Introduction. The relevance of this article is related to the development of neuro-technologies in the conditions of the formation of a new technological order. This creates an opportunity for the development and improvement of the effectiveness of neuromarketing in transport service organizations in the context of the global crisis.  In this article, we will take into account that neurotechnologies are one of the priority areas of development in the conditions of a new technological order.

The hypothesis of this article is the statement that the use of neurotechnologies (in particular, neuromarketing) in the field of transport services can increase the comfort, safety of transport services, economic efficiency of transport organizations.

The aim of the work is to increase the effectiveness of the use of neuro-marketing in transport organizations.

To achieve this goal, the article solves the following tasks:

- research of the essence and clarification of key concepts of neuromarketing;

- classification of transport services is carried out in the interests of marketing management;

- a methodology for analyzing the possibility of using neuromarketing methods in the field of transport services is proposed

The object of the article is neuromarketing.

The subject of the work is the application of neuromarketing in the field of transport services.

The analysis of scientific publications on the topic of this article shows the following. Researchers believe that the development of neurotechnologies may lead to the emergence of new industries in industry [1, pp. 393-400].

Experts believe that the development of neuromarketing leads to the transformation of the traditional concept of marketing [2, pp. 19-26]. Analysts believe that neurotechnologies can be used in the management of the functioning of urban transport [3, p. 2-3]. At the same time, marketing management remains an important management tool in the market economy [4, p.2; 5, p.2]. Scientists study neuromarketing and its impact on business processes [6, p. 199-204; 7, p. 284-292; 8, p. 201-220; 9, p. 2; 10, p. 61]. It is noted that neuromarketing is associated with emotions [11, p.2; 12, p. 123-126]. Researchers note that neuromarketing can be part of an organization’s communication policy [13, pp. 116-118].Experts believe that neuromarketing can be used in the study and analysis of customer behavior [14, pp. 172-177]. Analysts express the opinion that neuromarketing is one-time: a new stage in the development of marketing; an innovative approach to influencing consumers [15, pp. 268-272]. Experts draw attention to the fact that neuromarketing can be used to manipulate customers [16, pp. 162-164]. Marketing is considered as an effective management tool [17, p. 2]. The analysis of control systems makes it possible to increase their effectiveness [18, p. 2]. Scientists pay great attention to the development of the theoretical foundations of the service sector [19]. Researchers form methods of designing the service sector in transport [20;21; 22]. Scientists develop neuromarketing methods [23, pp. 182-192; 24, pp. 44-63; 25; 26, pp. 45-57; 27, pp. 24-40; 28, pp. 1-18; 29, pp. 502-521; 30, pp. 65-83].

Method. Marketing in the 21st century is one of the sciences and forms of management in the organization.  F. Kotler expresses the opinion that, in a broad sense, marketing appears as a philosophy of market activity aimed at more complete satisfaction of consumers in trade: “Marketing is a type of human activity aimed at satisfying needs and needs through exchange” [4, p. 9, 38].

Marketing has been actively used in Russian management since the early 1990s. Russian experts believe that the role of marketing is that marketing is designed to bring production in line with demand. At the same time, the efforts of the marketing services of organizations are aimed at creating such an assortment of goods that would meet the general demand. In addition, scientists express the opinion that marketing is aimed at finding the most effective combination of traditional and new products. Therefore, marketing serves as the basis for making a decision to expand production volumes, modernize products or take them out of production, contributes to the development and implementation of enterprise development plans. In general, it is believed that systematic and effective marketing raises the culture of entrepreneurial activity, allows enterprises to effectively use resources to achieve goals, and harmonize the goals of the organization with the requests of customers [5, p. 3].

In the 21st century, due to the complexity of trade, production and social relations, there is a differentiation of forms and methods of marketing.

The researchers note that industrial marketing was aimed at meeting the existing, well-known needs of buyers.

Post-industrial marketing reveals hidden (latent) and creates new customer needs based on new materials and technological capabilities provided to manufacturers of goods and services by scientific and technological progress (mobile communications, Internet, etc.).

Neuromarketing can be considered one of the directions of post-industrial marketing. As is known, attempts to register customer reactions have been made since the 1970s, however, the concept of “neuromarketing” was used in 2002 by Professor Ail Smidts of Erasmus University of Rotterdam, who proposed this concept to denote the commercial use of neurobiology methods, neuroimaging technology, brain mapping. He believed that the main task of neuromarketing is to better understand the buyer, his reaction to marketing factors by directly measuring processes in the brain and on this basis to increase the effectiveness of commercial application of marketing methods by studying the reaction of the brain. In neuromarketing communications, four channels for obtaining information by the buyer are used and investigated (hearing; sight; touch; smell.

