FEATURES OF INTERNET MARKETING OF THE SERVICE SPHERE

Baranova Svetlana Andreevna 1, Sumina Ekaterina Vladimirovna 2
1 Siberian Federal University, Krasnoyarsk
2 Siberian State Aerospace University, Krasnoyarsk, scientific advisor, Ph.D., associate professor

annotation
The article examines the features of marketing in the service sector, as well as the use of Internet marketing tools. The features of the service sector have been determined and the possibility of using Internet marketing in this area has been substantiated. The components of the company's marketing strategy with the integration of Internet marketing have been determined.

FEATURES OF INTERNET MARKETING IN SERVICE INDUSTRY

Baranova Svetlana Andreevna 1, Sumina Ekaterina Vladimirovna 2
1 Siberian Federal University, Krasnoyarsk
2 Siberian State Aerospace University, Krasnoyarsk, scientific supervisor, Candidate of Economics, Assistant Professor

Abstract
The article discusses the features of marketing services, as well as the use of internet marketing tools. The article determines features of the service sector and proved the possibility of using internet marketing in this area. Components of the marketing strategy of the company with the integration of Internet marketing were identified.

Today, the service sector dominates the economy in all developing countries. V developed countries up to 70% of GDP falls on the service sector. Over the decades, we have seen unprecedented growth in the service industry in virtually every sector, including healthcare, education, finance and banking.

The growth of the service industry is characterized by a focus on customer service, which has pushed product manufacturers to pay more attention to consumers. The famous phrase "the customer is always right" comes from the service industry. The next stage of development was a step towards technology. The most prominent example is hotel service and tourism.

Technology not only helps to scale the business, but also contributes to the standardization of all business processes. At this point, one can observe how the service industries are beginning to adopt the culture of doing business from the industrial sector. Benchmarking for operational efficiency, service quality, reengineering and cost accounting has had a positive impact on the development of the service sector.

Competition in the service industry is sometimes tougher than in the market for goods, since the product has an intangible form, where the assessment can be very subjective. However, despite its high prevalence, in Russia the theoretical base of marketing services is not sufficiently developed. This phenomenon can be justified by the powerful influence of the ideology of Marxism, where preference was given to material production, and the service sector was not perceived as independent. Therefore, research in the field of marketing services is relevant.

Service marketing is a scientific discipline that studies marketing activities businesses that benefit from the provision of services.

The marketing strategy of non-manufacturing companies differs significantly from traditional approaches. This is due to the fact that the manufactured product has a number of distinctive features.

There are several features of the services:

1) Immateriality - the consumer cannot evaluate the service until the moment of rendering;

2) Inability to separate the service from the consumer - the client is present at the time of the service;

3) Fragility - the service cannot be accumulated or bought in reserve, which is the reason for high costs.

These factors influence the marketing of services. Since it is impossible to know anything about a product in advance, the consumer relies only on the marketing message. That is why a careful approach is required when choosing a marketing strategy.

Service marketing objectives can be:

1) Receiving profit and its growth;

2) Increasing the level of customer satisfaction;

3) improving the quality of services provided;

4) Increase in the added value of the service;

5) Building communication with consumers to stimulate the sale of services.

With the development of technology, the Internet has long penetrated into various spheres of life, including marketing. Thanks to this tool, great opportunities open up for both consumers and service providers.

According to F. Kotler, internet marketing is a direct form of marketing, that is, it is one of the promotion tools. The scientist names several features of internet marketing:

1) Individuality - focus on a specific person;

2) Customization - building an offer, taking into account the characteristics of the client;

3) Efficiency - an offer to a client can be made instantly. The advantages of this tool are obvious and in demand all over the world. Traditional marketing is gradually fading into the background. One can observe the transformation of marketing aspects into internet marketing.

Table 1 - Transforming elements of traditional marketing into internet marketing

Marketing element	Traditional Marketing	Internet Marketing
Service	Company business hours only.	Round-the-clock contact with the consumer.
Advertising	Printed products, publications in the media. Limited message size	Wide advertising campaign, with unlimited possibilities for content publishing.
Sales	Direct contact with real consumers.	Video conferencing, online negotiations, Internet correspondence with consumers.
Marketing research	Costly and time-consuming research.	Using free services for collecting opinions, sending online polls.

