Worldwide, numerous studies have been conducted on m-health applications and the results show tha... more Worldwide, numerous studies have been conducted on m-health applications and the results show that, if well-designed, they can regulate and track medication and reduce healthcare costs. The aim of this research is to analyze the experiences of users connected to different lifestyle apps, in particular (1) to explore the negative, neutral and positive topics in the reviews, and (2) to discover the role of health improvement among the comments. The present paper is part of a complex empirical research project. A qualitative and quantitative content analysis was conducted of the user reviews in the Google Play store for the 16 lifestyle apps selected during the first phase of the empirical research (quasi experiment). All in all, 2,835 comments were analyzed. The negative comments mentioned unreliable tracking functions, problems with updates, or high prices. The neutral comments outlined some missing functions or problems with the operation of the app. The positive comments were related to health improvement, usefulness, ease of use, engagement and willingness to recommend the app. Physical activity, facilitating a specific diet, weight loss, wellbeing, tracking progress and health awareness were among the common health aspects of the lifestyle apps. The results of this research will be particularly useful for consumers, app developers and service providers who focus on health awareness and health promotion.
Zenodo (CERN European Organization for Nuclear Research), Jul 4, 2019
In the past two decades, 'country image centres' and 'country brand councils' have been created t... more In the past two decades, 'country image centres' and 'country brand councils' have been created throughout Europe and the world. Their task is the same everywhere: to position the country, distinguish it from 'competitors', create a uniform brand strategy, and coordinate the various messages about the country in a certain sense. Politicians also tend to mention country branding or nation branding, and the term appears in the news media and tabloid press more frequently. In short, country branding is actually nothing else than the technical application of branding for countries in order to improve the reputation of the country, thus attracting more tourists and investors, improving export, etc.in other words, resulting in in greater competitiveness. At the same time, country branding is probably the biggest challenge in public, non-profit and social marketing. The topic is very exciting, but also extremely complex, and quite often divisive, generating emotions in many cases. It is no coincidence that the opposition of country branding is just as large as its support, and critical voices continue to strengthen. We present these aspects in our article as food for thoughtnot necessarily in order of importance. Thus, a total of 25 critical remarks on country branding (that can also be interpreted as challenges in the special field of public, non-profit and social marketing) are discussed including the opinion that a good national image cannot be built according to a plan, with the precision of an engineer. It can only be earned, also because it is impossible to coordinate so many things at a time, not to mention that consistent branding is basically impracticable because of successive political cycles. The article also discusses that if a country has a 'country image centre' or 'country brand council', it does not necessarily mean that the country has a better brand image. The cause of the problem is often that many people still identify country branding with logo design and a catchy slogan, although country branding is much more than that. In addition, there is no country branding without a country strategyin other words, there is no country brand building without country building. Last but not least, we should remind ourselves that countries are primarily not brands but countries.
Megváltozik-e a nonbusiness marketing szerepe a globális trendek hatásaira?
Az egyetemek fokozott érdeklődést mutatnak a fenntarthatóság integrálásának gondolata iránt az ok... more Az egyetemek fokozott érdeklődést mutatnak a fenntarthatóság integrálásának gondolata iránt az oktatási programok és a kurzusok tantervének kidolgozása során. Kutatásunk célkitűzése annak vizsgálata, hogyan és milyen oktatási módszerekkel lehet a legjobban fejleszteni a hallgatók fenntarthatósággal kapcsolatos kompetenciáit. A kutatás jelenlegi fázisában a kutatási téma elméleti hátterének bemutatására fókuszálunk, és áttekintjük a fenntarthatósági kompetenciák és az oktatási módszerek szakirodalmát, majd a tanulmány végén megfogalmazzuk a következtetéseket és a további kutatási feladatokat. Nemzetközi források alapján a fenntarthatósági kompetenciák három kategóriája különíthető el: kulcskompetenciák, interperszonális kompetenciák és alapkompetenciák. A fenntarthatósági kompetenciák fejlesztéséhez alkalmazható oktatásmódszertani megoldások is három csoportba sorolhatók: egyetemes, speciális és környezeti oktatás. A nemzetközi kutatási eredmények azt mutatják, hogy a munkába integrá...
