оценка качества торгового обслуживания клиентов на примере

ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ǻǬDz 339.18
ǩǩDz 65.291.212
ʴ.ʗ.ʡ˛˞ˎ
ʡˋ˘ˏ˓ˏˋ˝˨˕˙˘˙˗˓ˢː˜˕˓ˠ˘ˋ˞˕
ǼȄdzǻǸǮ ǸǮȅdzǿȀǰǮ ȀǼǾDZǼǰǼDZǼ ǼǯǿǹȁǴǶǰǮǻǶȍ
ǸǹǶdzǻȀǼǰ ǻǮ ǽǾǶǺdzǾdz ȀǼǾDZǼǰǼDZǼ ǽǾdzDzǽǾǶȍȀǶȍ
ǶȞȍȕȒȈ ȒȈȟȍșȚȊȈ ȖȉșȓțȎȐȊȈȕȐȧ ȧȊȓȧȍȚșȧ ȖȌȕȖȑ Ȑȏ ȗȘȐȖȘȐȚȍȚȕȣȝ ȏȈȌȈȟ
Ȋ ȌȍȧȚȍȓȤȕȖșȚȐ ȚȖȘȋȖȊȖȋȖ ȗȘȍȌȗȘȐȧȚȐȧ. Ǫ șȚȈȚȤȍ ȘȈșșȔȈȚȘȐȊȈȍȚșȧ ȗȘȖȞȍșș
ȖȞȍȕȒȐ ȒȈȟȍșȚȊȈ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈ ȗȘȐȔȍȘȍ ȌȐșȒȈțȕȚȍȘȈ. ǰșșȓȍȌțȍȚșȧ
ȊȓȐȧȕȐȍ ȒȘȐȚȍȘȐȍȊ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈ țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȤ ȗȖȒțȗȈȚȍȓȍȑ.
DzȓȦȟȍȊȣȍ șȓȖȊȈ: ȒȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ, ȥȒșȗȍȘȚȕȣȍ
ȔȍȚȖȌȣ ȖȞȍȕȒȐ, ȒȘȐȚȍȘȐȐ ȖȉșȓțȎȐȊȈȕȐȧ ȒȓȐȍȕȚȖȊ, țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȤ
ȗȖȒțȗȈȚȍȓȍȑ, țȘȖȊȍȕȤ ȖȉșȓțȎȐȊȈȕȐȧ.
ʜ.ʗ.Krug
Ph.D.inEconomics
EVALUATION OF THE QUALITY OF CUSTOMER SERVICE
AS AN EXAMPLE OF COMMERCIAL ENTERPRISE
Evaluation of the quality of customer service as an example of business
Evaluation of the quality of service is a priority in the activities of commercial
enterprise. The article deals with the process of assessing the quality of service on
the example of the discounter. Examines the impact of service criteria for
customer satisfaction.
Key words: quality of trading service, expert evaluation methods, criteria of
customer service, customer satisfaction, service level.
DzȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈșȍȓȍȕȐȧ ȖȗȘȍȌȍȓȧȓȖșȤ ȒȈȒ
«ȔȐȕȐȔȈȓȤȕȖȍ ȊȘȍȔȧ, ȏȈȚȘȈȟȍȕȕȖȍ ȕȈ ȗȘȐȖȉȘȍȚȍȕȐȍ ȚȖȊȈȘȖȊ Ȑ ȒȖȔȜȖȘȚ
ȖȉșȓțȎȐȊȈȕȐȧ», ȒȈȒ «ȞȍȓȖșȚȕȣȑ ȒȖȔȗȓȍȒș ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȖȚ
ȜȖȘȔȐȘȖȊȈȕȐȧ ȗȖȚȘȍȉȕȖșȚȍȑ ȕȈ ȐȏȌȍȓȐȧ ȌȖ ȖȒȖȕȟȈȚȍȓȤȕȖȑ ȗȖȌȋȖȚȖȊȒȐ ȍȋȖ
ȗȖȚȘȍȉȐȚȍȓȦ», ȐȓȐ ȒȈȒ ȖȗȚȐȔȐȏȈȞȐȦ ȏȈȚȘȈȚ ȗȖȒțȗȈȚȍȓȍȑ ȕȈ șȜȍȘț
ȖȉșȓțȎȐȊȈȕȐȧ» [5]. ǵȍȒȖȚȖȘȣȍ ȈȊȚȖȘȣ ȒȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ
ȕȈșȍȓȍȕȐȧ
ȗȘȍȌȓȈȋȈȓȐ
ȖȞȍȕȐȊȈȚȤ
«ȒȈȒ
șȚȍȗȍȕȤ
țȌȖȊȓȍȚȊȖȘȍȕȐȧ
ȖȉȡȍșȚȊȍȕȕȖȑ ȐȓȐ ȓȐȟȕȖȑ ȗȖȚȘȍȉȕȖșȚȐ Ȋ ȗȘȖȞȍșșȍ ȗȘȐȖȉȘȍȚȍȕȐȧ
ȔȈȚȍȘȐȈȓȤȕȣȝ ȉȓȈȋ» [2, 4].
Ǫ 90-ȝ ȋȖȌȈȝ, ȐȏȊȍșȚȕȣȑ ȘȖșșȐȑșȒȐȑ ȥȒȖȕȖȔȐșȚ ȗȘȖȜ. Ǩ. ǰ. DzțȕȈȍȊ
ȊȊȍȓ Ȋ ȕȈțȟȕțȦ ȚȍȖȘȐȦ ȕȖȊȖȍ ȗȖȕȧȚȐȍ, ȖȗȐșȣȊȈȦȡȍȍ Ȋșȍ Țȍ Ȏȍ ȈșȗȍȒȚȣ
ȚȖȘȋȖȊȖȑ ȌȍȧȚȍȓȤȕȖșȚȐ – ȒȈȟȍșȚȊȖ ȗȖȚȘȍȉȐȚȍȓȤșȒȐȝ țșȓțȋ Ȋ ȘȖȏȕȐȟȕȖȑ
ȚȖȘȋȖȊȓȍ [2]. ǷȖ ȍȋȖ ȔȕȍȕȐȦ, ȥȚȖȚ ȗȖȒȈȏȈȚȍȓȤ ȊȒȓȦȟȈȍȚ ȚȘȐ șȖșȚȈȊȓȧȦȡȐȍ
ȍȋȖ ȒȖȔȗȖȕȍȕȚȈ: ȒȈȟȍșȚȊȖ ȚȖȊȈȘȖȊ Ȑ țșȓțȋ; ȈșșȖȘȚȐȔȍȕȚ ȚȖȊȈȘȖȊ Ȑ țșȓțȋ;
șȐșȚȍȔȈ ȖȒȈȏȈȕȐȧ ȗȖȚȘȍȉȐȚȍȓȤșȒȐȝ țșȓțȋ.
85
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ǹȖȋȓȈșȕȖ ȚȍȖȘȍȚȐȟȍșȒȐȔ ȗȖșȚȘȖȍȕȐȧȔ ȗȘȖȜ. Ǩ. ǰ. DzțȕȈȍȊȈ, ȊȊȖȌȐȔȖȍ
ȐȔ ȗȖȕȧȚȐȍ «ȒȈȟȍșȚȊȖ ȗȖȚȘȍȉȐȚȍȓȤșȒȐȝ țșȓțȋ Ȋ ȘȖȏȕȐȟȕȖȑ ȚȖȘȋȖȊȓȍ» Ȋ
ȖșȕȖȊȕȖȔ ȖȗȐșȣȊȈȍȚ ȚȈȒȖȍ ȧȊȓȍȕȐȍ, ȒȈȒ ȒȈȟȍșȚȊȖ ȘȈȉȖȚȣ ȚȖȘȋȖȊȖȑ
ȖȘȋȈȕȐȏȈȞȐȐ.
ǪȖ ȔȕȖȋȖȔ ș ȕȐȔ ȗȍȘȍȒȓȐȒȈȍȚșȧ Ȑ ȖȗȘȍȌȍȓȍȕȐȍ ȗȖȕȧȚȐȧ «ȒȈȟȍșȚȊȖ
ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈșȍȓȍȕȐȧ», ȒȖȚȖȘȖȍ ȍȡȍ Ȋ 1981ȋ. ȗȘȍȌȓȈȋȈȓ
ǹ. Ǫ. DzțȘȈȒ. ǶȕȖ, ȗȖ ȍȋȖ ȔȕȍȕȐȦ, ȗȘȍȌșȚȈȊȓȧȍȚ șȖȉȖȑ șȖȊȖȒțȗȕȖșȚȤ ȚȈȒȐȝ
ȜȈȒȚȖȘȖȊ, ȒȈȒ ȒȈȟȍșȚȊȖ ȚȖȊȈȘȖȊ; ȘȈȞȐȖȕȈȓȤȕȖșȚȤ ȚȖȘȋȖȊȖ-ȚȍȝȕȖȓȖȋȐȟȍșȒȖȋȖ
ȗȘȖȞȍșșȈ; ȒȈȟȍșȚȊȖ ȔȈȚȍȘȐȈȓȤȕȖ-ȚȍȝȕȐȟȍșȒȖȑ ȉȈȏȣ ȚȖȘȋȖȊȓȐ; ȒȈȟȍșȚȊȖ
ȚȘțȌȖȊȖȑ ȌȍȧȚȍȓȤȕȖșȚȐ ȚȖȘȋȖȊȣȝ ȘȈȉȖȚȕȐȒȖȊ Ȑ țșȓȖȊȐȧ ȚȖȘȋȖȊȖȋȖ
ȖȉșȓțȎȐȊȈȕȐȧ [5].
