Исследование факторов удовлетворённости потребителей развитием диджитал-коммуникаций: ожидания и реальность.

Вестник Института социологии. 2021. Т. 12. № 1. С. 118–135.

Artyushina E., Korenkova M.

The authors of this article proceed from the fact that, as a result of the intensive development of digital 
technologies, a digital society has formed an understanding of life, in which many habitual social practices have been 
transformed into digital ones. In particular, digital technologies have contributed to the fact that communication on 
personal, social and commercial issues has moved to a different, virtual level. However, in a number of areas, digital 
communication causes problems and communication disruptions. For example, previous studies have highlighted 
high levels of consumer dissatisfaction with companies using digital communication tools. Especially a lot of criticism 
is caused by answerphones, recently widely popular and used increasingly by public and commercial institutions. 
The article examines the new ways companies  use to deliver their message to an existing or potential customer, as 
well as the quality and customer ratings of some of these solutions. In addition, the authors tried to identify factors 
that influence consumer satisfaction w hen communicating with companies in the digital environment. The main 
research methods are analysis of previous projects results, interviews and online survey. The article is based on the 
results of the research conducted in the city of Nizhny Novgorod. The city residents expectations for the automated 
communication system used in the modern world between the user and the service provider in case when com-
munication is initiated by the consumer to solve  his problems were studied on the example of telecommunications 
companies. These expectations were divided into six groups, and a comparative quantitative assessment of con -
sumer expectations and the actual quality of communication was made. A low  level of satisfaction with new ways 
of communication between companies and consumers was detected, and factors influencing consumer attitudes 
were identified. In general, the study showed that the formed factors determine the priority directions of transfor -
mation of the communication practices of companies and are the basis for the balance of technologies and human 
resources at the enterprise.

Keywords: маркетинговые коммуникации, удовлетворенность потребителей, marketing communications, consumer satisfaction, цифровые коммуникации, коммуникационная деятельность, digital communications, consumer satisfaction research, communication activities, automation of the communication process, исследование удовлетворенности потребителей, автоматизация коммуникационного процесса