods were used: analysis and synthesis, comparison, and generalization. It has been established that effective quality management of tourist services requires a comprehensive approach that integrates all processes and functions aimed at achieving a high level of customer service. It is established that the quality of tourist services is a important factor, as it provides an assessment of the service provision process, which in turn affects customer loyalty and positive feedback. Equally important is the fact that high service quality contributes to enhancing the economic efficiency of tourism enterprises and improving their market reputation. It has been established that providing a high level of tourist services contributes not only to increasing the economic efficiency of enterprises, but also to the development of sustainable tourism, which is an important component of the tourism industry development strategy. The main and modern approaches to managing the quality of tourism services include: implementation of international quality standards; customer orientation; digital transformation; competitive market analysis and study of tourist requests. It is noted that service lies at the core of tourist services. The main components of a high level of service are staff professionalism, communication culture, quick response to the needs of tourists and an attentive attitude towards each tourist. It has been established that improving the quality of service is crucial. Among the key tools for improving service quality are: regular professional training of staff, self-directed learning, the implementation of employee motivation systems, and conducting customer surveys. It is determined that competitiveness is defined by two main indicators: primarily the quality level of the product and the pricing level.

The Institutional Logic of Digitalization

The development of digital technologies in the economy requires the transformation of business processes at the level of organizations focused on a strategic perspective. In the digital economy, obtaining strategic competitive advantages is associated with the formation and development of the potential of organizations. The use of digital technologies leads to the introduction of new methods, tools and services that require infrastructural changes in organizations and contribute to the creation of new products (works, services) that increase the competitiveness and financial stability of organizations. The process of digital transformation of the economy is multi-stage, and each stage has goals, objectives and evaluation criteria. The first step towards the economy digital transformation is to assess the digital potential, digital maturity and readiness of organizations. The originality lies in the development of theoretical and methodological foundations for assessing the level of the economy digital transformation and in the development of promising areas. The author's definition of the digital potential of an organization is given as the ability to perform activities to create, introduce, develop and implement information and communication technologies in the context of the transformation of business processes, business models in order to ensure strategic competitive advantages in the markets, financial stability and performance. The assessment methodology is proposed and the following groups of estimated private indicators have been identified: digital transformation of the organization, intellectual capital, customer interaction: service quality and customer satisfaction, online sales, business environment. Determined that digital transformation, as the technical and technological core of the digital economy, through the introduction of digital technologies, transforms the structure of the added value of the product by including the digital and intellectual component in the chain of its creation.

With the advancements in Information and Communication Technologies and widespread adoption of digital services at an ever-growing rate, postal operators are facing inevitable digital business transformation. The introduction of digital technologies in the postal sector over the last decades yielded a plethora of new opportunities but also poses some threats. To overcome revenue losses due to a substantial decrease in mail delivery services and changes in the postal services market, postal operators recognized the need for digital transformation in their core business activities. Digital innovations, e-commerce, data collection, and digital identity have accelerated the postal operators’ efforts to offer new services, improve efficiency, and adapt business strategies to the requirements of the digital economy. Thus, digital transformation has become a strategic priority for postal operators. In this paper, we analyze the main drivers of digital transformation in the postal sector. Key technological pillars of digital innovations in postal networks are highlighted. Furthermore, key success enablers and possibilities for improvements in digital postal services provisioning are presented.

Aim. The presented study aims to develop a theoretical basis and a conceptual approach to the digital strategizing of industrial systems based on the paradigm of sustainable eco-innovation development, circular business models, and the transformational impact of Industry 5.0 technologies.Tasks. The authors propose a theoretical basis for digital strategizing; formulate definitions of digital strategy and digital strategizing of industrial systems; highlight the conceptual domain of digital strategizing; systematize the tools of digital strategizing based on eco-innovation and circular business models in the context of the transition to Industry 5.0 within the framework of the sustainable development paradigm.Methods. This study uses assessment review to synthesize existing literature on digital transformation and strategy practice based on an eight-step guide for conducting an independent systematic literature review.Results. The theoretical basis of digital strategizing is based on the co-evolution of approaches and schools of strategy. A distinction is drawn between the concepts of information systems strategizing and digital strategizing, digitalization strategies, digital transformation, and digital strategies. Original definitions of digital strategy and digital strategizing of industrial systems are proposed. A multi-perspective conceptual approach to the digital strategizing of industrial systems based on the integration of technologies, people, and various processes is developed. Relevant tools for the digital strategizing of industrial systems are developed.Conclusions. In the context of the transition to Industry 5.0, the introduction of digital technologies in industrial systems is necessary, but it does not seem sufficient for success in the digital environment. Digital strategizing requires changing existing and/or creating new business models based on mindset transformation into a new way of working that would allow industrial systems to innovate using technology. Strategic imperatives that should serve as the basis for new business models for the digital strategizing of industrial systems include eco-innovation and circular business models within the framework of the sustainable development paradigm, as well as business models of Industry 5.0.