Ǫ șȊȖȦ ȖȟȍȘȍȌȤ ȗȘȖȜ. Ǻ. ǰ. ǵȐȒȖȓȈȍȊȈ Ȋ ȞȍȓȖȔ ȖȗȘȍȌȍȓȧȍȚ ȗȖȕȧȚȐȍ
«ȒȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ» ȒȈȒ «...șȖȏȌȈȕȐȍ ȕȈ ȒȖȕȒȘȍȚȕȖȔ ȚȖȘȋȖȊȖȔ
ȗȘȍȌȗȘȐȧȚȐȐ ȕȈȐȉȖȓȍȍ ȉȓȈȋȖȗȘȐȧȚȕȣȝ țșȓȖȊȐȑ Ȍȓȧ ȊȣȉȖȘȈ Ȑ ȗȖȒțȗȒȐ
ȕȈșȍȓȍȕȐȍȔ ȕțȎȕȣȝ ȚȖȊȈȘȖȊ Ȑ ȖȒȈȏȈȕȐȍ ȗȘȍȌțșȔȖȚȘȍȕȕȣȝ țșȓțȋ. ǷȖȕȧȚȐȍ
Ȏȍ «ȒțȓȤȚțȘȈ ȚȖȘȋȖȊȓȐ», ȗȖ ȍȨ ȔȕȍȕȐȦ, ȔȖȎȕȖ ȖȗȘȍȌȍȓȐȚȤ ȒȈȒ «șȗȖșȖȉȕȖșȚȤ
ȖȚȘȈșȓȐ ȕȈȐȉȖȓȍȍ ȗȖȓȕȖ, ș șȖȉȓȦȌȍȕȐȍȔ ȖȉȡȍșȚȊȍȕȕȣȝ ȐȕȚȍȘȍșȖȊ,
țȌȖȊȓȍȚȊȖȘȧȚȤ ȚȘȍȉȖȊȈȕȐȧ ȗȖȚȘȍȉȐȚȍȓȍȑ. ǬȈȓȍȍ, ȘȈȏȊȐȊȈȧ șȊȖȐ ȗȖȓȖȎȍȕȐȧ,
ȗȘȖȜ. Ǻ. ǰ. ǵȐȒȖȓȈȍȊȈ ȗȘȐȝȖȌȐȚ Ȓ ȔȕȍȕȐȦ, ȟȚȖ «ȒțȓȤȚțȘȈ ȚȖȘȋȖȊȖȋȖ
ȖȉșȓțȎȐȊȈȕȐȧ... ȧȊȓȧȍȚșȧ șȖșȚȈȊȓȧȦȡȍȑ Ȑ ȗȖȕȧȚȐȧ «ȒȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ
ȖȉșȓțȎȐȊȈȕȐȧ Ȑ ȗȖȕȧȚȐȧ «ȒțȓȤȚțȘȈ ȚȖȘȋȖȊȓȐ». ǶȕȈ ȖȗȘȍȌȍȓȧȍȚșȧ șȚȍȗȍȕȤȦ
ȘȈȏȊȐȚȐȧ ȗȘȖȋȘȍșșȐȊȕȣȝ ȜȖȘȔ Ȑ ȔȍȚȖȌȖȊ ȗȘȖȌȈȎȐ, ȒȈȟȍșȚȊȖȔ țșȓȖȊȐȑ,
șȖȏȌȈȕȕȣȝ
Ȍȓȧ
ȗȖȒțȗȈȚȍȓȍȑ,
ȒȈȟȍșȚȊȖȔ
țȗȘȈȊȓȍȕȐȧ
ȚȖȘȋȖȊȣȔ
ȖȉșȓțȎȐȊȈȕȐȍȔ, țȔȍȓȖ ȗȘȍȗȖȌȕȖșȐȔȖȑ ȘȍȒȓȈȔȖȑ Ȑ ȐȕȜȖȘȔȈȞȐȍȑ,
ȗȘȖȜȍșșȐȖȕȈȓȐȏȔȖȔ ȒȈȌȘȖȊ, ȊȣȗȖȓȕȍȕȐȍȔ ȖȉȧȏȈȕȕȖșȚȍȑ ȗȘȖȌȈȊȞȈȔȐ,
ȒțȓȤȚțȘȖȑ ȖȉȡȍȕȐȧ, ȖȘȋȈȕȐȏȈȞȐȍȑ ȐȏțȟȍȕȐȧ șȗȘȖșȈ» [3].
ǶȞȍȕȒȈ ȒȈȟȍșȚȊȈ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȗȖȒțȗȈȚȍȓȍȑ ȗȘȖȊȖȌȐȓȖșȤ ȕȈ
ȗȘȐȔȍȘȍ ǶǶǶ «ǽȖȘș», ȒȖȔȔȍȘȟȍșȒȖȑ ȖȘȋȈȕȐȏȈȞȐȐ, țșȗȍȠȕȖ ȘȈȏȊȐȊȈȦȡȍȑșȧ
Ȋ ȋ. ǩȓȈȋȖȊȍȡȍȕșȒȍ, ǨȔțȘșȒȖȑ ȖȉȓȈșȚȐ Ȑ ȊȝȖȌȧȡȍȑ Ȋ șȖșȚȈȊ șȍȚȐ
ȌȐșȒȈțȕȚȍȘȖȊ ȜȖȘȔȈȚȈ «DzȥȠ ȥȕȌ DzȥȘȘȐ».
ǨȕȈȓȐȏȐȘțȍȔȖȍ ȚȖȘȋȖȊȖȋȖ ȗȘȍȌȗȘȐȧȚȐȍ ȘȈșȗȖȓȖȎȍȕȖ Ȋ ȞȍȕȚȘȍ ȋȖȘȖȌȈ,
ȟȚȖ șȗȖșȖȉșȚȊțȍȚ ȗȘȐȊȓȍȟȍȕȐȦ ȉȖȓȤȠȍȑ ȟȐșȓȍȕȕȖșȚȐ ȗȖȒțȗȈȚȍȓȍȑ. ǼȈșȈȌ
Ȋșȍȝ ȔȈȋȈȏȐȕȣ ȚȖȘȋȖȊȖȑ șȍȚȐ ȊȣȗȖȓȕȍȕȣ Ȋ ȍȌȐȕȖȑ șȚȐȓȍȊȖȑ ȕȈȗȘȈȊȓȍȕȕȖșȚȐ.
ǵȈȌ ȊȝȖȌȖȔ ȘȈȏȔȍȡȍȕȈ ȧȘȒȈȧ ȒȘȈșȕȈȧ ȊȣȊȍșȒȈ, ȝȖȘȖȠȖ ȏȈȔȍȚȕȈȧ ș ȗȘȖȍȏȎȍȑ
ȟȈșȚȐ, ȘȧȌȖȔ ș ȊȝȖȌȖȔ ȘȈȏȔȍȡȍȕ ȋȘȈȜȐȒ ȘȈȉȖȚȣ ȚȖȘȋȖȊȖȋȖ ȗȘȍȌȗȘȐȧȚȐȧ.
ǪȖȏȓȍ ȔȈȋȈȏȐȕȈ ȖȉȖȘțȌȖȊȈȕȈ ȗȓȖȡȈȌȒȈ Ȍȓȧ ȚȘȈȕșȗȖȘȚȈ ȗȖȒțȗȈȚȍȓȍȑ, ȟȚȖ
ȖȚȓȐȟȈȍȚ ȔȈȋȈȏȐȕ ȖȚ ȒȖȕȒțȘȐȘțȦȡȐȝ ȗȘȍȌȗȘȐȧȚȐȑ, ȘȈșȗȖȓȖȎȍȕȕȣȝ Ȋ
ȌȈȕȕȖȔ ȘȈȑȖȕȍ ȋȖȘȖȌȈ.
86
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
Ǫ ȔȈȋȈȏȐȕȍ ȐȔȍȍȚșȧ ȌȖșȚȈȚȖȟȕȖ ȗȘȖșȚȖȘȕȈȧ ȏȖȕȈ Ȍȓȧ țȒȓȈȌȒȐ
ȖȚȖȉȘȈȕȕȖȑ ȗȘȖȌțȒȞȐȐ ȗȖȒțȗȈȚȍȓȧȔȐ Ȋ șțȔȒȐ, ȐȔȍȍȚșȧ ȒȈȔȍȘȈ ȝȘȈȕȍȕȐȧ
ȓȐȟȕȣȝ Ȋȍȡȍȑ ȗȖȒțȗȈȚȍȓȧȔȐ. Ǫ ȔȈȋȈȏȐȕȍ ȐșȗȖȓȤȏțȦȚșȧ ȘȈȏȓȐȟȕȣȍ ȊȐȌȣ
ȔȍȝȈȕȐȟȍșȒȖȋȖ ȖȉȖȘțȌȖȊȈȕȐȧ: ȚȍȓȍȎȒȐ, ȒȖȘȏȐȕȣ Ȍȓȧ ȖȚȉȖȘȒȐ ȗȖȒțȗȈȚȍȓȧȔȐ
ȗȘȖȌțȒȞȐȐ Ȋ ȚȖȘȋȖȊȖȔ ȏȈȓȍ.