A TANULMÁNY CÉLJA Világszerte számos kutatást végeztek az m-health applikációkkal kapcsolatban, é... more A TANULMÁNY CÉLJA Világszerte számos kutatást végeztek az m-health applikációkkal kapcsolatban, és az eredmények azt mutatják, hogy a jól megtervezett m-health alkalmazások javíthatják a gyógyszeres kezelést, és csökkenthetik az egészségügyi ellátás költségeit. Kutatásunk célja, hogy feltárjuk az m-health applikációk és különös tekintettel az életstílus-alkalmazások használatának elméleti hátterét és tapasztalatait felhasználói szemszögből. ALKALMAZOTT MÓDSZERTAN Az m-health alkalmazások használatát vizsgáló kérdőívek (MAUQ) közül az önálló applikációkra kifejlesztett skálát használtuk. Az applikációk értékelése három dimenzió mentén történt: a használat könnyűsége, az applikáció felületével való elégedettség, és a hasznosság megítélése. A két kutatási kérdés vizsgálatához kísérleti módszert alkalmaztunk, amit 22 hallgató bevonásával bonyolítottunk le, a 2021-es tanév őszi félévében, 14 héten keresztül. Az elemzés során leíró statisztikai mutatókat és páros t próbát alkalmaztunk. ...
The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged c... more The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged children. The organizers later expanded the festival so it would be longer than 1 day and children could participate in all kinds of programmes including sports, culture, arts and crafts. The festival’s primary target audience were the parents of children 3–14 years old.
International Review on Public and Nonprofit Marketing, 2015
In international and especially in Hungarian marketing literature, a few pieces of research deal ... more In international and especially in Hungarian marketing literature, a few pieces of research deal with analysis of the relationship between the subjective quality of life and the services. The objective of this article is to explore, what the role of the perceived value of cultural activities play in the evaluation of the young people' quality of life. First, we look over the quality of life studies in the cultural industry. Next, we study the perceived value comparing two main approaches to the conceptualisation of this framework. Based on the scales of previous studies and our results of the exploratory phase (small-group interviews, and pilot study) we developed the initial scales for measurement of the subjective quality of life (QOL) and the perceived value of cultural activities. We conducted a survey to test our hypotheses. The target population of our research is consumers who participated in cultural activities between 14 and 30 ages in one Hungarian region. Our results show that perceived value of cultural services has three different dimensions: functional (quality and price of cultural service, installation of cultural provider, and personnel expertise), emotional and social ones. We found that the functional dimension of cultural services has positive effect on the consumers' global QOL. Besides, the emotional and social values of cultural services contribute to the higher perception of the family and friend relationships among young users. Finally, we discuss our results, managerial implications, and formulate limitations of our empirical research and further research.
A szolgáltatásgaranciák fontos szerepet játszanak a szolgáltatás minőség javításában és a fogyasz... more A szolgáltatásgaranciák fontos szerepet játszanak a szolgáltatás minőség javításában és a fogyasztók vonzásában. Kutatásom témája a fogyasztói értékelés és a szolgáltatás garancia kapcsolata hibás teljesítés esetén. Hipotéziseim célja az észlelt szolgáltatás minőség és a megbízhatóság, továbbá az affektív pszichológiai hatás és a panaszszituáció közötti összefüggés vizsgálata különböző szintű garanciavállalási kötelezettség mellett. A kutatási tényezők közötti feltételezett kapcsolatok gyakorlati vizsgálatát kérdőíves felmérés alapján végeztem el. Az eredmények alapján megállapítható, hogy az ügyfelek postai szolgáltatásokkal kapcsolatos minőségi tapasztalata hatással van az észlelt megbízhatóságra. A Posta iránti bizalom nagyobb mértékű a magasabb színvonalat garantáló szolgáltatásoknál. Ugyanakkor a speciális garanciás szolgáltatásoknál kevesebb az ügyfelek negatív élménye, és a panaszszituáció nincs szignifikáns hatással a Posta iránti bizalomra. A megbízhatóság és a bizalom, valamint a minőség heterogenitása, a hibás szolgáltatás teljesítés közötti kapcsolatok vizsgálata viszonylag kis értékű szolgáltatások esetében is értékes információt eredményez.
