Articles

• Exploring Digital Maturity Perception vs. Reality in Hungarian SMEs

  1-12

  Ádám Péntek

  Sándor Kovács

  András Helmeczi

  Tamás Kovács

  Views:

  209

  The research aimed to explore how the digitalization development of micro, small, and medium-sized enterprises (SMEs) in Hungary relates to their perceived digital readiness, and what role the size of the enterprise plays in this relationship. During the data collection, structured questionnaire data were collected from 207 enterprises, which were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The reliability of the measurement model was adequate (Cronbach alpha: 0.728–0.915; AVE: 0.579–0.792), and the discriminatory validity was verified by several procedures (e.g., HTMT values: 0.425–0.641). According to the results of the structural model, actual digitalisation had a negative, significant relationship with perceived digital readiness (β = -0.444; p < 0.001) and perceived adaptability (β = -0.501; p < 0.001). The size of the enterprise also had a significant impact on the perception of adaptability (β = 0.363; p < 0.001) and also played an intermediary role in the model. The results suggest that more advanced businesses are more critical of their situation, while smaller companies tend to overestimate their digital capabilities. The research contributes to a deeper understanding of the distortions of digitalization self-assessment and the foundation of targeted development interventions.

  pdf (Hungarian)

  112

• The experience motivations of Generation Z tourists

  Márta Kóródi

  Ádám Kálmán Sánta

  Gábor Balázs Hevessy

  Katalin Vargáné Csobán

  Views:

  79

  Experience motivations based on the hierarchy of needs receive different emphasis in different stages of the life cycle. The basis for the creation of experiences is variety, activity and connection, as travel motivations in addition to the need for relaxation and rest. From the perspective of tourism product development, it is increasingly difficult to form homogeneous demand groups and offer them segment-specific experiences. The examination of the tourism experience behavior of the recently entered generation Z, which is formulated as a research question, is an urgent problem. The analysis of the responses related to experience motivation from the medium-sized sample of the targeted generation provides an opportunity to identify and group the motivations and images from the experience behavior of the age group, and to determine segment specificity. Based on the value and intensity of the individual experience attitudes, four main segments can be distinguished in the surveyed generation Z sample: those who mainly seek calm, safe relaxation, those who mainly get to know each other, those who mainly seek relationships and those who mainly seek challenges. The results of the research contribute to a more precise definition of the experiential behavior of Generation Z tourists.

  pdf (Hungarian)

  33

• Modern communication strategies and business relationship development in higher education: experiences of corporate partners of the University of Debrecen

  24-32

  Anikó Ilona Kiss

  Mihály Soós

  Views:

  30

  The quality of communication channels in the B2B sector plays a fundamental role in determining the success of collaborations. With the rapid advancement of digitalization, it has become inevitable for higher education institutions to rethink and modernize their communication practices with business partners. The aim of our research was to map the currently used communication tools and processes, with a particular focus on how well they meet the expectations of today’s business environment and how they could be improved in the future.

  Through semi-structured interviews conducted with the corporate partners of the University of Debrecen, we gained deeper insight into how inter-institutional communication works in practice, what challenges arise, and what development needs are identified by the stakeholders involved. The findings highlighted that, although existing tools are often functional, there is a clear demand for a consciously designed, innovative, and flexible communication system.

  Our research is future-oriented: our goal is to formulate development proposals that support higher education institutions in building more dynamic, technologically supported, yet human-centered communication with their partners. These modern communication models could not only enhance institutional competitiveness but also provide students with more valuable and authentic networks for engaging with the business sector.

  pdf (Hungarian)

  19

• The status and challenges of the digitalization of rural areas in Hungary

  33-44

  Dániel Fróna

  Dorina Fróna-Hadas

  Laura Mihály-Karnai

  Views:

  74

  The aim of this study is to explore the economic and social impacts of digitalization in rural areas of Hungary, with particular attention to the role of infrastructural development, digital skills, opportunities for the younger generation, and the adaptability of rural enterprises. The research is based on secondary data analysis, drawing from national and international databases to examine the current state, challenges, and opportunities of rural digitalization. The findings reveal that, although infrastructural improvements—especially in broadband network coverage—have brought significant progress, the digital transition is still hindered by a lack of financial resources, insufficient digital competencies, and limited access to technological innovation. The study emphasizes that digitalization in rural areas is not merely a matter of technology but also a strategic tool for promoting social equity and territorial cohesion. Accordingly, the author proposes the implementation of complex, targeted, and community-oriented development policies to support inclusive rural digital transformation.