Ǫ șȈȔȖȔ ȔȈȋȈȏȐȕȍ ȘȈȉȖȚȈȍȚ ȌȘțȎȕȣȑ ȒȖȓȓȍȒȚȐȊ, ȟȐșȓȍȕȕȖșȚȤ ȒȖȚȖȘȖȋȖ
ȖȚȕȖșȐȚȍȓȤȕȖ
șȚȈȉȐȓȤȕȈȧ.
Ǫșȍ
ȗȘȖȌȈȊȞȣ,
ȔȍȘȟȈȕȌȈȑȏȍȘȣ
Ȑ
ȈȌȔȐȕȐșȚȘȈȚȐȊȕȣȑ ȗȍȘșȖȕȈȓ ȖȌȍȚ Ȋ șȗȍȞȐȈȓȤȕțȦ țȕȐȜȖȘȔț, ț Ȋșȍȝ ȐȔȍȦȚșȧ
ȉȍȑȌȎȐȒȐ, Ȍȓȧ țȌȖȉșȚȊȈ ȖȉȡȍȕȐȧ ș ȗȖȒțȗȈȚȍȓȧȔȐ. ǷȘȈȒȚȐȟȍșȒȐ ȊȍșȤ
ȖȉșȓțȎȐȊȈȦȡȐȑ ȗȍȘșȖȕȈȓ ȐȔȍȍȚ ȊȣșȠȍȍ ȖȉȘȈȏȖȊȈȕȐȍ Ȑ ȉȖȓȤȠȖȑ ȖȗȣȚ
ȘȈȉȖȚȣ Ȋ ȚȖȘȋȖȊȓȍ.
ǹ ȞȍȓȤȦ țșȚȈȕȖȊȓȍȕȐȧ ȗȘȐȟȐȕ ȕȍȊȣȗȖȓȕȍȕȐȧ ȗȓȈȕȈ ȘȍȈȓȐȏȈȞȐȐ,
ȗȘȐȕȧȚȖ ȘȍȠȍȕȐȍ ȗȘȖȊȍșȚȐ ȐșșȓȍȌȖȊȈȕȐȍ ȗȖȚȘȍȉȐȚȍȓȍȑ ȔȍȚȖȌȖȔ
ȈȕȒȍȚȐȘȖȊȈȕȐȧ.
ǹ ȞȍȓȤȦ ȉȖȓȍȍ ȋȓțȉȖȒȖȋȖ ȈȕȈȓȐȏȈ ȗȘȖȞȍșșȈ țȗȘȈȊȓȍȕȐȧ ȚȖȘȋȖȊȖȋȖ
ȖȉșȓțȎȐȊȈȕȐȧ ȉȣȓȈ șȖȏȌȈȕȈ ȒȖȔȐșșȐȧ Ȑȏ 7 șȗȍȞȐȈȓȐșȚȖȊ ȘțȒȖȊȖȌȧȡȍȋȖ
șȖșȚȈȊȈ, ȊȣȉȘȈȕȕȣȍ ȒȘȐȚȍȘȐȐ ȉȣȓȐ ȖȞȍȕȍȕȣ ȘțȒȖȊȖȌșȚȊȖȔ ȗȘȍȌȗȘȐȧȚȐȧ ȗȖ
ȏȕȈȟȐȔȖșȚȐ (șȔ. ȚȈȉȓ. 1).
ǺȈȉȓȐȞȈ 1
ǶȞȍȕȒȈ ȊȈȎȕȖșȚȐ ȒȘȐȚȍȘȐȍȊ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ
DzȘȐȚȍȘȐȐ
ǪȕȍȠȕȐȑ ȊȐȌ
ȗȍȘșȖȕȈȓȈ
ǶȗȍȘȈȚȐȊȕȖșȚȤ
ȘȈșȟȍȚȖȊ ȏȈ
ȗȖȒțȗȒț
ǷȘȖȜȍșșȐȖȕȈȓȐȏȔ
ȗȘȖȌȈȊȞȖȊ
ǪȣȒȓȈȌȒȈ
ȗȘȖȌțȒȞȐȐ
ȀȐȘȖȚȈ
ȈșșȖȘȚȐȔȍȕȚȈ
ǻȘȖȊȍȕȤ Ȟȍȕ
ǰȚȖȋȖ
ȅȒșȗȍȘȚȣ
1
2
5
1
3
4
4
1
5
2
6
3
7
1
ǰȚȖȋȖ
șțȔȔȈ
17
ǪȍșȖȔȖșȚȤ gi
0.12
4
6
6
6
4
2
3
31
0.21
6
5
3
3
3
1
4
25
0.17
2
4
5
4
6
4
5
30
0.20
3
2
2
4
1
5
2
19
0.13
1
21
3
21
1
21
3
21
5
21
6
21
6
21
25
147
0.17
1
ǷȖ ȔȕȍȕȐȦ ȥȒșȗȍȘȚȖȊ, ȕȈȐȉȖȓȍȍ ȊȈȎȕȣȔȐ ȗȖȒȈȏȈȚȍȓȧȔȐ, ȖȚȘȈȎȈȦȡȐȔȐ
ȒțȓȤȚțȘț ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ, ȧȊȓȧȦȚșȧ: ȖȗȍȘȈȚȐȊȕȖșȚȤ ȘȈșȟȍȚȖȊ ȏȈ
ȗȖȒțȗȒț (0,21), ȊȣȒȓȈȌȒȈ ȗȘȖȌțȒȞȐȐ Ȋ ȚȖȘȋȖȊȖȔ ȏȈȓȍ (0,20), țȘȖȊȍȕȤ Ȟȍȕ (0,17)
Ȑ ȗȘȖȜȍșșȐȖȕȈȓȐȏȔ ȗȘȖȌȈȊȞȖȊ-ȒȖȕșțȓȤȚȈȕȚȖȊ (0,17).
87
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ǬȈȕȕȣȔ ȥȒșȗȍȘȚȖȔ ȉȣȓȖ ȗȘȍȌȓȖȎȍȕȖ ȖȞȍȕȐȚȤ ȊȣȌȍȓȍȕȕȣȍ ȒȘȐȚȍȘȐȐ
ȕȈ ȖșȕȖȊȍ ȖȞȍȕȒȐ șȖȚȘțȌȕȐȒȖȊ ȌȐșȒȈțȕȚȍȘȈ (șȔ. ȚȈȉȓ.2). ǶȞȍȕȒȈ
ȖșțȡȍșȚȊȓȧȓȈșȤ ȗȖ 5-ȉȈȓȤȕȖȑ ȠȒȈȓȍ.
ǺȈȉȓȐȞȈ 2
ȅȒșȗȍȘȚȕȈȧ ȖȞȍȕȒȈ ȒȘȐȚȍȘȐȍȊ ȖȉșȓțȎȐȊȈȕȐȧ ȗȖȒțȗȈȚȍȓȍȑ
DzȘȐȚȍȘȐȐ
ǪȍșȖȔȖșȚȤ
gi
ǶȞȍȕȒȈ
ǶȞȍȕȒȈ ȒȘȐȚȍȘȐȧ ș
țȟȍȚȖȔ ȊȍșȖȔȖșȚȐ
ǪȕȍȠȕȐȑ ȊȐȌ ȗȍȘșȖȕȈȓȈ
ǶȗȍȘȈȚȐȊȕȖșȚȤ ȘȈșȟȍȚȖȊ ȏȈ
ȗȖȒțȗȒț
ǷȘȖȜȍșșȐȖȕȈȓȐȏȔ
ȗȘȖȌȈȊȞȖȊ
ǪȣȒȓȈȌȒȈ ȗȘȖȌțȒȞȐȐ
ȀȐȘȖȚȈ ȈșșȖȘȚȐȔȍȕȚȈ
ǻȘȖȊȍȕȤ Ȟȍȕ
ǰȚȖȋȖ
0.12
0.21
4,9
2,1
0,588
0,441
0.17
4,3
0,731
0.20
0.13
0.17
1
4,6
5
4,7
---
0,92
0,65
0,799
4,129
DzȈȒ ȗȖȒȈȏȈȓȈ ȥȒșȗȍȘȚȕȈȧ ȖȞȍȕȒȈ ȒȘȐȚȍȘȐȍȊ ȖȉșȓțȎȐȊȈȕȐȧ ȗȖȒțȗȈȚȍȓȍȑ,
ȕȈȐȉȖȓȍȍ ȊȣșȖȒȖȍ ȏȕȈȟȍȕȐȍ ȐȔȍȍȚ ȒȘȐȚȍȘȐȑ «ȊȣȒȓȈȌȒȈ ȗȘȖȌțȒȞȐȐ» (0,92),
ȟȚȖ ȊȣșȖȒȖ ȖȞȍȕȐȊȈȍȚ ȘȈȉȖȚț ȔȍȘȟȈȕȌȈȑȏȍȘȖȊ ȗȘȍȌȗȘȐȧȚȐȧ.
