Разработка коммуникационной стратегии для продвижения услуг на основе анализа критических инцидентов
The article discusses the possibility to apply the technique of critical incident analysis to develop a communication strategy to promote services. For the empirical analysis the author has selected 276 incidents related with the perception of service quality. The study showed that most of them are negative and which are relevant to such elements marketing mix, how people, processes, and physical environment. These incidents assessed on the basis of a technique proposed by the author.
In the article there is analyzed modern stage and value of sphere of services in contemporary economics. There are reported main approaches to designing integrated theory of services. The special attention is paid to social services. It is proposed a new complex approach to the definition of social service as an object of managerial impact.
We address the external effects on public sector efficiency measures acquired using Data Envelopment Analysis. We use the health care system in Russian regions in 2011 to evaluate modern approaches to accounting for external effects. We propose a promising method of correcting DEA efficiency measures. Despite the multiple advantages DEA offers, the usage of this approach carries with it a number of methodological difficulties. Accounting for multiple factors of efficiency calls for more complex methods, among which the most promising are DMU clustering and calculating local production possibility frontiers. Using regression models for estimate correction requires further study due to possible systematic errors during estimation. A mixture of data correction and DMU clustering together with multi-stage DEA seems most promising at the moment. Analyzing several stages of transforming society’s resources into social welfare will allow for picking out the weak points in a state agency’s work.