There are many internet marketing tools out there. Below are the most popular ones:

1) Mailing list. One of the advantages of this tool is the ability to segment target audience... You can adjust the advertising message depending on the geographic location, profession and age of the potential consumer.

2) Search Engine Optimization (SEO) is a powerful tool for attracting targeted users from search sites.

3) SMM. This tool is used to promote on social media (blogs, forums, social networks etc.)

5) Video marketing. Nowadays there is a rapid growth of this internet marketing tool. Potential buyers respond better to video ads than plain text messages.

6) Formation of public opinion. Using this tool, you can form positive image companies and increase awareness among consumers.

Thus, internet marketing has several advantages over traditional marketing. In a highly competitive environment, service providers must carefully build a company's marketing strategy, with particular attention to aspects such as responsiveness and customization to help achieve competitive advantage in the service market.

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The article discusses the specifics marketing research in the real estate appraisal services market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate appraisal services are considered. In the process of forming motivation for the target segment of consumers of real estate appraisal services, it is important to take into account the motives associated with the consumption of this service. The important parameters of a consumer's choice of an appraiser are the professionalism of the personnel, the company's image, and comprehensive availability. The process of consumption of real estate appraisal services includes traditional stages, but has its own specifics. It is shown that the type of appraisal (mandatory or proactive) affects the marketing policy of an enterprise for real estate appraisal. Revealed and substantiated the need to create a marketing service at the enterprise for its successful functioning.

marketing research

marketing

the property

1. Anurin V., Muromkina I., Evtushenko E., Marketing research of the consumer market. - M.-S-Petersburg, - 2006. - p. 29.

2. Badaraeva R.V., Sharaeva A.S. Theoretical aspects assessment of the real estate market in Russia // Young Scientist. - 2016. - No. 4. - S. 336-339.

3. Belyaevsky IK, Marketing research: information, analysis, forecast. - M .: Finance and statistics, 2001., - P.48.

4. Kotler F. Marketing Management. Tutorial... - M .: - 2001. - S. 170

5. Malykhin S.A. The real estate market in Russia. - M .: Vesta-M, 2012, - S. 428.

6. the federal law"About appraisal activities v Russian Federation"No. 135 of July 29, 1998 (with amendments and additions).

The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can be determined only by the consumer (client) who used it. The main goal service marketing is to assist the consumer in assessing various services so that he can make the right choice for himself.

Under modern concept marketing is supposed to focus the economic environment on more efficient and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when providing them.

The real estate market in the Russian Federation is one of the largest segments of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The real estate market in Russia is sensitive to crises and the macroeconomic situation.

The basis of transactions with residential properties is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both noted areas perform a number of important functions for the national economy of the Russian Federation:

· Stimulating demand in the lending market;

· Stimulation of supply in the construction market;

· Stimulating the growth of the money supply in a large number of other economic segments - the sphere of real estate appraisal, production of building materials, varnishes, paints, decoration, wallpaper;

· Solving urgent social problems related to providing citizens with housing.

Thus, the real estate market is one of the most important growth drivers for the country's economy as a whole. A feature of the real estate market is the need to evaluate real estate objects.

The need for real estate appraisal arises when:

· Purchase and sale or lease of an object;

· Corporatization of the enterprise;

· Cadastral assessment;

· Determination of taxation of immovable objects;

· Loans secured;

· Insurance;

Making a real estate object in the form of a contribution to authorized capital enterprises or organizations;

· Attracting investment investments;

· Entry into inheritance rights;

· Resolution of property disputes;

· Liquidation of the enterprise;

· Calculation of the tax amount for real estate objects;

· In other actions that are related to the implementation of the right to real estate.

The process of appraising real estate objects consists in determining the value of the owner's rights to the property. The buyer needs to understand what the value of this property is to him and why.

Real estate transactions are of a private nature, the information offered is not always correct and complete. Therefore, professional independent appraisal real estate is the most demanded type of appraisal activity. But the citizens themselves need to have a certain knowledge base in this area.

Marketing research of the real estate appraisal services market consists of the systematic collection, display and analysis of information necessary for the adoption management decisions at the enterprise. With their help, a strategic marketing asset of the organization is formed, as well as an information resource necessary to ensure more effective work of the appraisal organization in the future.