  pdf (Hungarian)

  40

• Is loyalty measurable? The importance and effective assessment of customer satisfaction

  45-57

  Barbara Zsófia Stefán

  Views:

  39

   Customer satisfaction is one of the key factors of corporate competitiveness and long-term business success in the 21st century. The rapid advancement of digitalization and the increasing expectations of consumers further emphasize the need to measure and improve satisfaction. The aim of this research is to examine which factors influence customer satisfaction in the case of a specific company, and how discrepancies between service quality and customer expectations can be identified. The study focuses on the gap between perceived service quality and customer perception, for which the GAP model and the SERVQUAL scale provided the theoretical and methodological framework. The research is based on both secondary and primary data collection; the primary research was conducted using a questionnaire, measuring customer perceptions across five key dimensions: reliability, responsiveness, assurance, empathy, and tangible elements. The results indicate that the company has a fundamentally strong customer satisfaction base, particularly in terms of employee expertise and the quality of communication. However, areas for improvement were identified regarding the accuracy of information provision and customer communication, which are also relevant from the perspective of service gaps. The study highlights that properly applied measurement models not only enable the assessment of satisfaction levels but also serve as effective tools for the targeted improvement of service quality.

  pdf (Hungarian)

  24

• Practical experiences of business performance measurement in Hungarian e-commerce

  58-75

  Rita Csáki-Darabos

  Views:

  13

  In E-commerce is gaining ground all over the world, and its role in the global economy is growing. However, it is important to note that the current inflationary environment puts e-commerce at a disadvantage compared to traditional sales. Rising prices for food and everyday goods have been reflected in consumers' shopping baskets, while e-commerce has seen increased demand for cheaper substitute products. This has reduced basket value and made it difficult to meet performance targets. As traditional stores have grown in importance, e-commerce's share of total trade has fallen from a record high of 10.4% in 2021 to 9.6% in 2022. It is forecast that, within ten years, 30% of retail sales will be made online. These changing shopping habits will present challenges for business leaders. The research aims to determine the extent to which e-commerce businesses in Hungary are influenced by performance measurement tools and systems, how these tools and systems are used, how they improve performance, and their impact on the achievement of corporate performance objectives. It is particularly important to examine which areas can be improved and which pose barriers or risks to achieving targets. In order to make key decisions, business leaders require information on the most impactful factors and those that will help them to achieve their goals. To achieve this, it is necessary to assess companies' current performance improvement and measurement practices and the results achieved, as well as identifying the interrelationships between the different factors. This research was conducted through a questionnaire survey of e-commerce businesses. Based on the responses, the factors that contribute most to effective management were investigated, highlighting the performance improvement and measurement tools on which these businesses should focus.

  The questionnaire-based survey comprised a total of 24 items, organized into two main sections. The first section focused on collecting general background information, while the second section aimed to assess practices related to performance measurement and evaluation. This latter section included questions concerning performance objectives, performance-inhibiting and risk factors, the tools and methods used for performance measurement, operational, financial, and market-based performance outcomes, as well as the evaluation of measured performance.

  A total of 224 valid responses were collected. During the data analysis, principal component analysis (PCA) was employed to reduce the dimensionality of the variable groups. Closely related variables were grouped into single components based on their intercorrelations. Subsequently, a dependent variable was defined, and the Backward elimination method was applied to identify those principal components that best explained the variance in the dependent variable. Cluster analysis was conducted to form distinct groups, and the financial, asset-related, and income-related indicators of the resulting clusters were examined. These clusters were later utilized in hypothesis testing. Improved profitability, increasing returns, and enhanced financial performance were observed in Cluster 2. For enterprises within this cluster, the introduction of new products, the establishment of long-term growth objectives, and the monitoring of website visits and customer complaints were considered particularly important. These findings suggest that such factors should be given special consideration by enterprises operating in online marketplaces.

  pdf (Hungarian)

  6