ǵȈ ȘȐș.1 ȗȘȍȌșȚȈȊȓȍȕȣ ȗȘȐȔȍȘȣ ȊȣȒȓȈȌȒȐ ȗȘȖȌțȒȞȐȐ Ȋ
ȈȕȈȓȐȏȐȘțȍȔȖȔ ȔȈȋȈȏȐȕȍ.
ǸȐș. 1. ǷȘȐȔȍȘȣ ȊȣȒȓȈȌȒȐ ȗȘȖȌțȒȞȐȐ Ȋ ȔȈȋȈȏȐȕȍ
ǵȈ ȊȚȖȘȖȔ ȔȍșȚȍ ȘȈșȗȖȓȖȎȍȕ ȒȘȐȚȍȘȐȑ «țȘȖȊȍȕȤ Ȟȍȕ» (0,799), ȟȚȖ
ȖȚȘȈȎȈȍȚ ȖȉȡțȦ ȗȖȓȐȚȐȒț ȚȖȘȋȖȊȖȑ șȍȚȐ ȗȖ ȗȖȌȌȍȘȎȈȕȐȦ șȘȍȌȕȍȋȖ Ȑ ȕȐȎȍ
șȘȍȌȕȍȋȖ țȘȖȊȕȧ Ȟȍȕ Ȋ șȊȖȐȝ ȔȈȋȈȏȐȕȈȝ. ǺȘȍȚȤȍ ȔȍșȚȖ ȗȖ ȏȕȈȟȐȔȖșȚȐ ȏȈȕȐȔȈȍȚ
88
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ȒȘȐȚȍȘȐȑ «ȗȘȖȜȍșșȐȖȕȈȓȐȏȔ ȗȘȖȌȈȊȞȖȊ» (0,731), ȟȚȖ ȖȚȘȈȎȈȍȚ ȊȣșȖȒȐȑ
țȘȖȊȍȕȤ ȏȕȈȕȐȑ Ȑ ȖȗȣȚ ȘȈȉȖȚȣ ȖȉșȓțȎȐȊȈȦȡȍȋȖ ȗȍȘșȖȕȈȓȈ.
ǵȈȐȔȍȕȤȠȍȍ ȏȕȈȟȍȕȐȍ ȐȔȍȍȚ ȒȘȐȚȍȘȐȑ «ȖȗȍȘȈȚȐȊȕȖșȚȤ ȘȈșȟȍȚȖȊ ȏȈ
ȗȖȒțȗȒț» (0,441), ȟȚȖ ȖȚȘȈȎȈȍȚ ȕȐȏȒȐȑ țȘȖȊȍȕȤ ȥȜȜȍȒȚȐȊȕȖșȚȐ ȘȈȉȖȚȣ
ȒȖȕȚȘȖȓȍȘȖȊ-ȒȈșșȐȘȖȊ
ȈȕȈȓȐȏȐȘțȍȔȖȋȖ
ȗȘȍȌȗȘȐȧȚȐȧ,
ȗȖ
ȔȕȍȕȐȦ
ȈȌȔȐȕȐșȚȘȈȚȐȊȕȖȋȖ ȗȍȘșȖȕȈȓȈ (ȥȒșȗȍȘȚȖȊ).
ǶȌȕȈȒȖ ȖȞȍȕȐȊȈȚȤ ȚȖȘȋȖȊȖȍ ȖȉșȓțȎȐȊȈȕȐȍ ȚȖȓȤȒȖ șȖ șȚȖȘȖȕȣ
ȈȌȔȐȕȐșȚȘȈȚȐȊȕȖȋȖ ȗȍȘșȖȕȈȓȈ ȉțȌȍȚ ȕȍȗȘȈȊȐȓȤȕȣȔ, ȗȖȥȚȖȔț ȉȣȓȖ ȗȘȐȕȧȚȖ
ȘȍȠȍȕȐȍ Ȗ ȗȘȖȊȍȌȍȕȐȐ ȖȗȘȖșȈ șȘȍȌȐ ȗȖȚȘȍȉȐȚȍȓȍȑ ȔȈȋȈȏȐȕȈ.
ǾȍȓȤȦ
ȐșșȓȍȌȖȊȈȕȐȧ
ȧȊȓȧȓȖșȤ
țșȚȈȕȖȊȓȍȕȐȍ
șȚȍȗȍȕȐ
țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȐ ȗȖȚȘȍȉȐȚȍȓȍȑ ȈșșȖȘȚȐȔȍȕȚȖȔ, ȞȍȕȈȔȐ Ȑ ȒȈȟȍșȚȊȖȔ
ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ.
Ǫ ȗȘȖȞȍșșȍ ȐșșȓȍȌȖȊȈȕȐȧ ȉȣȓȐ ȊȣȌȊȐȕțȚȣ șȓȍȌțȦȡȐȍ ȋȐȗȖȚȍȏȣ:
1) ȌȐșȒȈțȕȚȍȘ ȕȍ ȊȣȗȖȓȕȧȍȚ ȗȓȈȕ ȗȖ ȗȘȖȌȈȎȈȔ, ȚȈȒ ȒȈȒ ȞȍȕȖȊȈȧ
ȗȖȓȐȚȐȒȈ ȗȘȍȌȗȘȐȧȚȐȧ ȕȍ țșȚȘȈȐȊȈȍȚ ȗȖȒțȗȈȚȍȓȍȑ, Ȑ ȖȕȐ ȗȘȍȌȗȖȟȐȚȈȦȚ
ȖșțȡȍșȚȊȓȧȚȤ ȗȖȒțȗȒȐ Ȋ ȔȈȋȈȏȐȕȈȝ-ȒȖȕȒțȘȍȕȚȈȝ;
2) ȗȖȒțȗȈȚȍȓȐ ȕȍ ȌȖȊȖȓȤȕȣ țȘȖȊȕȍȔ Ȑ ȒȈȟȍșȚȊȖȔ ȖȉșȓțȎȐȊȈȕȐȧ Ȋ
ȌȐșȒȈțȕȚȍȘȍ;
3) ȗȖȒțȗȈȚȍȓȍȑ ȕȍ țșȚȘȈȐȊȈȍȚ ȈșșȖȘȚȐȔȍȕȚ ȔȈȋȈȏȐȕȈ, ȖȕȐ ȕȍ ȕȈȝȖȌȧȚ Ȋ
ȕȍȔ ȕȍȖȉȝȖȌȐȔȣȍ ȐȔ ȚȖȊȈȘȣ Ȑ ȗȘȍȌȗȖȟȐȚȈȦȚ șȖȊȍȘȠȈȚȤ ȗȖȒțȗȒȐ Ȋ ȔȈȋȈȏȐȕȈȝ
ș ȉȖȓȍȍ ȗȖȓȕȣȔ Ȑ ȠȐȘȖȒȐȔ ȈșșȖȘȚȐȔȍȕȚȖȔ.
Ǫ ȗȘȖȞȍșșȍ ȈȕȒȍȚȐȘȖȊȈȕȐȧ ȗȘȐȕȧȓȖ țȟȈșȚȐȍ 150 ȟȍȓȖȊȍȒ ȘȈȏȕȖȋȖ
ȊȖȏȘȈșȚȈ Ȑ șȖȞȐȈȓȤȕȖȋȖ ȗȖȓȖȎȍȕȐȧ. ǸȍȏțȓȤȚȈȚȣ ȐșșȓȍȌȖȊȈȕȐȧ ȗȘȍȌșȚȈȊȓȍȕȣ
ȚȈȉȓȐȞȍ 3.
