European Journal of Service Management

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

ISSN: 2450-8535     eISSN: 2451-2729    OAI    DOI: 10.18276/ejsm.2018.26-24
CC BY-SA   Open Access 

Lista wydań / Vol. 26, 2/2018
Services and creating value for customers – marketing approach

Autorzy: Mirosława Pluta-Olearnik
Słowa kluczowe: marketing services value for customer service logic
Data publikacji całości:2018
Liczba stron:6 (193-198)
Cited-by (Crossref) ?:

Abstrakt

Perceiving enterprise marketing through the prism of value provided to customers is already a well-established approach to management expertise, including the field of marketing. The article addresses the role of services in the delivery of this value. The aim of the article is to review the state of research in this area based on scientific analysis of Polish and foreign journals. The result of the study is the identification of various research approaches to exploit the potential inherent in the service in order to create and provide value to the customer. In further research on the business model and competitiveness of enterprises, it is possible to develop an innovative concept of so-called service dominance logic in marketing.
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