MARKETING MIX, CUSTOMER SATISFACTION AND LOYALTY: AN EMPIRICAL STUDY OF TELECOM SECTOR IN BHUTAN

The digital economy transformation has a significant impact on the public health system, opening up new opportunities to improve the quality of and access to healthcare services. The introduction of digital technologies, such as electronic medical records, telemedicine, remote patient monitoring systems, etc. can enhance healthcare delivery and accelerate the data exchange between medical institutions. Digital transformation reduces inequalities in access to healthcare services, especially for remote and underserved communities. The social determinants of public health are changing under influence of the digital economy transformation. New social determinants include access to digital technologies, digital literacy, digital inequality, opportunities to use telemedicine and online health services, etc. Access to information technology and the Internet is becoming an important factor in ensuring equal access to healthcare services. Digital tools overcome social inequalities by providing opportunities to receive medical care regardless of residence or social status. Digital transformation creates new opportunities and challenges, e. g. a need to increase the digital literacy of population, to ensure equal access to digital services (including vulnerable groups). Digital literacy is one of the main requirements for development of public health within economy digitalization. Lack of digital skills or access to technology can become a barrier to receiving medical care, improving health literacy, and preventing possible diseases. The digital literacy development is an important step towards ensuring equity and accessibility of healthcare services in the digital economy. The paper tests the hypothesis about the impact of new digital social determinants on public health by building and studying an econometric model. To build a multivariate regression model, we used statistical data for 29 European countries in 2021. The indicator of public health is Healthy life expectancy based on self-perceived health. The following indicators of digital determinants were selected: Households – level of Internet access; Individuals using the Internet to find information about goods and services; Individuals using the Internet to seek health-related information; Individuals who have basic or above basic overall digital skills by sex; Individuals using the Internet to participate in social networks; Individuals who have never used the Internet; Individuals regularly using the Internet. The construction of a multiple multivariate regression was implemented via the MS Excel software. The modeling results showed that such factors as Individuals using the Internet to find information about goods and services, Individuals using the Internet to seek health-related information, and Individuals who have basic or above basic general digital skills by sex have a statistically significant impact on public health indicators. This confirms the important role of digital determinants in the public health development and the need to integrate digital technologies into the healthcare sector to increase its efficiency and accessibility.

The article is devoted to the study of information management (digital) in the administrative process of modern institutions. Today, the digitalization of business processes has become a priority for each organization, since the introduction of digital technologies and the modernization of business models ensure a competitive advantage and efficiency of economic and financial activities. In the modern world, digital technologies play an important role in the development of economic processes, affecting all areas of activity, including small and medium-sized enterprises. The article is devoted to the study of the impact of digital technologies on the development of institutions in the digital economy. The assignment focuses on the main principles and methods of introducing digital innovations into business processes, and also examines the opportunities and threats that digitalization brings to businesses in this area. Based on the analysis, recommendations were developed for the effective use of digital technologies, as well as ways to solve existing problems and overcome obstacles in order to accelerate the digitalization process in SMEs. The study is based on the analysis of scientific literature and statistical data, which allow to draw valid conclusions about the current situation and prospects for the development of institutions in the digital economy. It becomes clear to any modern company that without the introduction of digital solutions, competitiveness and effective work in market relations will not be possible. Digital transformation of enterprises and organizations in modern conditions involves the development and implementation of new business models based on various digital technologies collectively grouped into a digital business platform. As the digital economy develops, the range of opportunities for modern business expands: new markets, management and evaluation methods, and production technologies appear. Due to the development of digital technologies in the organization, it is necessary to improve business processes. Therefore, it is necessary to organize the system and procedures for information management of the enterprise to control the optimal flow of financial and economic movements. Today, in the context of the rapid development of the digital economy and the emergence of new digital products, companies are forced to constantly change their business models and adapt to the new reality in order to remain competitive in the market. In this sense, the article analyzes the factors influencing the digitalization of business processes and the digital transformation itself as a factor influencing the effectiveness of developing a development strategy. The article also presents data proving the effectiveness of using digital tools in the business management process. Keywords: digital economy, digital marketing, company business strategy, digital strategy, information management, social media marketing.

Intrinsic value of food chain data

Digital technologies foster intensification of transformation processes on insurance market. Insurance market development depends on efficient introduction of digital insurance technologies, which give an opportunity to compete with global innovation technologies providing information security on global space. The article studies acute issues of insurance market development in conditions of digital technologies. On the basis of digital insurance analysis the article shows importance of further introduction of digital technologies into insurance industry in order to raise quality of insured’ protection and to develop insurance business in digital economy. The authors came to the conclusion that digital insurance is a result of the stable and effective development of finance market. Factors influencing insurance market development were identified, the impact of COVID-19 epidemic on insurance industry was demonstrated and acute types of insurance in these conditions were studied. The role of finance theory and insurance education in insurance market transformation was described as well as the necessity of system upgrading of education technologies.