Neuromarketing as one of the new directions of marketing is a system of methods for researching customer behavior [6] based on the study of the impact on it and emotional and behavioral reactions to this impact, based on developments and research in the fields of marketing, cognitive psychology and neurophysiology [7-8].

There are several points of view on the essence and content of modern neuromarketing. Thus, some researchers believe that the goals of neuromarketing are:

- search for ways to objectively determine consumer preferences without using subjective methods of obtaining information about them;

- the formation of advertising slogans and messages in such a way as to encourage the consumer to purchase a product or service even before the buyer realizes and determines his position.

Other researchers believe that neuromarketing is a structural element of neuroeconomics, which, based on neuroisearch, provides economic actors with objective information about consumer behavior and preferences of consumers of their goods and services. At the same time, neuroeconomics itself is considered as a science that applies the achievements and tools of neurobiology in economics in order to understand the reasons for making unreasonable and unprofitable decisions by a person.

At the same time, some researchers emphasize that the use of technical means and neuro-scanning technologies in neuromarketing (eye tracking, polygraph, electroencephalography, etc.) for neuromarketing research opens up the possibility to determine the assessment of reactions and neurophysiological correlates of perception and decision-making, human interaction, their emotional and rational behavior, including consumer behavior.telic behavior.

Another part of the researchers focuses on the fact that neuromarketing opens up prospects for the development of mechanics and behavioral models, the creation of a concept to consolidate the desired behavioral models through game elements and mechanics, as well as other behavioral effects (perception, attention, cognitive presets). At the same time, it is believed that gamification itself (mastering skills through the game) is 75% based on psychology and 25% based on specially developed technologies.

Experts say that there are also negative properties of neuromarketing. Criticism of neuromarketing methods includes ethical issues. As a result of the application of the neuromarketing method, it is possible to violate the privacy of privacy (violation of confidentiality, discrimination on a physiological basis).

Domestic researchers note that foreign researchers believe that human behavior is determined not by reason, but by his emotions. This led to the formation of neuromarketing as a new science. Within the framework of neuro-marketing, based on the study of the biochemistry of emotional reactions of buyers, first of all, merchants can effectively influence all five human senses, using positive stimuli in the form of smells, music, colors, product layouts for sales growth.  In addition, Russian scientists conduct a systematic analysis of: neuromarketing goals; neuromarketing achievements; ways of development and models of neuromarketing research; problems of ethics of such research [10, с. 61].

Russian researchers describe the influence of neuromarketing tools on achieving commercial success in trading by taking into account the emotional component more accurately when using advertising technologies [12, p.123]. They believe that neuromarketing can also be considered as part of the communicative policy of marketing activities on the Internet [13, p. 116 ]. In general, the essence of neuromarketing is defined as follows: neuromarketing is the key to understanding consumer behavior [14, p. 172].

Neuromarketing can also be presented as an innovative technology of influencing market participants on the consumer. Neuromarketing is considered as a new stage in the development of scientific marketing [15, pp. 268-272].

At the same time, Russian critics of neuromarketing pay attention to the possibility of using its methods to manipulate customers [16, p. 162].

At the same time, experts note that at the beginning of the 21st century, the policy of marketing management of the organization went beyond sales promotion through various advertising methods. Scientists consider it important to further reveal the essence of marketing. This essence of marketing can be expressed in the methodological provisions of marketing [17, p. 11].

In this context, in this article it is appropriate to generalize and develop the methodological provisions of neuromarketing based on the analysis and results of the analysis of literary sources carried out in this article.

Summarizing and structuring all the research conducted and the above in this article, we can conclude that in 2023 modern neuromarketing includes such diverse areas of market and management activities:

- increasing the degree of objectivity in assessing the needs, the degree of satisfaction, reactions to advertising and the product (product or service) of customers through technical measurement of subconscious biological and biochemical reactions of the human body;

- study and explanation of the paradoxical (illogical, inappropriate) behavior of subjects (actors) of production and market activity in various production and market situations;

- training, synthesis of methods of training consumers and staff of organizations based on games (gamification of activities);

- research and limitation of sources and development of methods to reduce the risks of creating tools for manipulating participants in industrial and market relations within the framework of neuromarketing research and practice, etc.

At the same time, it is known that, for example, the marketing of research methods should be defined as the possibility of synthesis, the formation of a complex of techniques, the existence and choice of a certain set of methods and methods to achieve the goal of scientific research, taking into account the amount of available resources, including time [18, p. 12, 36]. This suggests that there may be other forms of marketing in trade marketing, in particular, in the management of scientific research.

For this reason, this article proposes to divide neuromarketing into: trading neuromarketing; managerial neuromarketing.