ǺȈȉȓȐȞȈ 3
ǹȚȍȗȍȕȤ țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȐ ȗȖȚȘȍȉȐȚȍȓȍȑ ȈșșȖȘȚȐȔȍȕȚȖȔ, ȞȍȕȈȔȐ,
țȘȖȊȕȍȔ ȖȉșȓțȎȐȊȈȕȐȧ
ǶȞȍȕȒȈ
ǷȖȓȕȖșȚȤȦ
țșȚȘȈȐȊȈȍȚ
(5 ȉȈȓȓȖȊ)
ǿȈșȚȐȟȕȖ
țșȚȘȈȐȊȈȍȚ
(3 ȉȈȓȓȈ)
ǵȍ țșȚȘȈȐȊȈȍȚ
(1 ȉȈȓȓ)
ǨșșȖȘȚȐȔȍȕȚ
ȗȘȖȌțȒȞȐȐ
ȟȍȓ
%
129
86
Ǿȍȕȣ ȕȈ
ȗȘȖȌțȒȞȐȦ
ȟȍȓ
%
123
82
ǶȉșȓțȎȐȊȈȕȐȍ
ȗȖȒțȗȈȚȍȓȍȑ
ȟȍȓ
%
9
6
17
11
26
17
68
45
4
3
1
1
73
49
89
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ǺȈȒȐȔ ȖȉȘȈȏȖȔ, ȈȕȒȍȚȐȘȖȊȈȕȐȍ ȗȖȚȘȍȉȐȚȍȓȍȑ ȗȖȒȈȏȈȓȖ ȟȚȖ,
ȉȖȓȤȠȐȕșȚȊȖ ȘȍșȗȖȕȌȍȕȚȖȊ țșȚȘȈȐȊȈȍȚ ȗȘȍȌȓȈȋȈȍȔȣȑ Ȋ ȔȈȋȈȏȐȕȍ ȈșșȖȘȚȐȔȍȕȚ
ȗȘȖȌțȒȞȐȐ (86%) Ȑ ȞȍȕȖȊȈȧ ȗȖȓȐȚȐȒȈ ȗȘȍȌȗȘȐȧȚȐȧ (82 %). ǶȌȕȈȒȖ,
ȖȚȕȖșȐȚȍȓȤȕȖ țȘȖȊȕȧ ȖȉșȓțȎȐȊȈȕȐȧ, șȐȚțȈȞȐȧ ȧȊȓȧȍȚșȧ ȕȍ țȚȍȠȐȚȍȓȤȕȖȑ Ȍȓȧ
ȗȘȍȌȗȘȐȧȚȐȧ. ǪȣȧȊȓȍȕȖ, ȟȚȖ 6 % ȗȖȒțȗȈȚȍȓȍȑ șȟȐȚȈȍȚ țȘȖȊȍȕȤ ȖȉșȓțȎȐȊȈȕȐȧ
Ȋ ȔȈȋȈȏȐȕȍ ȝȖȘȖȠȐȔ, ȗȘȐȟȍȔ 45 % ȖȚȖȏȊȈȓȐșȤ Ȗ ȕȍȔ ȒȈȒ Ȗ șȘȍȌȕȍȔ Ȑ ȗȖȟȚȐ
ȗȖȓȖȊȐȕȈ, Ȉ ȐȔȍȕȕȖ 49 % ȒȈȒ Ȗ ȗȓȖȝȖȔ.
Ǿȍȕȣ Ȋ ȌȐșȒȈțȕȚȍȘȍ țșȚȘȈȐȊȈȦȚ 82 % ȗȖȒțȗȈȚȍȓȍȑ, ȓȐȠȤ 1 % șȟȐȚȈȍȚ
Ȑȝ ȊȣșȖȒȐȔȐ, 17 % ȘȍșȗȖȕȌȍȕȚȖȊ ȖȚȔȍȟȈȦȚ șȘȍȌȕȐȑ țȘȖȊȍȕȤ Ȟȍȕ.
ǹȓȍȌȖȊȈȚȍȓȤȕȖ, ȒȖȥȜȜȐȞȐȍȕȚ țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȐ șȖșȚȈȊȐȚ:
DzțȈșșȖȘȚȐȔȍȕȚȖȔ ȗȘȖȌțȒȞȐȐ=[(129ȝ5)+(17ȝ3)+(4ȝ1)]/(150ȝ5)ȝ100=704/750ȝ100=93,3 %
DzțțȘȖȊȕȍȔ Ȟȍȕ=[(123ȝ5)+(26ȝ3)+(1ȝ1)]/(150ȝ5)ȝ100=694/750ȝ100=0,925*100=92,5%
DzțȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ=[(9ȝ5)+(68ȝ3)+(73ȝ1)]/(150ȝ5)ȝ100=322/750ȝ100=42,93 %
ǹ ȞȍȓȤȦ ȕȈȋȓȧȌȕȖȋȖ ȗȘȍȌșȚȈȊȓȍȕȐȧ ȗȖȓțȟȍȕȕȣȝ ȘȍȏțȓȤȚȈȚȖȊ ȕȐȎȍ
ȗȘȍȌșȚȈȊȓȍȕ ȘȐș. 2.
ǸȐș. 2. ǸȍȏțȓȤȚȈȚȣ țȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȐ ȗȖȚȘȍȉȐȚȍȓȍȑ
ǷȘȖȉȓȍȔȈ ȕȐȏȒȖȋȖ țȘȖȊȕȧ ȖȉșȓțȎȐȊȈȕȐȧ ȕȍ ȧȊȓȧȍȚșȧ ȕȍȖȎȐȌȈȕȕȣȔ
ȘȍȏțȓȤȚȈȚȖȔ Ȍȓȧ ȔȍȕȍȌȎȍȘȖȊ ȔȈȋȈȏȐȕȈ «DzȥȠ ȥȕȌ DzȥȘȘȐ». ǵȈ ȗȍȘȊȣȑ ȊȏȋȓȧȌ,
ȌȈȕȕȈȧ ȗȘȖȉȓȍȔȈ Ȍȓȧ ȗȘȍȌȗȘȐȧȚȐȧ, ȕȈ șȍȋȖȌȕȧȠȕȐȑ ȌȍȕȤ ȖȉȓȈȌȈȦȡȍȋȖ
ȒȖȕȒțȘȍȕȚȕȣȔȐ ȗȘȍȐȔțȡȍșȚȊȈȔȐ șȘȈȊȕȐȚȍȓȤȕȖ ȕȐȏȒȖȑ Ȟȍȕȣ ȚȖȊȈȘȈ, ȕȍ
90
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ȒȈȎȍȚșȧ șȍȘȤȍȏȕȖȑ. ǶȌȕȈȒȖ ȕȍȌȖȊȖȓȤșȚȊȖ ȗȖȒțȗȈȚȍȓȍȑ ȔȖȎȍȚ ȚȈȐȚȤ Ȋ șȍȉȍ
șȒȘȣȚȣȍ ȗȖșȓȍȌșȚȊȐȧ. ǺȈȒ, ȌȈȎȍ ȖȚșȚȖȧȊ Ȋ ȖȟȍȘȍȌȐ ȖȌȕȈȎȌȣ, ț ȗȖȒțȗȈȚȍȓȧ
ȔȖȎȍȚ șȜȖȘȔȐȘȖȊȈȚȤșȧ ȖȋȘȖȔȕȖȍ ȕȍȌȖȊȖȓȤșȚȊȖ, ȒȖȚȖȘȖȍ Ȋ ȗȖșȓȍȌșȚȊȐȍ ȔȖȎȍȚ
ȊȣȓȐȚȤșȧ Ȋ ȕȍȎȍȓȈȕȐȍ ȗȖșȍȚȐȚȤ ȌȈȕȕȣȑ ȔȈȋȈȏȐȕ ȊȕȖȊȤ. ǶșȖȉȍȕȕȖ ȌȈȕȕȖȍ
ȗȘȍȌȗȖȓȖȎȍȕȐȍ ȒȈșȈȍȚșȧ Țȍȝ șȖȞȐȈȓȤȕȣȝ ȋȘțȗȗ, Ȍȓȧ ȒȖȚȖȘȣȝ ȞȍȕȖȊȖȑ ȜȈȒȚȖȘ
ȕȍ șȚȖȐȚ ȕȈ ȗȍȘȊȖȔ ȔȍșȚȍ, ȐȔȍȕȕȖ ȥȚȐ ȓȦȌȐ ȗȘȐȕȖșȧȚ ȗȘȍȌȗȘȐȧȚȐȦ
ȏȕȈȟȐȚȍȓȤȕȣȑ ȌȖȝȖȌ, ȗȖȥȚȖȔț ȕȍȓȤȏȧ ȌȖȗțșȚȐȚȤ Ȑȝ țȝȖȌȈ Ȓ ȒȖȕȒțȘȍȕȚț.
ǺȈȒȐȔ ȖȉȘȈȏȖȔ, ȗȘȖȉȓȍȔȈ ȕȐȏȒȖȋȖ ȒȈȟȍșȚȊȈ ȖȉșȓțȎȐȊȈȕȐȧ Ȋ
ȌȐșȒȈțȕȚȍȘȍ ȧȊȓȧȍȚșȧ ȈȒȚțȈȓȤȕȖȑ. ǶȞȍȕȒȈ ȒȈȟȍșȚȊȈ ȖȉșȓțȎȐȊȈȕȐȧ
ȗȘȖȊȖȌȐȚșȧ Ȋ ȘȈȉȖȚȍ ș ȐșȗȖȓȤȏȖȊȈȕȐȍȔ ȔȍȚȖȌȈ «ǺȈȐȕșȚȊȍȕȕȣȑ ȗȖȒțȗȈȚȍȓȤ»
(Mystery Shopping).
Ǫ șȖȖȚȊȍȚșȚȊȐȐ ș ȘȈȏȘȈȉȖȚȈȕȕȣȔ ȋȘȈȜȐȒȖȔ ȐșșȓȍȌȖȊȈȕȐȧ «ȚȈȑȕȣȍ
ȗȖȒțȗȈȚȍȓȐ» șȖȊȍȘȠȈȓȐ ȗȖȒțȗȒȐ Ȋ ȌȐșȒȈțȕȚȍȘȍ Ȑ ȕȍȗȖșȘȍȌșȚȊȍȕȕȖ ȗȖșȓȍ
ȥȚȖȋȖ ȌȍȓȈȓȐ ȏȈȗȐșȐ Ȋ ȈȕȒȍȚȍ, ȖȞȍȕȐȊȈȧ ȒȈȟȍșȚȊȖ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈ ȒȈșșȍ.
