Customer awareness and customer satisfaction are generally important attributes for the success and competitiveness of any business. In some sectors, they are studied very intensively; in others, they are neglected. In the field of transport services, it is important that the attitudes of customers are sufficiently monitored because public passenger transport has a lot of individual competition. Only satisfied customers can prefer public transportation over their own. In this context, this contribution analyses customer requirements and their satisfaction with bus public transport in the Slovak Republic. The opinions of customers are supplemented in this article with those of strategic managers. We ascertained customer requirements through questionnaire surveys. Using theoretical knowledge, we established hypotheses, which were subsequently verified using the selected statistical methods. Based on the findings, we proposed the concept of the target perspective of the BSC system for bus transport companies in the Slovak Republic in an effort to increase their competitiveness. Our procedure was also based on knowledge that is the output of various research studies in this area. Their results show that marketing strategies are considered the most important part of strategic management. Today, it is common in many industries that all business entities offer the same product at the same price under approximately the same technological conditions and with the assistance of equally well-equipped personnel. Therefore, a correctly set marketing strategy can also be the key to business success in transport services. The methods used in this paper were analysis, synthesis, questionnaire surveys, and the selected managerial and statistical methods. Our goal was to propose a concept of the customer perspective of the BSC system based on the analysis of customer requirements. We are convinced that the results of our survey can contribute to increasing the competitiveness of not only bus carriers in Slovakia, but also in other EU countries.

Contemporary consumer society is deeply intertwined with the concepts of money and shopping, which are closely related yet often studied separately. Despite their interconnectedness, there is a notable gap in research that simultaneously addresses financial literacy as a tool for effective money management and informed shopping decisions. This study investigates the relationship between these concepts through theoretical analysis and an empirical survey conducted in the Slovak Republic. Given the similarities in business environments across V4 countries, we posit that our findings may have broader applicability. Survey results were analysed using selected statistical methods, including the chi-square test of independence, to test hypotheses related to financial literacy. Where dependencies were identified, contingency coefficients were used to quantify their strength. Additionally, predictive models of financial literacy levels of two types were developed. Firstly, models were created for both predictive and explanatory purposes using the CHAID classification tree and logistic regression demonstrating high performance, clarity, and interpretability. Secondly, several prediction models using advanced machine learning techniques were created for highly precise predictions of financial literacy levels.

Background and aim: This study examines the impact of the digital world on the purchasing behaviour of Generation Z, with a specific focus on the Slovak context. While existing literature often analyses global or non-Slovak populations, this work provides a contextually grounded analysis of how digital exposure, online marketing communications and social networks shape the purchasing preferences of Slovak Generation Z consumers. Novelty and contributions: First comprehensive analysis in Slovakia linking digital environment exposure, social media marketing communications, and Generation Z purchase preferences within a clearly defined national context. We integrate context-specific variables (local digital infrastructure, cultural norms, and marketing practices) to identify regionally relevant determinants of online consumer behaviour. We formulate and test hypotheses about the interactions between digital experiences and online marketing channels to produce actionable insights for Slovak marketers and e-commerce platforms. Research problem and uniqueness: Problem: How do specific elements of the digital environment influence the purchasing decisions of Generation Z in Slovakia, and which online channels and content types are most effective for this demographic in the local context? Uniqueness: No prior Slovak study has systematically mapped the interrelations between digital exposure, marketing communication on social networks, and purchasing preferences of Generation Z in a local setting. This work contributes to understanding culturally and economically specific factors shaping digital purchasing behaviour in Slovakia. Methods: Quantitative study based on a questionnaire survey with a representative Slovak sample. Hypotheses are tested using appropriate statistical analyses to explore relationships between digital exposure, social network marketing communications, and Generation Z purchasing preferences. Expected results and practical implications: Identification of the most influential digital channels and content types for Slovak Generation Z consumers. Practical recommendations for local brands and e-commerce platforms to optimise digital campaigns targeting Slovak youth; insights into cultural nuances in consumer behaviour within Slovakia.

We are meeting with the term globalization for many years. The globalization process sets in motion goods, services, financial flows, information, through globalization come to the mobility of people, the workforce and globalization is also a power drive to move the whole world. This paper deals with the contribution of globalization to the EU market. The aim is to find out to what extent EU countries are involved in world trade. It also points to the position of the World Trade Organization, which is the only organization connecting the countries of the world, with the aim strengthening of world trade and ensuring its liberalization. We assume that the EU as the largest integration group in the world will play an important role in world trade and that EU countries will be among the top 10 world players. The document contains an analysis of the EU’s position in world trade. The methodology used is based on comparing the export shares of the top 10 world trade countries and assessing how the countries of the EU positioned on the scale in 2018. The discussion deals with assessing the findings and estimating the situation in the future.

Research background: Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations.Purpose of the article: The article deals with the analysis of marketing activities and tools that are applied in the conditions of non-profit organizations. In the case of applicable marketing tools, we will also address the question of whether it is necessary to modify traditional marketing tools in the environment of non-profit organizations. The aim of the article is to analyse the most frequently applied marketing tools in the environment of non-profit organizations.Methods: Descriptive methods as well as comparative methods are used in the analysis in order to compare them with the commercial sector. In this article, we work with the hypothesis that the application of the marketing concept will be different compared to profit-oriented marketing and we assume that marketing strategies will require a certain degree of modification.Findings & Value added: Based on the performed analysis, we will evaluate the findings of this issue and suggest other options for the implementation of marketing tools in the environment of non-profit organizations.

On an international scale, it can be argued that the key currency of business entities is human resources. They are a dominant part of corporate assets. They are also decisive determinants of competitiveness if they work with adequate performance, which is influenced by motivation. Managers are aware of this and pay increased attention to the study of factors that increase the performance and motivation of employees. In Slovakia, the importance of human resources increased gradually after the transformation of the economy to market conditions; currently, the management of human resources corresponds to international standards. However, it is necessary to increase attention in the management of some areas that personnel managers have competence in. Motivation can be included among these. The submitted contribution deals with the motivation of employees, as the subject area is not sufficiently addressed in the conditions of the Slovak Republic. According to the analysis of motivational processes in selected manufacturing companies operating in Slovakia, changes are proposed in the motivational system to increase employee motivation. The aim is to reveal the important aspects of motivational policy. To achieve the research objective, a qualitative study of data collection was carried out using an unstructured questionnaire survey. A questionnaire was used to develop the hypotheses. After data collection, established hypotheses were tested using the chi-square test of independence. The data were analysed using descriptive and inferential statistics. According to the analysis, proposals for changes in the incentive system were developed. The recommendations are presented in the form of individual concrete proposals and measures in various areas within motivational processes, which, after implementation, have the potential to increase the level of employee motivation.