It is proposed to call managerial neuromarketing a part of management science (along with goal setting and management), which deals with the synthesis and selection of management methods based on the study of biological reactions and behavioral acts of a person (a vehicle driver, a work colleague, a buyer).. It is proposed to form managerial neuromarketing in the interests of improving management efficiency in the presence of restrictions related to the observance of human rights and the exclusion of the possibility of manipulating people.

With this approach, the main tasks of managerial neuromarketing can be identified:

- increasing the degree of objectivity of management decisions by measuring subconscious biological and biochemical reactions of employees and customers by technical means;

- scientific forecasting and minimization of the probability of paradoxical (non-isotonic, illogical, impractical) behavior of subjects and objects of production and market activity management systems in various production and market situations;

- improving the efficiency of the performance of their functions by staff and consumers (including emergency and non-standard situations) by synthesizing training methods based on the gamification of activities (business and other types of games);

- reducing the likelihood of manifestation and limiting damage from sources of risks of creating tools for manipulating the organization’s personnel, participants in production and market relations, etc.

At the same time, the further content of this article will be devoted to the study of the possibility of using neuromarketing methods in the service sector on high-speed rail transport.

At the same time, it will be taken into account that the service sector and service as a rather complex socio-economic phenomenon are the object of study of various sciences: economics, marketing, management, sociology, law, computer science, psychology and other sciences [19]. This opens up opportunities for neuromarketing research and neuromarketing practice in the field of high-speed rail transport services.

At the same time, it should be borne in mind that the theory of railway transport services itself is under development [20;21].

The study of the possibility of using neuromarketing methods in the design and provision of transport services can be based on a comparison of neuromarketing capabilities for solving the tasks defined above. To clarify the prospects of using neuromarketing in a certain field of activity, it is necessary to find out: the possibility of biometric measurements of people’s reactions; the possibility of paradoxical behavior of people in a certain situation; the possibility of gamification of the learning process of people; the existence of methods and tools for controlling the manipulation of people and much more.  At the same time, it is necessary to take into account the essence and content of certain types of transport services. For such an analysis, it is recommended to first divide services into classes, group certain types of services within a certain classification of services.

Classification based on such factors (criteria) should be recognized as the most universal:

1) services can be classified into tradable (on the international market) and non-tradable (local) according to their attractiveness for the international, national, regional transport services market;

2) it is possible to attribute transport services to those provided in the field of industrial production, agriculture, services in the field of service at the place of these services in the structure of the national economy;

3) it is possible to distinguish between maintenance services (for material objects) and social services (for users and staff) depending on the degree of animation of the service object;

4) when using material products in the process of rendering services, it is possible to distinguish between services provided with the use of material and technical means and services provided without their use;

5) it is possible to allocate services at the stages of design (including testing), production, circulation, operation (consumption), modification, disposal of the technical means of the vehicle at the stage of the life cycle of this vehicle;

6) it is possible to distinguish primary (for example, transportation of passengers or cargo) and secondary services (ticket sales or maintenance of technical means of transport services) in relation to the needs of customers;

7) according to the ratio of time periods of primary and secondary services, it is possible to distinguish services preceding the period of service provision (for example, ticket sales), real-time services (passenger service by a conductor), subsequent services (for example, delivery of separately transported luggage).;

8) in the complex of services provided, it is possible to distinguish a key (basic) service (for example, passenger transportation) and related (additional) services (for example, catering services, etc.) at the place of provision of a specific service;

9) it is possible to distinguish between primary services (provided directly to customers) and secondary services (provided to service organizations that directly serve customers) in relation to the customer service process;

10) according to the fact and the amount of profit, commercial services, social services (for example, delivery of a passenger to a train by social taxi), non-commercial services (without making a profit) can be distinguished;

11) service providers may have different legal status, which allows them to provide services to individuals, legal entities and public services;

12) in accordance with the classification of high-speed modes of transport, services on conventional and high-speed rail transport should be distinguished;

13) according to the degree of safety and in relation to ensuring the safety regime, it is possible to distinguish services with regular and non-standard functioning of vehicles and others.

Each of the types of services reflected in this classification has its own: content, specifics, quality requirements, speed of provision of relevant services. This set of characteristics affects the possibility of applying neuromanketing methods in the process of providing relevant services.

A set of services can be defined as a specific set (set) of services performed simultaneously or in a certain sequence (according to an algorithm) to meet the needs of the client by solving his specific task or solving the problem of the customer of the service (client).