ǺȈȉȓȐȞȈ 4
ǸȍȏțȓȤȚȈȚȣ ȖȗȘȖșȈ ȗȖȒțȗȈȚȍȓȍȑ ȗȖ ȖȞȍȕȒȍ ȒȈȟȍșȚȊȈ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ
ȗȍȘșȖȕȈȓȈ ȚȖȘȋȖȊȖȋȖ ȏȈȓȈ
ǺȍșȚȐȘțȍȔȣȑ ȊȐȏțȈȓȤȕȣȑ ȒȘȐȚȍȘȐȑ ȒȈȟȍșȚȊȈ
ȖȉșȓțȎȐȊȈȕȐȧ
ǪȣȘȈȎȍȕȕȖȍ ȎȍȓȈȕȐȍ ȒȖȕȚȈȒȚȐȘȖȊȈȚȤ ș
ȗȖȒțȗȈȚȍȓȧȔȐ ȗȖ ȊȖȗȘȖșȈȔ ȗȘȖȌȈȎȐ ȚȖȊȈȘȈ
ǰȕȚȍȘȍș Ȓ ȗȘȖȉȓȍȔȈȔ ȗȖȒțȗȈȚȍȓȧ, ȒȖȚȖȘȣȍ Ȗȕ
ȝȖȟȍȚ ȘȍȠȐȚȤ ȗțȚȍȔ ȗȖȒțȗȒȐ ȚȖȊȈȘȈ
ǽȖȘȖȠȈȧ ȜȐȏȐȟȍșȒȈȧ ȜȖȘȔȈ
ǯȕȈȕȐȍ ȗȘȖȌȈȊȈȍȔȣȝ ȚȖȊȈȘȖȊ
ǺȍȘȗȍȓȐȊȖșȚȤ Ȑ ȊȣȌȍȘȎȒȈ
IX
34
DzȖȓȐȟȍșȚȊȖ ȖȚȊȍȚȖȊ
2ǽ
ǯǽ
Ǹi
89
27
2,33
12
44
94
-27,33
86
69
43
42
21
39
21,67
10,00
18
98
34
-5,33
ǪȕȐȔȈȚȍȓȤȕȖșȚȤ
29
93
28
0,33
ǿȍșȚȕȖșȚȤ
36
76
38
-0,67
ǷȘȐȧȚȕȣȑ ȖȉȡȐȑ ȊȕȍȠȕȐȑ ȊȐȌ
103
27
20
27,67
ǪȣȘȈȎȍȕȐȍ ȓȐȞȈ
28
97
25
1,00
ǷȘȐȟȍșȒȈ Ȑ ȔȈȒȐȧȎ
65
70
15
16,67
ǶȌȍȎȌȈ
67
79
4
21,00
ǸȍȟȤ
84
31
35
16,33
ǩȣșȚȘȖȚȈ ȔȣȠȓȍȕȐȧ
43
54
53
-3,33
ǶȗȍȘȈȚȐȊȕȖșȚȤ ȘȈșȟȍȚȈ ȏȈ ȗȖȒțȗȒț
14
17
119
-35,00
ǰȚȖȋȖ:
688
860
552
45,33
ǷȘȐȔȍȟȈȕȐȍ: ȖȚȊȍȚȈȔ X ȗȘȐȌȈȊȈȓȖșȤ ȊȍșȖȊȖȍ ȏȕȈȟȍȕȐȍ IX +1, 2X- 0 Ȑ ǯǽ - (-1).
91
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ǷȘȐȊȍȌȍȕȕȣȍ ȘȍȏțȓȤȚȈȚȣ ȖȗȘȖșȈ ȗȖȒȈȏȣȊȈȦȚ, ȟȚȖ Ȋ ȕȈȐȉȖȓȤȠȍȑ
șȚȍȗȍȕȐ ȘȍșȗȖȕȌȍȕȚȣ ȉȣȓȐ ȕȍȌȖȊȖȓȤȕȣ ȚȈȒȐȔȐ ȈșȗȍȒȚȈȔȐ ȘȈȉȖȚȣ
ȗȘȖȌȈȊȞȖȊ, ȒȈȒ ȕȐȏȒȐȑ țȘȖȊȍȕȤ Ȑȝ ȐȕȚȍȘȍșȈ Ȓ ȗȘȖȉȓȍȔȈȔ ȗȖȒțȗȈȚȍȓȧ,
ȒȖȚȖȘȣȍ Ȗȕ ȝȖȚȍȓ ȉȣ ȘȍȠȐȚȤ ȗțȚȍȔ ȗȖȒțȗȒȐ ȚȖȊȈȘȈ (Ș = – 27,33); ȚȍȘȗȍȓȐȊȖșȚȤ
Ȑ ȊȣȌȍȘȎȒȈ ȗȘȐ ȖȉșȓțȎȐȊȈȕȐȐ ȗȖȒțȗȈȚȍȓȧ (Ș = – 5,33), ȟȍșȚȕȖșȚȤ Ȋ
ȖȉșȓțȎȐȊȈȕȐȐ (Ș = – 0,67), ȉȣșȚȘȖȚȖȦ ȔȣȠȓȍȕȐȧ ȖȉșȓțȎȐȊȈȦȡȍȋȖ ȗȍȘșȖȕȈȓȈ
(Ș = – 3,33) Ȑ ȖșȖȉțȦ ȕȍțȌȖȊȓȍȚȊȖȘȍȕȕȖșȚȤ ȗȖȒțȗȈȚȍȓȐ ȊȣșȒȈȏȈȓȐ
ȖȗȍȘȈȚȐȊȕȖșȚȤȦ ȘȈșȟȍȚȈ ȏȈ ȖȚȖȉȘȈȕȕȣȑ ȚȖȊȈȘ (Ș = – 35,0).
ǵȈȐȉȖȓȍȍ ȉȓȈȋȖȗȘȐȧȚȕȖȍ ȊȗȍȟȈȚȓȍȕȐȍ ȗȘȖȐȏȊȍȓȐ ȕȈ ȗȖȒțȗȈȚȍȓȍȑ ȚȈȒȐȍ
ȟȍȘȚȣ ȗȘȖȜȍșșȐȖȕȈȓȤȕȖȋȖ ȗȖȊȍȌȍȕȐȧ ȗȘȖȌȈȊȞȖȊ ȌȐșȒȈțȕȚȍȘȈ, ȒȈȒ ȝȖȘȖȠȈȧ
ȜȐȏȐȟȍșȒȈȧ ȜȖȘȔȈ (Ș = 21,67), ȏȕȈȕȐȍ ȗȘȖȌȈȊȈȍȔȣȝ ȚȖȊȈȘȖȊ (Ș = 10,0),
ȗȘȐȧȚȕȣȑ ȊȕȍȠȕȐȑ ȊȐȌ (Ș = 27,67), ȗȘȐȟȍșȒȈ Ȑ ȔȈȒȐȧȎ (Ș = 16,67), ȖȌȍȎȌȈ
(Ș = 21,0) Ȑ ȋȘȈȔȖȚȕȈȧ ȘȍȟȤ (Ș = 16,33).
ǹȓȍȌȖȊȈȚȍȓȤȕȖ, ȔȖȎȕȖ șȌȍȓȈȚȤ ȊȣȊȖȌ, ȟȚȖ ȖșȕȖȊȕȣȍ ȗȘȖȉȓȍȔȣ ȒȈȟȍșȚȊȈ
ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȖȉȢȍȒȚȐȊȕȖ ȊȣȚȍȒȈȦȚ Ȑȏ ȗȖȊȍȌȍȕȐȧ ȘȈȉȖȚȕȐȒȖȊ
ȚȖȘȋȖȊȖȋȖ ȏȈȓȈ Ȑ șȊȖȌȧȚșȧ Ȓ ȕȍȗȘȈȊȐȓȤȕȖȔț ȝȈȘȈȒȚȍȘț ȖȉȡȍȕȐȧ Ȋ
ȗȘȖȜȍșșȐȖȕȈȓȤȕȖȔ ȌȐȈȓȖȋȍ «ȗȘȖȌȈȊȍȞ-ȗȖȒțȗȈȚȍȓȤ» Ȑ ȕȍȌȖșȚȈȚȖȟȕȖȔ
ȖȗȍȘȈȚȐȊȕȖȔ ȖȉșȓțȎȐȊȈȕȐȐ ȒȈșșȐȘȖȊ-ȒȖȕȚȘȖȓȍȘȖȊ.