The purpose of our paper is to examine the role of marketing in suppliers of automotive industry.... more The purpose of our paper is to examine the role of marketing in suppliers of automotive industry. In the first part of our study we summarise the pieces of research of the Hungarian companies those analysed the main questions of the industry marketing. In the second part of our paper we analyse the marketing activities of the supplier companies (118) on the basis of the respondents' answers. First we explore which is typical of the concept at the automobile suppliers: the long time or short time ones in connection with the roles of marketing. We investigate one dimension associated with the market orientation, the customer-orientation. We recognize the importance of key-customers at supplier companies. After these we evaluate how the suppliers use the relationship marketing tools. Besides, we collect some essential company characteristics, namely company size, ownership, region, the width of product assortment, the
The perception of the corporate image may be investigated to the distinctiveness of the service g... more The perception of the corporate image may be investigated to the distinctiveness of the service given the great diversity of the service industries. The purpose of this research is to identify the factors used by public transport users in evaluating the image of their local transit providers. Based on the samples of one region of western part of Hungary, we carried out an empirical research and found support for the research questions. Our results show that in the local public transport company four factors are significant affecting the passengers' perception of the corporate image. The predictability of each factor on overall corporate image was examined by discriminant analysis. The implications of our findings are discus sed
The objective of this article is to explore how the cultural participation influences on the eval... more The objective of this article is to explore how the cultural participation influences on the evaluation of the consumers' quality of life. First, we study the concept of the quality of life comparing two approaches to the evaluation of the individual subjective well-being. We carried out a qualitative study six mini-focus group interviews were conducted among adult consumers in a Hungarian Region. Based on our results we explored the main components of the quality of life by subjective evaluation. The consumers make their perception to the culture on several ranges, and stages. Finally, we give the frame to the quantitative research.
The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged c... more The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged children. The organizers later expanded the festival so it would be longer than 1 day and children could participate in all kinds of programmes including sports, culture, arts and crafts. The festival’s primary target audience were the parents of children 3–14 years old.
The aim of this paper is to examine the effects of the consumers' expertise the quality exper... more The aim of this paper is to examine the effects of the consumers' expertise the quality experience on the consumers' expectations in case of different type of service guarantees. This study was carried out in the postal clients in the west part of Hungary and was based on one questionnaire. The results showed that consumers' expertise was higher in connection of guaranteed delivery time services. We also found that the expertise had significant differences over the expectations of the transit time at specific guarantee. As can be seen, the analyses resulted that the direct client experience had significant effect on the clients' expectations of the compensation lost deliveries in case of specific guarantee. Of particular interest was the finding that the effect of clients' expertise was significant in case of general guarantee, too. Finally, the implications and limitations are discussed.
Worldwide, numerous studies have been conducted on m-health applications and the results show tha... more Worldwide, numerous studies have been conducted on m-health applications and the results show that, if well-designed, they can regulate and track medication and reduce healthcare costs. The aim of this research is to analyze the experiences of users connected to different lifestyle apps, in particular (1) to explore the negative, neutral and positive topics in the reviews, and (2) to discover the role of health improvement among the comments. The present paper is part of a complex empirical research project. A qualitative and quantitative content analysis was conducted of the user reviews in the Google Play store for the 16 lifestyle apps selected during the first phase of the empirical research (quasi experiment). All in all, 2,835 comments were analyzed. The negative comments mentioned unreliable tracking functions, problems with updates, or high prices. The neutral comments outlined some missing functions or problems with the operation of the app. The positive comments were related to health improvement, usefulness, ease of use, engagement and willingness to recommend the app. Physical activity, facilitating a specific diet, weight loss, wellbeing, tracking progress and health awareness were among the common health aspects of the lifestyle apps. The results of this research will be particularly useful for consumers, app developers and service providers who focus on health awareness and health promotion.
Zenodo (CERN European Organization for Nuclear Research), Jul 4, 2019
In the past two decades, 'country image centres' and 'country brand councils' have been created t... more In the past two decades, 'country image centres' and 'country brand councils' have been created throughout Europe and the world. Their task is the same everywhere: to position the country, distinguish it from 'competitors', create a uniform brand strategy, and coordinate the various messages about the country in a certain sense. Politicians also tend to mention country branding or nation branding, and the term appears in the news media and tabloid press more frequently. In short, country branding is actually nothing else than the technical application of branding for countries in order to improve the reputation of the country, thus attracting more tourists and investors, improving export, etc.in other words, resulting in in greater competitiveness. At the same time, country branding is probably the biggest challenge in public, non-profit and social marketing. The topic is very exciting, but also extremely complex, and quite often divisive, generating emotions in many cases. It is no coincidence that the opposition of country branding is just as large as its support, and critical voices continue to strengthen. We present these aspects in our article as food for thoughtnot necessarily in order of importance. Thus, a total of 25 critical remarks on country branding (that can also be interpreted as challenges in the special field of public, non-profit and social marketing) are discussed including the opinion that a good national image cannot be built according to a plan, with the precision of an engineer. It can only be earned, also because it is impossible to coordinate so many things at a time, not to mention that consistent branding is basically impracticable because of successive political cycles. The article also discusses that if a country has a 'country image centre' or 'country brand council', it does not necessarily mean that the country has a better brand image. The cause of the problem is often that many people still identify country branding with logo design and a catchy slogan, although country branding is much more than that. In addition, there is no country branding without a country strategyin other words, there is no country brand building without country building. Last but not least, we should remind ourselves that countries are primarily not brands but countries.
