Journal of Marketing and Market Studies 09/2024

Striving for student satisfaction with studies in the conditions of the turbulent environment of higher education institutions and many factors threatening their functioning has become a difficult challenge for modern universities. The need to take effective actions in this process results from the undeniable benefits that high values of student satisfaction indicators imply – for themselves, academic teachers and universities. The main goal of the article is to present the factors that have a decisive impact on student satisfaction and the effects of this phenomenon based on the analysis of secondary sources and the author's survey research. The determinants and effect of student satisfaction identified by the author as well as the presented models are the result of regression analysis. They are presented divided into levels of studies. The article ends with practical recommendations resulting from the research carried out.

The article explores the impact of colour lightness on the perception of product adequacy for consumers in two demographic categories (children versus adults). A pretest preceding the main study identified three demographically neutral objects to be coloured in two lightness variants: light and dark. Subsequently, a series of three studies involving a total of 474 adult participants focused on evaluating a product presented in two colour versions: light and dark, deemed appropriate for children and adults, respectively. The study revealed that light shades of the same colours are considered appropriate for children, while dark shades are perceived as suitable for adults. Thus, the research emphasizes the role of colour lightness in shaping the perception of a product among adult consumers in Poland.

The number of e-consumers, i.e., people using online shopping, has been growing rapidly in Poland over the past few years. This results in an increased demand for courier services. The role of last-mile logistics is to organize and execute the delivery of a shipment to the end customer along the stretch that connects the warehouse to the addressee of the order. Importantly, it affects the customer's perception of the online store. In view of the multitude of last-mile logistics solutions dedicated to e-commerce (e.g., parcel vending machines, click & collect models etc.), it becomes crucial to choose such services that match the expectations and preferences of Polish e-consumers as closely as possible. The purpose of the article is to show the forms and tools of customer deliveries related to last-mile logistics in Polish conditions, as well as to show the influence of the forms of delivery offered by vendors and the performance of last-mile parcel delivery on the buying behaviour of Polish e-consumers. The article also highlights the implications of the realization of last mile logistics services for the functioning of e-commerce. The article presents the results of a quantitative survey of Polish e-consumers. The research confirmed the following research assumptions: (1) Polish e-consumers are most likely to choose parcel machine delivery when making an online purchase; (2) the most preferred operator providing last mile logistics services for e-commerce is the courier company InPost; (3) lack of a preferred form of delivery or courier company result in cancelation of purchases from the previously selected online store; (4) last-mile logistics services affects the final evaluation of the online store by the customer. An important novelty of the research is to show the impact of the last-mile logistics on the overall evaluation by customers of the online store and on customer satisfaction with their purchases.

The aim of the publication is to discuss, on the basis of selected literature, the essence of innovation, the essence of innovation culture, to explain the interrelation of these issues, to discuss the essence of innovation management in the environment of innovative culture. The following research methods were used to achieve this goal: critical and cognitive analysis of selected literature on the subject, descriptive method, comparative method and designing socio-economic models and systems method. These methods made it possible to critically interpret basic concepts such as: development, innovation, innovation management, organizational/innovation culture, innovation culture management. On the other hand, the designing socio-economic models and systems method was used to design models: rational management of the innovation process in the environment of innovation culture and a model of integration of innovation culture management and innovation activity in innovative organizations. The above-mentioned structural elements of the article determine its originality. They have important cognitive and utilitarian values for managers, creating (after their application) the possibility of systemic transformation of a traditionally managed organization into an organization managed by innovation in the environment of innovative culture.

The contemporary political scene, strongly influenced by dynamic social, cultural and technological changes, requires modern political marketing strategies. The October 2023 general election is a prime example of this trend. Political marketing, an important part of the electoral process, is changing under the influence of evolving technologies and new forms of interactive communication. In today's society, where information moves at lightning speed and interactions take place mainly in the digital space, politics faces the challenge of reaching a diverse electorate. Evolving technologies are opening new horizons and creating challenges for political marketing. Social media plays a key role, not only as an information platform, but also as a space for social debate. Artificial intelligence and data analytics are opening up previously unimaginable possibilities – allowing a precise understanding of voter preferences, but also creating space for information manipulation. The future of political marketing is an evolution of the way campaigns are run. The introduction of new technologies and interactive communication will significantly change political marketing strategies, leading to more personalised, effective and engaging campaigns that better meet voters' needs and expectations. Understanding these changes is important to support the values that modern states represent.