ǪșȨ ȥȚȖ, ȗȘȖȐșȚȍȒȈȍȚ Ȑȏ-ȏȈ ȚȖȋȖ, ȟȚȖ ȗȘȐ ȗȘȖȜȍșșȐȖȕȈȓȤȕȖȑ ȗȖȌȋȖȚȖȊȒȍ
ȗȘȖȌȈȊȞȖȊ Ȑ ȒȈșșȐȘȖȊ, ȒȈȒ ȗȘȈȊȐȓȖ, ȔȈȓȖ ȊȘȍȔȍȕȐ țȌȍȓȧȦȚ
ȗșȐȝȖȓȖȋȐȟȍșȒȖȔț ȚȘȍȕȐȕȋț, Ȉ ȖșȕȖȊȕȖȑ țȗȖȘ ȌȍȓȈȦȚ ȕȈ ȏȕȈȕȐȍ ȚȖȊȈȘȖȊ,
ȒȖȚȖȘȣȍ ȖȕȐ ȘȍȈȓȐȏțȦȚ ȗȖȒțȗȈȚȍȓȦ.
Ǭȓȧ ȉȖȓȍȍ ȋȓțȉȖȒȖȋȖ ȈȕȈȓȐȏȈ, ȉȣȓȈ ȌȈȕȈ ȖȞȍȕȒȈ ȖȗȍȘȈȚȐȊȕȖșȚȐ ȘȈșȟȍȚȈ
ȗȖȒțȗȈȚȍȓȍȑ ȘȈȏȕȣȔȐ șȔȍȕȈȔȐ ȒȈșșȐȘȖȊ ȌȐșȒȈțȕȚȍȘȈ (șȔ. ȚȈȉȓ.5).
ǺȈȉȓȐȞȈ 5
ǶȞȍȕȒȈ ȒȘȐȚȍȘȐȍȊ ȖȉșȓțȎȐȊȈȕȐȧ ȒȓȐȍȕȚȈȔȐ ȘȈȏȕȣȝ șȔȍȕ ȒȈșșȐȘȖȊ
DzȘȐȚȍȘȐȐ
ǴȈȕȍȘȈ ȗȖȊȍȌȍȕȐȧ
ǩȣșȚȘȖȚȈ ȘȈșȟȍȚȖȊ
ǺȖȟȕȖșȚȤ ȘȈșȟȍȚȖȊ
ǪȕȍȠȕȐȑ ȊȐȌ
ǹȘȍȌȕȧȧ ȖȞȍȕȒȈ
1 șȔȍȕȈ
3,8
2,4
3,6
3,8
3,4
2 șȔȍȕȈ
3,2
2,1
3,6
3,4
3,1
ǹȘȍȌȕȧȧ ȖȞȍȕȒȈ
3,5
2,3
3,6
3,6
3,3
ǷȘȐȔȍȟȈȕȐȍ: 4 ȉȈȓȓȈ – ȗȖȓȕȖșȚȤȦ țȌȖȊȓȍȚȊȖȘȍȕȣ, 3 ȉȈȓȓȈ – ȟȈșȚȐȟȕȖ
țȌȖȊȓȍȚȊȖȘȍȕȣ, 2 ȉȈȓȓȈ - ȕȍ țȌȖȊȓȍȚȊȖȘȍȕȣ
DzȈȒ ȗȖȒȈȏȈȓȖ ȐșșȓȍȌȖȊȈȕȐȍ, ȗȖȒțȗȈȚȍȓȐ Ȋ ȉȖȓȤȠȍȑ ȔȍȘȍ țȌȖȊȓȍȚȊȖȘȍȕȣ
ȘȈȉȖȚȖȑ ȒȈșșȐȘȖȊ 1 șȔȍȕȣ (3,4), ȕȍȔȕȖȋȐȔ ȔȍȕȤȠȍ ȗȖȓțȟȐȓȐ șȖȊȖȒțȗȕțȦ
ȖȞȍȕȒț ȒȈșșȐȘȣ 2 șȔȍȕȣ (3,1).
92
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
ȅȚȈȓȖȕȕȖȋȖ ȏȕȈȟȍȕȐȧ ȕȍ ȗȖȓțȟȐȓ ȕȐ ȖȌȐȕ Ȑȏ ȒȘȐȚȍȘȐȍȊ, ȕȈȐȉȖȓȍȍ
ȊȣșȖȒȖȍ ȏȕȈȟȍȕȐȍ ȐȔȍȦȚ ȒȘȐȚȍȘȐȐ: ȚȖȟȕȖșȚȤ ȘȈșȟȍȚȖȊ Ȑ ȊȕȍȠȕȐȑ ȊȐȌ (ȗȖ
3,6), ȔȍȕȤȠțȦ ȖȞȍȕȒț ȗȖȓțȟȐȓ ȒȘȐȚȍȘȐȑ – ȉȣșȚȘȖȚȈ ȘȈșȟȍȚȈ (2,3). ȅȚȖ
ȋȖȊȖȘȐȚ Ȗ ȚȖȔ, ȟȚȖ ȕȍȗȘȖȜȍșșȐȖȕȈȓȐȏȔ ȖȚȌȍȓȤȕȣȝ ȒȈșșȐȘȖȊ ȗȘȐȊȖȌȐȚ Ȓ
ȏȈȔȍȌȓȍȕȐȦ ȗȘȖȞȍșșȈ ȘȈșȟȍȚȈ ȗȖȒțȗȈȚȍȓȍȑ ȏȈ ȊȣȉȘȈȕȕȣȑ ȚȖȊȈȘ Ȑ șȖȏȌȈȍȚ
ȖȟȍȘȍȌȐ, ȟȚȖ ȕȍȋȈȚȐȊȕȖ ȖȚȘȈȎȈȍȚșȧ ȕȈ ȒțȓȤȚțȘȍ ȊșȍȋȖ ȚȖȘȋȖȊȖȋȖ
ȖȉșȓțȎȐȊȈȕȐȧ ȗȖ ȔȈȋȈȏȐȕț. DzȈȒ ȖȚȔȍȟȈȓȐ ȗȖȒțȗȈȚȍȓȐ, ȐȕȖȋȌȈ ȕȍȚ ȎȍȓȈȕȐȧ
ȏȈȝȖȌȐȚȤ Ȋ ȔȈȋȈȏȐȕ ȏȈ ȗȘȖȌțȒȚȈȔȐ ȗȐȚȈȕȐȧ, ȗȖșȒȖȓȤȒț ȗȘȐȝȖȌȐȚșȧ ȌȖȓȋȖ
ȎȌȈȚȤ ȘȈșȟȍȚȈ ț ȒȈșșȣ.
ǺȈȒȐȔ ȖȉȘȈȏȖȔ, Ȋ ȘȍȏțȓȤȚȈȚȍ ȗȖȊȍȌȍȕȕȖȋȖ ȐșșȓȍȌȖȊȈȕȐȧ ȔȖȎȕȖ șȌȍȓȈȚȤ
ȊȣȊȖȌ Ȗ ȚȖȔ, ȟȚȖ ȊȕȍȠȕȐȑ ȊȐȌ Ȋșȍȝ ȉȍȏ ȐșȒȓȦȟȍȕȐȧ ȒȈșșȐȘȖȊ ȌȐșȒȈțȕȚȍȘȈ
șȖȖȚȊȍȚșȚȊțȍȚ ȗȘȍȌȢȧȊȓȧȍȔȣȔ ȚȘȍȉȖȊȈȕȐȧȔ. ǶȚȕȖșȐȚȍȓȤȕȖ țȔȍȕȐȧ ȘȈȉȖȚȈȚȤ
ȏȈ ȒȈșșȖȑ ȔȈȒșȐȔȈȓȤȕȣȍ ȖȞȍȕȒȐ ȗȖȓțȟȐȓȐ ȖȚȌȍȓȤȕȣȍ ȒȈșșȐȘȣ ȗȍȘȊȖȑ șȔȍȕȣ,
ț ȖșȚȈȓȤȕȣȝ ȒȈșșȐȘȖȊ ȗȘȐ ȘȈȉȖȚȍ ȏȈ ȒȈșșȖȑ șțȡȍșȚȊțȦȚ ȖȗȘȍȌȍȓȍȕȕȣȍ
ȗȘȖȉȓȍȔȣ (ȕȐȏȒȈȧ șȒȖȘȖșȚȤ ȘȈșȟȍȚȈ ȐȓȐ ȕȍȊȕȐȔȈȚȍȓȤȕȖșȚȤ ȗȘȐ ȗȘȖȉȐȚȐȐ
ȚȖȊȈȘȈ). Ǫ ȈȕȈȓȐȏȐȘțȍȔȖȔ ȗȘȍȌȗȘȐȧȚȐȐ ȒȈșșȣ ȘȈșȗȖȓȖȎȍȕȣ Ȋ ȜȖȘȔȍ ȚȈȕȌȍȔȈ,
Ȍȓȧ ȥȒȖȕȖȔȐȐ ȗȓȖȡȈȌȐ ȚȖȘȋȖȊȖȋȖ ȏȈȓȈ Ȑ țȊȍȓȐȟȍȕȐȧ ȗȖȒțȗȈȚȍȓȤșȒȖȋȖ ȗȖȚȖȒȈ.