Megváltozik-e a nonbusiness marketing szerepe a globális trendek hatásaira?
Az egyetemek fokozott érdeklődést mutatnak a fenntarthatóság integrálásának gondolata iránt az ok... more Az egyetemek fokozott érdeklődést mutatnak a fenntarthatóság integrálásának gondolata iránt az oktatási programok és a kurzusok tantervének kidolgozása során. Kutatásunk célkitűzése annak vizsgálata, hogyan és milyen oktatási módszerekkel lehet a legjobban fejleszteni a hallgatók fenntarthatósággal kapcsolatos kompetenciáit. A kutatás jelenlegi fázisában a kutatási téma elméleti hátterének bemutatására fókuszálunk, és áttekintjük a fenntarthatósági kompetenciák és az oktatási módszerek szakirodalmát, majd a tanulmány végén megfogalmazzuk a következtetéseket és a további kutatási feladatokat. Nemzetközi források alapján a fenntarthatósági kompetenciák három kategóriája különíthető el: kulcskompetenciák, interperszonális kompetenciák és alapkompetenciák. A fenntarthatósági kompetenciák fejlesztéséhez alkalmazható oktatásmódszertani megoldások is három csoportba sorolhatók: egyetemes, speciális és környezeti oktatás. A nemzetközi kutatási eredmények azt mutatják, hogy a munkába integrá...
A TANULMÁNY CÉLJA Világszerte számos kutatást végeztek az m-health applikációkkal kapcsolatban, é... more A TANULMÁNY CÉLJA Világszerte számos kutatást végeztek az m-health applikációkkal kapcsolatban, és az eredmények azt mutatják, hogy a jól megtervezett m-health alkalmazások javíthatják a gyógyszeres kezelést, és csökkenthetik az egészségügyi ellátás költségeit. Kutatásunk célja, hogy feltárjuk az m-health applikációk és különös tekintettel az életstílus-alkalmazások használatának elméleti hátterét és tapasztalatait felhasználói szemszögből. ALKALMAZOTT MÓDSZERTAN Az m-health alkalmazások használatát vizsgáló kérdőívek (MAUQ) közül az önálló applikációkra kifejlesztett skálát használtuk. Az applikációk értékelése három dimenzió mentén történt: a használat könnyűsége, az applikáció felületével való elégedettség, és a hasznosság megítélése. A két kutatási kérdés vizsgálatához kísérleti módszert alkalmaztunk, amit 22 hallgató bevonásával bonyolítottunk le, a 2021-es tanév őszi félévében, 14 héten keresztül. Az elemzés során leíró statisztikai mutatókat és páros t próbát alkalmaztunk. ...
The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged c... more The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged children. The organizers later expanded the festival so it would be longer than 1 day and children could participate in all kinds of programmes including sports, culture, arts and crafts. The festival’s primary target audience were the parents of children 3–14 years old.
International Review on Public and Nonprofit Marketing, 2015
In international and especially in Hungarian marketing literature, a few pieces of research deal ... more In international and especially in Hungarian marketing literature, a few pieces of research deal with analysis of the relationship between the subjective quality of life and the services. The objective of this article is to explore, what the role of the perceived value of cultural activities play in the evaluation of the young people' quality of life. First, we look over the quality of life studies in the cultural industry. Next, we study the perceived value comparing two main approaches to the conceptualisation of this framework. Based on the scales of previous studies and our results of the exploratory phase (small-group interviews, and pilot study) we developed the initial scales for measurement of the subjective quality of life (QOL) and the perceived value of cultural activities. We conducted a survey to test our hypotheses. The target population of our research is consumers who participated in cultural activities between 14 and 30 ages in one Hungarian region. Our results show that perceived value of cultural services has three different dimensions: functional (quality and price of cultural service, installation of cultural provider, and personnel expertise), emotional and social ones. We found that the functional dimension of cultural services has positive effect on the consumers' global QOL. Besides, the emotional and social values of cultural services contribute to the higher perception of the family and friend relationships among young users. Finally, we discuss our results, managerial implications, and formulate limitations of our empirical research and further research.