Service - activity for the production of a product (tangible or intangible), carried out at the request of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.

The enterprise should consider the characteristics of the services when creating a marketing program (Figure 1).

Figure 1- Service characteristics

Factors that affect the demand for real estate appraisal services:

· The price of the service;

· The quality of the service provided;

· Consumer preference;

· Consumer income;

· Saturation of the market with services;

· The interest rate on the deposit, which stimulates consumption or accumulation.

An enterprise needs to find its place in the market in order to reveal its own competitiveness. This concept is understood as the competitive position of the enterprise, which is established in the key areas of its work. Competitiveness directly depends on the market share occupied and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely determines its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal services market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine a specific requirement for marketing and management in the service sector.

In the process of forming motivation for the target segment of consumers of real estate appraisal services, one should take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the execution of work by a professional who will complete it faster, better, and maybe cheaper.

In the market for real estate appraisal services, information awareness raises the level of many factors, for example, such as the qualifications of personnel, the location of the enterprise. But, we must remember about such a property of a service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.

Most Valuable Sources marketing information are activities that allow you to "materialize" the service, the so-called guarantees. This is because the risk of purchasing a service is perceived to be much higher than the risk of purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:

· The personnel who provide the service;

· The complexity of the availability of the enterprise;

· The image of the enterprise.

The process of consumption of an appraisal service, due to its specificity, dictates special requirements for the organization of the enterprise's work, which is natural. Marketing-oriented management argues that in planning the activities of an enterprise, the behavior of its consumers is the starting point.

Due to heightened competition in the real estate appraisal services market, it is necessary to take into account the intention and behavior of the target segment of consumers when determining such parameters as:

· schedule;

· Standards and types of service;

· Requirements for personnel;

· Activities of the marketing complex.

Real estate appraisal activities have a specific feature. There are two types of real estate appraisal (Figure 2).

Figure 2 - Types of real estate appraisal

The consumption process includes the following stages (Figure 3).

Figure 3 - Service consumption process

This service consumption process is applicable to all types of services. But, since the market for real estate appraisal services has a certain specificity and type of appraisal, it is necessary to emphasize the difference in the sale of mandatory and proactive appraisal.

The marketing of mandatory valuation is facilitated by the existence of certain government regulations, i.e. imposing the state significance of consumption on real estate appraisal services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.

As for the sale of proactive appraisal, the situation here is a little more complicated, since in this case it is necessary to form the consumer's (client's) desire to make this appraisal. It is necessary to arouse the consumer's interest in this real estate appraisal service.

The society of any country in the world is interested in high-quality and reliable information based on uniform standards. The main goal of enterprises that provide real estate appraisal services is the need to create favorable conditions for interaction between different areas of the enterprise, to meet consumer demand, because this is the key to the successful operation of the enterprise.

Complex economic conditions of the modern market oblige enterprises to have marketing services in their structure, which play one of the key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only required condition effective work and development, but also a necessary condition for its survival in the market.

Bibliographic reference

Bolshunova A.V., Fangmann G.O. SPECIFICITY OF MARKETING RESEARCH ON THE MARKET OF REAL ESTATE VALUATION SERVICES // International Student scientific bulletin. – 2016. – № 2.;
URL: http://eduherald.ru/ru/article/view?id=15852 (date accessed: 17.09.2019). We bring to your attention the journals published by the "Academy of Natural Sciences"

Some marketers believe that service marketing is the hardest of all types of marketing.

Such judgments are due to the peculiarities of marketing services, which at the dawn of marketing were not obvious.

Service marketing, however, is no more difficult than any other marketing.

The fact is that initially the theory of marketing was focused on the market for goods.

The service sector was still underdeveloped, and at that time researchers were not interested, only its rapid development forced the marketing community in the mid-sixties of the last century to pay attention to services: the fast-growing service market needed effective management market processes.

Researchers have found that a service has a number of characteristics different from the product that affect the marketing of services, therefore, a simple transfer of the rules and methods of traditional (product) marketing to the service market does not give results, because traditional marketing in the era of its formation, the peculiarities of the service market did not take into account.

The article describes the main features of marketing services, the account of which is extremely important for successful business in the service market.

Among the first and main feature of service marketing is the direct object of service marketing - service.

