Service in the conditions of customized consumption

Olga I. Vapnyarskaya

doi:doi:10.12737/8244

Service in the conditions of customized consumption

Published в Services in Russia and abroad · Volume 8, Issue 8, 2014 · Pages 13–25 · Rubrics: SUSTAINABLE DEVELOPMENT OF SERVICE ACTIVITIES OF MODERN COMPANIES

DOI 10.12737/8244

Received: 05.03.2015 Accepted: 05.03.2015 Published: 05.03.2015 Language of publication: RUS

Authors

Olga I. Vapnyarskaya ¹ iD

1 Russian State University of Tourism and Service
Moscow, Russian Federation

ABSTRACT

The definition of "service" is an object of research in the field of marketing, economics, sociology, philosophy, but scientists have not reached a consensus about its essence. There are approaches that involve the identification of service and services, service and value-added services together, the service definition as a phenomenon, etc. These approaches are presented in the materials of the article with their comparative benchmarking. The article also presents the author´s view on the phenomenon through the prism of customized service consumption. The author hypothesizes that the individualization of consumer demand has led to the widespread use of tools to customize not only in terms of the product itself, but also other processes that accompany its consumption: design, marketing and so forth. It is assumed that in these conditions the service is key tool to personalize the product and establish relationships "consumer-producer". The author proposes a definition of service as a set of tools to increase the value of consumption of the product, manage processes and environment relations arising in the manufacture, marketing and operation of a particular product.

KEYWORDS

service customization individualization personalization consumption.

Information References

Authors:

1. Russian State University of Tourism and Service

Moscow, Russian Federation

Type:

Article

Pages:

from 13 to 25

Status:

Published

Language:

Russian

Keywords:

service, customization, individualization, personalization, consumption.

References

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