Integral Evaluation of Service Marketing Objects
DOI:
https://doi.org/10.26906/EiR.2021.2(81).2295Keywords:
integrated assessment, competitiveness, marketing of servicesAbstract
There is unprecedented growth of service industry in the past few decades. In order to win the competition, a service company needs to have more opportunities (scope of activities). There is a need for a comprehensive assessment of competing service companies by different characteristics. Purpose of the article is to offer a method of integrated assessment of objects of marketing services for a set of components that characterize the scope of activities. The used method of integrated evaluation makes it possible to assess the competitiveness of companies, the quality of customer service and other objects of marketing in the service sector on a set of indicators.
References
Baron, S. and Harris, K. (2017). Consumers as Resource Integrators, Journal of Marketing Management, vol. 24, no. 1/2, p. 113-130 DOI: https://doi.org/10.1362/026725708X273948
Chowhan, S.E. (2015). Marketing of Services, Lulu.com, pp. 33-34
Christopher Lovelock and Jochen Wirtz (2011). Services Marketing: People, Technology, Strategy, 7th ed., Upper Saddle River, New Jersey, Prentice Hall
Dobryanska, V. and Ivanenko, I. (2021). Integrated marketing assessment of product competitivenesspjsc "myrgorod mineral water plant", Efektyvna ekonomika, [Online], vol. 1, available at: http://www.economy.nayka.com.ua/?op=1&z=8535. DOI: 10.32702/2307-2105-2021.1.95 DOI: https://doi.org/10.32702/2307-2105-2021.1.95
Furnham, A.and Milner, R. (2013). The Impact of Mood on Customer Behavior: Staff Mood and Environmental Factors. Journal of Retail and Consumer Services, Vo. 20, p. 634 DOI: https://doi.org/10.1016/j.jretconser.2013.06.001
Gummesson, E. (2008). Exit Services Marketing- Enter Service Marketing, in: Michael Baker and Susan Hart (eds), The Marketing Book, 6th edition, Butterworth-Heinemann, pp 451-471 DOI: https://doi.org/10.1016/B978-0-7506-8566-5.50027-3
Hoffman, D., Bateson, J.E.G., Elliot, G. and Birch, S. (2010). Services Marketing: Concepts, Strategies and Cases (Asia-Pacific ed.), Cengage, pp 226-274
Kapoor, R., Paul, J. and Halder, B. (2011). Service Marketing: Concepts & Practices, Tata McGraw-Hill Education, p. 79;
Liu, X, Xinmei, L. and Zizhen, G. (2013). Emotional Labor Strategies And Service Performance: The Mediating Role Of Employee Creativity. The Journal of Applied Business Research, Vol. 29, No. 5 DOI: https://doi.org/10.19030/jabr.v29i5.8076
Lovelock, C. and Wirtz, J. (2011). Services Marketing: People, Technology, Strategy, p. 14, 7th ed., Upper Saddle River, New Jersey, Prentice Hall.
Rafiq, M. and Ahmed, P.K. Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics. Marketing Intelligence & Planning, Vol. 13, no. 9, pp 4–15 DOI: https://doi.org/10.1108/02634509510097793
Schivinski, Bruno; Langaro, Daniela; Fernandes, Teresa; Guzmán, Francisco (2020). Social media brand engagement in the context of collaborative consumption: the case of AIRBNB. Journal of Brand Management. 27 (6): 645–661. doi:10.1057/s41262-020-00207-5. ISSN 1479-1803. PMC 7474324. DOI: https://doi.org/10.1057/s41262-020-00207-5
Vargo, S. L. and Robert F. Lusch. (2008). Service-dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, Vol. 36, no. 1, pp 1-10 DOI: https://doi.org/10.1007/s11747-007-0069-6
Dobryanska, V., Shynkarenko, R., Muller, M., Kodak, O. (2018). Ethno Cultural Specifics Brand Marketing and Social Development and Promotion Aspects. International Journal of Engineering & Technology; Vol 7, No 4.8 (2018): Special Issue 8, pp 258-262. http://dx.doi.org/10.14419/ijet.v7i4.8.27251
Zeithaml, V. Bitner, M.J. and Gremler, D.D. (2013). Services Marketing: Integrating Customer Focus Across the Firm, 6th ed, New York: McGraw-Hill
Downloads
Published
How to Cite
Issue
Section