What is the service?

Sometimes a service is called the work done (activity), as a result of which a separate material product of labor does not arise, which is not suitable for services such as sewing clothes or making a product from materials provided by the customer.

Moreover, a service is often defined as a useful action, business, or in general an action (process).

In fact, a service is understood as a benefit, a benefit that arises as a result of the process of performing a service, moreover, when providing it to a service provider, it is often necessary to use certain material factors of production with the help of which a physical product can be created (making furniture, sewing clothes, etc.). P.)

Nothing more precisely, however, defines a service as

main characteristics of the service:

• intangibility;
• inseparability from the manufacturer;
• fragility;
• lack of ownership.
• inconsistent quality,

What is important to consider for a service organization manager?

By definition, service marketing is a complex program activities in the service market, combining the production and sale of services as a product based on the study of the existing market situation, potential and real demand of consumers.

Today it is a branch of modern marketing, a scientific discipline about correct organization promoting a product or service, studying the marketing features of service companies.

Marketing of services has features, knowledge of which affects the formation of the marketing strategy of a service organization in its market to promote the service and compete.

Among these features are:

• high uncertainty of the result of purchasing a service.

When a client chooses a service, he cannot estimate what he will actually receive, since the product of labor does not yet exist at that moment. After all, the service is intangible.

It will be possible to evaluate the result only after consuming the service. He is afraid of uncertainty, he is afraid of getting a marriage. He wants guarantees for the high-quality performance of the service.

It is important for the service provider to assist the client in evaluating the service for performing the right choice, i.e. try to materialize the service using:

supplying potential consumers with materials that help them to visually imagine the services offered;

providing the client with more information about the past experience of providing such services (thanks to clients, etc.), as well as creating an image strategy for the organization.

The issue of image in such a situation is very important. A known organization generates trust, which matters in the sale of services.

• unstable quality of service.

Most services are provided by people to people.

In this regard, the quality of the service usually depends on several factors:

• the skill of the one who performs the service;
• the presence of competition;
• individual requirements client.

For example, the quality of services of a qualified cosmetologist can be influenced by: the state of his health, his psychological state, individual characteristics customer, number of customers waiting in line, etc.

Meanwhile, the stability of quality is important factor success in the service industry.

After all, the client wants to receive the service without fear of unexpected surprises.

A service quality control system with special service standards that will determine the criteria for any service: service time and other factors affecting quality will help the seller of services to ensure stability of quality.

• high sensitivity to changes in demand.

The service cannot be stored, postponed "in reserve".

So, for example, places in a hotel, on a plane, a train, etc., in the absence of demand for them, cannot be postponed.

Postgraduate student of Novosibirsk State Technical University,
leading expert-analyst in marketing of the MK Agency (Novokuznetsk)

Today for many organizations providing services A prosperous future depends on understanding customer expectations and desires. Recognition of the importance of holding marketing research to achieve and maintain the quality of the provided services increases the chances of achieving business success. The main factors determining the success of entrepreneurship in the field services are the search and use of customer data for further planning of events marketing as well as reasonable Feedback between customers and employees. Carrying out marketing research will help to identify the set of options that the offer of these suppliers satisfies services, and on this basis correct the program marketing in order to achieve a competitive advantage. In case of a proposal new service holding research will allow you to identify the criteria that consumers adhere by acquiring service to enable a new services in the aggregate of the options under consideration.

Marketing research are a means of maintaining constant contact with customers to help them understand the mechanism they use in evaluating the service process before purchase, during service delivery and after consumption.

The following main directions can be distinguished marketing research market services:

• researching consumer needs (the goal is to identify basic needs that the consumer is trying to satisfy, as well as to identify needs that are currently not satisfied (for example, for a commercial bank client, the basic need that he is trying to satisfy by opening a term deposit is the need for savings and conservation));
• research of consumer expectations (study of the service standards that customers expect from the purchase of a service - for example, regarding the cost of the service);
• customer perception research (studying the most important criteria of service quality from the customer's point of view - what he expects and what he hopes to get by purchasing a service);
• service control (service providers measure the technical aspects of the service, such as the reliability and timeliness of translation Money bank);
• the study of operating methods and customer reactions to the offer of services - for example, modeling and forecasting the demand for banking services;
• research of service intermediaries (brokers, sales agents, dealers and other intermediaries close to consumers);
• a study of key customers (most service providers consider some customers as more important than others, most often because of the size of their assets or the profit they make);
• maintaining constant contact with current and potential customers by creating a consumer panel;
• obtaining valuable information regarding customer expectations regarding the quality of service through service analysis;
• analysis of complaints (organizations providing services quite often consider complaints from customers as a positive source of information, since if the complaint is communicated to the management, then this information will help eliminate the causes and avoid repeating these precedents in the future);
• personnel research (as part of the program internal marketing- employee research is often carried out by service organizations - for example, a study of motivation).