ǴȈȕȍȘȈ ȗȖȊȍȌȍȕȐȧ ȒȈșșȐȘȖȊ ȗȍȘȊȖȑ șȔȍȕȣ ȊȣȏȊȈȓȈ ȉȖȓȤȠȍȍ țȌȖȊȓȍȚȊȖȘȍȕȐȍ
ȗȖȒțȗȈȚȍȓȍȑ, Ȋ ȖȚȓȐȟȐȍ ȖȚ ȘȈȉȖȚȣ Ȑȝ ȒȖȓȓȍȋ. ǷȘȐ ȥȚȖȔ, Ȋșȍ ȘȈȉȖȚȕȐȒȐ ȚȖȟȕȖ
ȘȈșșȟȐȚȣȊȈȦȚ Ȑ ȊȣȌȈȦȚ șȌȈȟț ȗȖȒțȗȈȚȍȓȧȔ.
ǶȚȕȖșȐȚȍȓȤȕȖ ȊȕȍȠȕȍȋȖ ȊȐȌȈ ȗȘȖȌȈȊȞȖȊ Ȑ ȒȈșșȐȘȖȊ ȕȐȒȈȒȐȝ ȏȈȔȍȟȈȕȐȑ
ȕȍȚ, Ȋșȍ șȖȚȘțȌȕȐȒȐ ȔȈȋȈȏȐȕȈ ȖȌȍȚȣ Ȋ ȍȌȐȕțȦ ȜȐȘȔȍȕȕțȦ ȜȖȘȔț, ȐȔȍȦȚ
ȐȔȍȕȕȖȑ ȉȍȑȌȎ Ȑ ȒȍȗȒț. ǯȈ ȕȈȘțȠȍȕȐȍ ȗȘȈȊȐȓ ȕȖȠȍȕȐȧ ȍȌȐȕȖȑ ȜȖȘȔȣ
ȘȈȉȖȚȕȐȒȖȊ șȚȘȖȋȖ ȕȈȒȈȏȣȊȈȦȚ.
Ǫ ȖȚȕȖȠȍȕȐȐ ȗȘȖȌȈȊȞȖȊ ȚȖȘȋȖȊȖȋȖ ȗȘȍȌȗȘȐȧȚȐȧ ȗȖȒțȗȈȚȍȓȧȔȐ,
ȗȘȐȕȧȊȠȐȔȐ țȟȈșȚȐȍ Ȋ ȖȗȘȖșȍ, ȉȣȓȖ ȖȚȔȍȟȍȕȖ, ȟȚȖ ȖȚȌȍȓȤȕȣȍ ȗȘȖȌȈȊȞȣ
ȊȖȖȉȡȍ ȕȍ țȔȍȦȚ ȊȍșȚȐ șȍȉȧ Ȋ ȒȖȕȜȓȐȒȚȕȣȝ șȐȚțȈȞȐȧȝ, ȕȍȒȖȚȖȘȣȍ Ȑȏ ȕȐȝ
ȕȍȗȘȐȊȍȚȓȐȊȣ, ȕȍȌȖȉȘȖȎȍȓȈȚȍȓȤȕȣ Ȑ ȕȍȚȍȘȗȍȓȐȊȣ ȗȖ ȖȚȕȖȠȍȕȐȦ Ȓ
ȗȖȒțȗȈȚȍȓȦ. ǸȍȏțȓȤȚȈȚȣ ȗȘȖȊȍȌȍȕȕȖȋȖ ȐșșȓȍȌȖȊȈȕȐȧ ȧȊȓȧȦȚșȧ ȖșȕȖȊȈȕȐȍȔ
țȚȊȍȘȎȌȈȚȤ Ȗ ȕȍȖȉȝȖȌȐȔȖșȚȐ ȗȘȖȊȍȌȍȕȐȧ ȔȍȘȖȗȘȐȧȚȐȑ ȕȈȗȘȈȊȓȍȕȕȣȝ ȕȈ
ȐȏȔȍȕȍȕȐȍ șȓȖȎȐȊȠȍȑșȧ șȐȚțȈȞȐȐ. ǺȈȒ, ȗȖ ȔȕȍȕȐȦ ȗȖȒțȗȈȚȍȓȍȑ, ȧȊȓȧȍȚșȧ
ȕȍȖȉȝȖȌȐȔȣȔ ȗȖȊȣșȐȚȤ șȒȖȘȖșȚȤ ȘȈȉȖȚȣ ȒȈșșȐȘȖȊ ȏȈ ȒȈșșȖȑ, țȓțȟȠȐȚȤ
ȔȈȕȍȘț ȗȖȊȍȌȍȕȐȧ ȗȘȖȌȈȊȞȖȊ ȗȘȐ ȖȉșȓțȎȐȊȈȕȐȐ ȗȖȒțȗȈȚȍȓȍȑ.
dzǰǺǭǸǨǺǻǸǨ
1. ǬȎȖțȕȏ ǫ. ǺȖȘȋȖȊȣȑ ȉȐȏȕȍș. / ǷȍȘ ș Ȉȕȋȓ. – Ǵ.: ǰǵǼǸǨ-Ǵ, 2006. – 250 ș.
2. DzțȕȈȍȊ Ǩ.ǰ. DzȖȕȒțȘȍȕȚȕȣȍ ȗȘȍȐȔțȡȍșȚȊȈ Ȋ ȘȖȏȕȐȟȕȖȑ ȚȖȘȋȖȊȓȍ. – Ǵ.: ǴǫǻDz, 2005.
– 350 ș.
93
ʦː˛˜˚ː˕˝˓ˍ˦ʤˋ˞˕˓˓ʥˌ˛ˋ˒˙ˍˋ˘˓˪.͞2.2013PerspectivesofScienceandEducation.͞2.2013
3. ǵȐȒȖȓȈȍȊȈ Ǻ.ǰ. ǺȖȘȋȖȊȓȧ ȗȖȚȘȍȉȐȚȍȓȤșȒȐȔȐ ȚȖȊȈȘȈȔȐ: ȗȘȖȉȓȍȔȣ ȘȈȏȊȐȚȐȧ Ȑ
șȖȊȍȘȠȍȕșȚȊȖȊȈȕȐȧ. – ǭȒȈȚȍȘȐȕȉțȘȋ: ǻǫȅǻ, 2006. – 350 ș.
4. ǸȣșȍȊ ǵ.Ȇ. ǨȒȚȐȊȕȣȍ ȗȘȖȌȈȎȐ. - ǹǷȉ.: ǷǰǺǭǸ, 2005. – 275 ș.
5. ǹȈȓȐȍȊ Ȁ.Ǩ. DzȈȟȍșȚȊȖ ȚȖȘȋȖȊȖȋȖ ȖȉșȓțȎȐȊȈȕȐȧ ȕȈșȍȓȍȕȐȧ Ȑ ȚȍȝȕȖȓȖȋȐȧ ȘȖȏȕȐȟȕȖȑ
ȗȘȖȌȈȎȐ. – Ǫ Ȓȕ. ǪȈșȐȓȤȍȊșȒȐȍ ȟȚȍȕȐȧ: ȕȈȞȐȖȕȈȓȤȕȣȍ ȚȘȈȌȐȞȐȐ Ȋ ȚȖȘȋȖȊȓȍ,
ȥȒȖȕȖȔȐȒȍ, ȗȖȓȐȚȐȒȍ Ȑ ȒțȓȤȚțȘȍ. ǿȈșȚȤ 1. ǴȈȚȍȘȐȈȓȣ ȒȖȕȜȍȘȍȕȞȐȐ. Ǵ.: ǸǫǺȅǻ,
2005.
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Rysev N.Iu. Aktivnye prodazhi [Active sales]. Saint-Petersburg., Peter, 2005. 275 p.
Saliev Sh.A. Kachestvo torgovogo obsluzhivaniia naseleniia i tekhnologiia roznichnoi
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Proceedings., Moscow., RGTEU, 2005.
ǰȕȜȖȘȔȈȞȐȧ Ȗȉ ȈȊȚȖȘȍ
DzȘțȋ ȅȓȍȖȕȖȘȈ ǨȓȍȒșȈȕȌȘȖȊȕȈ (ǸȖșșȐȧ, ǩȓȈȋȖȊȍȡȍȕșȒ) – DzȈȕȌȐȌȈȚ ȥȒȖȕȖȔȐȟȍșȒȐȝ
ȕȈțȒ, ȌȖȞȍȕȚ ȒȈȜȍȌȘȣ ȥȒȖȕȖȔȐȒȐ Ȑ țȗȘȈȊȓȍȕȐȧ. ǩȓȈȋȖȊȍȡȍȕșȒȐȑ ȋȖșțȌȈȘșȚȊȍȕȕȣȑ
ȗȍȌȈȋȖȋȐȟȍșȒȐȑ țȕȐȊȍȘșȐȚȍȚ. ǭ-mail: eleonora_krug@mail.ru.
Information about the author
Krug Eleonora Alexsandrovna (Russian Federation, Blagoveshchensk) – Ph.D. in
Economics, associate professor of the Department of economics and management.
Blagoveshchensk state pedagogical university. ǭ-mail: eleonora_krug@mail.ru.
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