A szolgáltatásgaranciák fontos szerepet játszanak a szolgáltatás minőség javításában és a fogyasz... more A szolgáltatásgaranciák fontos szerepet játszanak a szolgáltatás minőség javításában és a fogyasztók vonzásában. Kutatásom témája a fogyasztói értékelés és a szolgáltatás garancia kapcsolata hibás teljesítés esetén. Hipotéziseim célja az észlelt szolgáltatás minőség és a megbízhatóság, továbbá az affektív pszichológiai hatás és a panaszszituáció közötti összefüggés vizsgálata különböző szintű garanciavállalási kötelezettség mellett. A kutatási tényezők közötti feltételezett kapcsolatok gyakorlati vizsgálatát kérdőíves felmérés alapján végeztem el. Az eredmények alapján megállapítható, hogy az ügyfelek postai szolgáltatásokkal kapcsolatos minőségi tapasztalata hatással van az észlelt megbízhatóságra. A Posta iránti bizalom nagyobb mértékű a magasabb színvonalat garantáló szolgáltatásoknál. Ugyanakkor a speciális garanciás szolgáltatásoknál kevesebb az ügyfelek negatív élménye, és a panaszszituáció nincs szignifikáns hatással a Posta iránti bizalomra. A megbízhatóság és a bizalom, valamint a minőség heterogenitása, a hibás szolgáltatás teljesítés közötti kapcsolatok vizsgálata viszonylag kis értékű szolgáltatások esetében is értékes információt eredményez.
The purpose of our paper is to examine the role of marketing in suppliers of automotive industry.... more The purpose of our paper is to examine the role of marketing in suppliers of automotive industry. In the first part of our study we summarise the pieces of research of the Hungarian companies those analysed the main questions of the industry marketing. In the second part of our paper we analyse the marketing activities of the supplier companies (118) on the basis of the respondents' answers. First we explore which is typical of the concept at the automobile suppliers: the long time or short time ones in connection with the roles of marketing. We investigate one dimension associated with the market orientation, the customer-orientation. We recognize the importance of key-customers at supplier companies. After these we evaluate how the suppliers use the relationship marketing tools. Besides, we collect some essential company characteristics, namely company size, ownership, region, the width of product assortment, the
The perception of the corporate image may be investigated to the distinctiveness of the service g... more The perception of the corporate image may be investigated to the distinctiveness of the service given the great diversity of the service industries. The purpose of this research is to identify the factors used by public transport users in evaluating the image of their local transit providers. Based on the samples of one region of western part of Hungary, we carried out an empirical research and found support for the research questions. Our results show that in the local public transport company four factors are significant affecting the passengers' perception of the corporate image. The predictability of each factor on overall corporate image was examined by discriminant analysis. The implications of our findings are discus sed
The objective of this article is to explore how the cultural participation influences on the eval... more The objective of this article is to explore how the cultural participation influences on the evaluation of the consumers' quality of life. First, we study the concept of the quality of life comparing two approaches to the evaluation of the individual subjective well-being. We carried out a qualitative study six mini-focus group interviews were conducted among adult consumers in a Hungarian Region. Based on our results we explored the main components of the quality of life by subjective evaluation. The consumers make their perception to the culture on several ranges, and stages. Finally, we give the frame to the quantitative research.
The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged c... more The Győr Kids Festival was established to be a free outdoor festival for socially disadvantaged children. The organizers later expanded the festival so it would be longer than 1 day and children could participate in all kinds of programmes including sports, culture, arts and crafts. The festival’s primary target audience were the parents of children 3–14 years old.
The aim of this paper is to examine the effects of the consumers' expertise the quality exper... more The aim of this paper is to examine the effects of the consumers' expertise the quality experience on the consumers' expectations in case of different type of service guarantees. This study was carried out in the postal clients in the west part of Hungary and was based on one questionnaire. The results showed that consumers' expertise was higher in connection of guaranteed delivery time services. We also found that the expertise had significant differences over the expectations of the transit time at specific guarantee. As can be seen, the analyses resulted that the direct client experience had significant effect on the clients' expectations of the compensation lost deliveries in case of specific guarantee. Of particular interest was the finding that the effect of clients' expertise was significant in case of general guarantee, too. Finally, the implications and limitations are discussed.
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Papers by Ida Ercsey