The marketing research process usually begins with the formulation of the problem and the objectives of the research.

The formulation of the research problem almost always follows from gaps in market information already available to the organization's management. For example, a service provider may have comprehensive and up-to-date data on the market for its current services, but may, through research, discover that there are some unmet market needs that need to be seen as opportunities for the development of new services.

The goals of marketing research in the service sector are different - here are some of them:

• defining market characteristics (for example, defining the banking services required by consumers going on vacation, and the identified range of services can be quite significant - from plastic cards to traveler's checks);
• a description of market characteristics (for example, a description of the behavior of an investor purchasing securities in the bank);
• measuring market characteristics (for example, determining the bank's share of the deposit market);
• analysis of market characteristics (more full research the aforementioned information - for example, analysis of bank depositors by criteria such as age, income, etc.).

The choice of research methods (qualitative or quantitative analysis) will depend on the purpose of the research being carried out, as well as on the basis of the sources available information... However, it should be noted that qualitative research is the study and interpretation of the expectations, motivations and behavior of a small sample of target consumers. It will help define parameters for future research and identify key criteria that consumers use when purchasing a service and that can be measured by quantitative research. Quantitative research is carried out to measure the consumer's attitude to the service and determine his choice.

Data can be collected indirectly through observation or through direct contact with the respondent. Observational methods require objectivity and are widely used within the service industry for planning and control (for example, tracking service delivery standards).

Collecting primary market information is a part of the research that is better entrusted to marketing agencies than to be done by the service provider itself. First of all, because respondents are more likely to give honest answers to third parties than directly to representatives of the organization conducting the research.

This element of honesty, or objectivity, is especially important in the service industry, where customer perception of a service cannot be measured in isolation from the image of the service provider and its personnel. For example, respondents cannot rate their satisfaction with a financial service if they have never actually used it. In addition, respondents' responses to a new service offer cannot be separated from their perception of the service provider (for example, the new kind insurance cannot be designated in isolation from the reputation of the insurance company providing it).

On the one hand, the analysis of qualitative research information reveals the relationship between incentives and consumer behavior - the highly structured nature of the data obtained as a result of quantitative research; on the other hand, it provides the possibility of their exhaustive analysis. In addition, such data will help to identify significant differences between segments in their perception and expectations of services, as well as consistency of purchasing behavior.

The expectations and behavior of various segments of the service market must be studied separately, for which the answers can be divided according to the following criteria: legal, economic, geographic, demographic, behavioral
etc. Many organizations and firms providing services, when conducting segmentation, focus on dividing the market by demographic and geographic characteristics. Large regions, countries, and administrative-territorial units can act as units of geographic segmentation. It is obvious that an organization providing services can have several target markets, and for large ones, the number of target markets can reach several dozen. So, for example, for a large commercial bank, these can be the national markets of various states, since the modern world economy is becoming more and more international, which makes banks requirements to carry out operations not only in the domestic market, but also in other national markets. In addition to national markets, the bank can operate in many regional markets, providing the implementation of the function financial system countries in all of its economic regions. Finally, in both national and regional markets, there are many markets for banking products that may be perceived by a bank as target markets.

However, while demographic and geographic data are useful because they are available and stored in a convenient format, they do not really explain why there are differences in consumer behavior. Analyzing different customer groups with common needs and behavior in the purchasing process can be of great strategic value. Using the principle of benefit-based segmentation, it is possible to identify differences in the requirements of customer groups, as well as determine the service quality criteria that they consider important, and accordingly design service proposals.

That is why organizations providing services, and above all commercial banks, Insurance companies, travel companies, have clear practices and approaches to market segmentation according to the type of customers. An example of this approach of segmentation by industry characteristics of corporate clients of a commercial bank and the basic needs of each segment are presented in the table.