Complexes of transport services can perform the following functions:

- ensuring the continuity of the processes of production, circulation and consumption of goods and services within the national and global economy by moving people, goods and their components in space;

- ensuring the safety of the use of transport services by individuals and legal entities through the prevention and control of the probability of failure of vehicles (includes all types of repair of rolling stock, repair of railway tracks, security services, etc.);

- maintaining a certain level of readiness of rolling stock to perform transport operations, ensuring the operability and reliability of the functioning of infrastructure facilities and rolling stock in the framework of technologically diverse transport operations at various stages of operation of transport facilities;

- ensuring the vital activity of customers (for example, passengers) and employees of service organizations in the process of performing transport operations in the national economy and society (maintaining sanitary and hygienic conditions, catering, recreation, leisure);

- ensuring inclusiveness (equal accessibility) of transport services to various strata and categories of the population, including the disabled;

- improving the financial and economic efficiency of the functioning of man-made transport facilities and the economy as a whole.

Technical service services on high-speed rail transport pursue the following goals:

- to increase the competitiveness of rail transport in comparison with aviation and sea, river transport;

- to ensure the safety and reliability of the functioning of man-made facilities of such transport;

- to increase the environmental friendliness (green transport) and the efficiency of the functioning of man-made objects of such transport;

- change the individual characteristics of the functioning of such man-made transport facilities and systems;

-improve the aerodynamic characteristics and/or design of high-speed man-made transport facilities (tuning), etc.

Social services on high-speed rail transport can solve the following tasks:

- to emphasize the social status of the passenger of such transport;

- to increase the competitiveness in terms of comfort of railway transport compared to aviation and sea, river transport;

- to provide safe and comfortable conditions for travel, business trip, etc.;

-to ensure the normal functioning of passengers, etc.

As already noted, services and complexes of services on high-speed rail transport can be classified into services in the normal (normal) mode of operation and services for the prevention and minimization of risks in non-standard (emergency) situations.

Since a person is subject to stress in abnormal (emergency) situations, his behavior may be paradoxical, illogical. This opens up the possibility of widespread use of technical means for registering the level of stress and the nature of reactions, behavior of all categories of participants in emergency transport situations (drivers, passengers, dispatchers, rescuers, etc.).

The use of such a management neuromarketing tool as gamification (game) in teaching behavior in emergency situations can reduce damage and possible human losses in the event of such situations, etc.

If we talk about the design stage of high-speed railway rolling stock, then the use of management neuromarketing methods can make it possible to increase the efficiency of design decisions based on the results of registration by technical means of biochemical actions of the focus group (or testers) on individual characteristics of the rolling stock and modes of their use. For example, it is possible to study the influence of acceleration and braking modes on the passenger’s decision to reuse this type of railway transport.

In the interests of a systematic analysis of the possibility of applying neuromarketing methods at all stages of the life cycle of vehicles, the following methodology can be proposed.

We will proceed from the fact that in each specific case of designing a set of services covering the entire life cycle of a service (or product), the composition (set) the complex of services will be individual.

1. It is recommended to compile a list of services at each stage of the life cycle of the vehicle. If the complex of services and their producers is known for a particular product (or service), a table of the complex of services provided at the corresponding stage of the life cycle can be compiled at each stage of the life cycle.

2. It is recommended to check each of the services of the service package for each of the stages of the life cycle for the following:

- the possibility of technical registration of biochemical characteristics of the contractor’s condition in the process of rendering services;

- evaluate the possibility of gamification of the personnel training process for the provision of this service;

- to assess the possibility of contradictory illogical actions of a person when providing a specific service;

- to assess the possibility of unfair manipulation by service providers in the course of their work.

3. Services (included in the complex of services) for which there is a possibility of: technical registration of biochemical parameters of personnel; gamification of training; illogical actions of personnel and clients or manipulation of personnel are recognized as suitable for research and evaluation using neuromarketing methods.

4. For each service recognized as suitable for research and their provision using neuromarketing methods (according to paragraph3) a recommendation is being developed on the depth and specifics of the use of neuromarketing in the process of research and the process of providing this service.

5. A project for the use of neuromarketing in relation to this service is being developed, including a feasibility study and an assessment of the economic effectiveness of the use of neuromarketing methods in relation to this particular service.

Discussion. Neurotechnologies are one of the directions of development in the conditions of a new technological way.

In the period of the new technological order, we can expect the development of the theoretical foundations of neuromarketing in the field of tansport.

The use of neuromarketing methods in the field of transport can increase the comfort and safety of transport services.

However, it should be borne in mind that the development of neuromarketing can also increase the risks associated with the possibility of manipulating people.

Conclusion. The article investigates the essence and content of modern neuromarketing. The paper proposes to divide modern neuromarketing into two types: market neuromarketing; managerial neuromarketing; The article examines general approaches and forms a methodology for assessing the feasibility and economic feasibility of using neuromarketing methods in the service sector on conventional and high-speed rail transport.

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Все статьи автора «Глущенко Валерий Владимирович»