| Abstract [eng] |
The aim of the work is to define the value created by the business process management of the online gambling companies for the customer. The work consists of theoretical, methodological and empirical parts. In the theoretical part, the concepts of business process management and customer value, the business specifics of online gambling and the interaction of the first two topics in the context of the third topic are examined in detail. The methodological part describes the purpose of the research, tasks, research process and strategy. The empirical study consists of two parts: the analysis of the gambling business environment in Lithuania and the data collected during the interview study. In this scientific work, a systematic, comparative analysis of scientific literature sources, analysis of the business environment, interview research and subsequent analysis of the collected problems, search for identified problem solutions that could be implemented using business process management are carried out. After analysing the scientific literature, it became clear that online gambling companies must constantly reassess and reorganize their main technical business processes - registration, movement of funds, identity verification and service - through the prisms of legal regulation, customer service availability, time cost savings and ease of use, and thus create the latter the best possible experience and satisfaction that meets the requirements of legal acts. During the analysis of secondary data and interviews of external experts, the aim was to investigate the role of online gambling business process management in creating value for the customer, to identify the components of the Lithuanian online gambling system and the processes taking place in it, and to propose ways of solving challenges in this area through the prism of creating value for the customer. During the research, it was found that the world of online gambling in Lithuania is characterized by already quite optimal main processes, which were improved as a response to extremely strict legislative and state regulation on the main issues of the company's activities. The interaction of these two components determined the long-standing and currently existing acute lack of adequate protection of the well-being of customers, which does not prevent a part of users from becoming pathological gamblers and thus suffering both financially and psychologically. The latter problem must be solved by creating new business processes, so in this place the phenomenon of business process management acquires a critical importance in relation to the client's well-being with the idea of providing him with the greatest possible value - safer online gambling. The author of the work presented three recommended directions, the implementation of which could help to solve the biggest problem in the online gambling world in this century - the issue of protecting the well-being of the client. |