Segmentation of the bank's corporate clients by industry and their main needs

Corporate clients commercial bank	Basic needs
Agriculture	Business organization and planning.
	Transfer of funds.
	Financing capital expenditures
Trade and catering	Long-term sources of financing for new projects.
	Organization automated systems calculation.
	Cash collection.
	Organization and planning of additional
Industry	Organization and planning of working capital management.
	Long-term sources of funding.
	Planning and financing of foreign economic activity.
	Placement of temporarily free funds.
	Financing of new industries and R&D.
	Organization of a personnel settlement system.
	Strategic planning.
	Renovation of fixed assets

Analysis of the practice of marketing research in the service sector shows an increasing emphasis on research on compliance with quality standards for service provision, namely, what customers want to receive, as well as what are the motives of buying behavior.

One of the goals of marketing research is to determine the factors that influence the consumer's decision to purchase a service. Most buyers of services do not adhere to strict rationality in the acquisition process, which would mean identifying all possible sources of purchasing services and applying assessment criteria to each of them. It is clear, however, that organizational buyers act more rationally than individual consumers, who exhibit greater illogicality in their purchasing decisions. The corporate consumer is more likely to prefer a simple and relatively less risky approach to purchase a familiar service than spend time searching and analyzing all possible options. In fact, the consumer's choice is determined by a set of possible options that can be ranked according to their selectivity:

• full range (includes all services that meet this need);
• set of expectations (includes those services that the consumer knows);
• a set of consideration (includes those services within the expectations and desires that the consumer includes when considering a purchase);
• a set of assortments (a group of services, on the basis of which the final decision to purchase services was made);
• unfeasible set (in the process of defining a set of options, some services may be rejected because they are unavailable, impossible, unsuitable, etc.).

Customer behavior models provide a starting point and conceptual framework for analyzing purchasing processes. They are of practical value for marketing managers because they allow you to develop the basis of a marketing strategy, and can also be used as a predictive tool - taking into account the set of parameters that underlie them.

Consumer behavior in the service market can be divided into three stages.

Pre-consumption stage includes a number of consumer actions that he usually takes before purchasing a service - from identifying a problem, collecting information and ending with defining a set of possible options. At this stage, consumers are determined about their desires and expectations from the purchase of a service, and also identify acceptable options for themselves (a certain standard). Moreover, explicitly or implicitly, this standard can be determined by the service provider, by the consumer himself, or established on the basis of analysis and comparison of other similar services. It should be noted that since the services are intangible, in any pre-purchase situation the services remain abstract.

On the next stages - consumption consumers actually decide on the basis of their own experience which of the considered options will be the best. During this stage, the needs and expectations indicated by the consumer at the pre-consumption stage are compared with the actual provision of the service. And in the event of a gap between the expected and the actual, the consumer tries to reduce the imbalance that has arisen or even refuse to purchase the service: for example, the dissatisfaction of the bank client, which is the result of refusal to fulfill the expectation, - commercial Bank refused to provide a loan.

It should be taken into account that the process of customer satisfaction is carried out at several levels within the framework of interaction in the process of providing a service. Customers can be satisfied or dissatisfied with the personnel providing the service, the place of service, the time and the overall organization of the service. As a result, customer satisfaction can be seen as a mood that is constantly changing and re-evaluated during the service process. For example, a commercial bank depositor might be dissatisfied because he stood in line, but then satisfied because the bank employee was friendly.

On the post-consumption stages the entire process of providing a service is assessed, which determines whether the consumer will retain the motives and desire to continue to purchase the service. By providing the appropriate level of service, meeting the client's requests and expectations regarding the quality of the service, the organization can maintain existing clients and attract new ones, increasing their market share. It should be noted that consumers evaluate services by comparing their expectations with their perception of the actual process of providing the service.

The consumer has two main approaches to assessing the quality of the service. The first can be defined as a strictly regulated quality standard for those services for which objective quality is established, measured by a third party or in some other way. The second is "floating", that is, the quality is based on the subjective perception of the consumer, on the value he determines. For example, what criteria can be used to evaluate a good haircut? However, some stringent quality of service standards can be set in relation to services - such as the speed of response to phone call or a written request, no queue, etc.

Typically, consumers face challenges in evaluating services with "floating" quality, that is, determining the quality of services that are inseparable from both the buyer and the service provider, as well as where the requirements for services are intangible and therefore not it is possible to measure them. The degree of satisfaction will, in turn, depend on how the consumer has formed their expectations about technical complexity, the cost of the service, the timing and alternatives of choice, the consequences of refusal to purchase, the degree of risk, the novelty of the service, the frequency of the purchase, as well as the individual experience of the consumer. An essential feature is the consumer's belief that the service offer will satisfy his needs and expectations, in other words, the quality of the service or good service is associated by the consumer with the value that he attributes to them.

In the process of assessing a service, there are five stages that affect the assessment of the quality of service, which can be defined as the intervals between expected and actual service.

The first interval is between the client's expectations of the benefits from purchasing the service and the perception of these expectations by the service provider. If the service provider does not understand the wishes and expectations of the customer, it is unlikely that the purchase will take place at all.

The second interval is between the correct understanding of the needs and expectations of the customer and the criteria for the service provided by the service provider in order to meet the expectations and expectations of the customer.

The third interval is between service quality standards and actual service, that is, the service provider's ability to provide the required level of service. In meeting the service requirements, the service provider must support the service process with adequate resources and provide training to staff.

The fourth interval is between the promised and actually provided service.

These stages are summed up in the fifth interval, in which the consumer's expectations regarding the service and the perception of the provided service are analyzed.

Based on the foregoing, we can conclude that in the modern economy, the main component of the success of entrepreneurship in the service sector is consumer awareness. Marketing research serves as a tool to help identify and meet the needs and expectations of the consumer in the service provider's quest to make of potential buyer your client.

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In this article, the author examines general scheme the daily distribution of trips in a metropolis, analyzes the need for a trip that a person has, and the factors influencing it. From the point of view of the author, it is also important to study the accessibility and connectivity of various points of the city by passenger route transport.

This article proposes a fairly simple method for assessing the competitiveness of a store (service, magazine, etc.), which requires a minimum investment of time and money and allows you to conduct research on your own without involving outside organizations.

Modern education is characterized by a large selection and high competition provided by educational services by both state and non-state educational institutions... In many regions, there is a fairly large number of educational institutions that provide an opportunity to receive secondary vocational, higher or additional education with the issuance of a state diploma in the same specialties. The current situation requires serious marketing research of the educational services market from the regional university, which should lead to the improvement of the management of the educational process, methods of searching and recruiting applicants, and a qualitative change in educational technologies.

Currently, one of the underdeveloped areas marketing, as rightly noted by the researchers in, is marketing services... Especially it concerns marketing production services enterprises agro-industrial service, the problematic issues of which are still extremely insufficiently studied and generalized by specialists- marketers... This article discusses the problems peculiarities and main directions of development marketing in the system of production services for agricultural enterprises, which are closely related to the specifics of the reproduction process in the agricultural sector of the economy.

V Lately an interest in service marketing has emerged among Russian marketing researchers. This interest is obviously due to the process of privatization of the non-production sphere and the rapid development, among other services, such as banking, insurance, consulting, tourism, paid education, private medicine and services of non-profit organizations. Nevertheless, upon close acquaintance with the domestic literature on service marketing, it is not difficult to find that Russian marketers lack any generally accepted service marketing model. Our Western colleagues have such a model (or at least some generally recognized structural elements of this model). The purpose of this work is an attempt to acquaint domestic researchers and practitioners of marketing services with the most popular foreign models of marketing services.

Today, the service sector is becoming more and more important in the Russian economy as it creates numerous jobs and makes a significant contribution to the domestic national product. In addition, the importance of services is determined not only by their contribution to job creation, but also by the fact that many activities that are not of independent importance to end customers are essentially services that are consumed by intermediate customers such as departments and divisions of organizations. The coordination and interaction of departments within organizations increases not only on the basis of administrative and management measures, but to a greater extent this is achieved on the basis of service models. Unfortunately, in world practice, such a model of activity is just emerging, but its internal logic and effectiveness are already visible. So far, only its individual components appear, but the results obtained even with an incomplete layout of all the elements force organizations to revise the traditional models of activity.