Digital transformations of service marketing: theoretical fundamentals and directions
The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The in...
Main Authors: | , , , , , |
---|---|
Format: | Article |
Language: | English |
Published: |
PC Technology Center
2021-04-01
|
Series: | ScienceRise |
Subjects: | |
Online Access: | http://journal.eu-jr.eu/sciencerise/article/view/1787 |
id |
doaj-907a9466af0342dd8e5b9a4498da065b |
---|---|
record_format |
Article |
spelling |
doaj-907a9466af0342dd8e5b9a4498da065b2021-05-17T14:46:26ZengPC Technology CenterScienceRise2313-62862313-84162021-04-012374310.21303/2313-8416.2021.0017871787Digital transformations of service marketing: theoretical fundamentals and directionsYury Radchenko0Viktoria Marenych1Olga Marchenko2Nadiya Kryvosheeva3Hanna Guzenko4Tamila Shcheblykina5Kharkiv College of Trade and Economics Kyiv National University of Trade and EconomicsKharkiv College of Trade and Economics Kyiv National University of Trade and EconomicsYaroslav Mudryi National Law UniversityKharkiv College of Trade and Economics Kyiv National University of Trade and EconomicsKharkiv College of Trade and Economics Kyiv National University of Trade and EconomicsH. S. Skovododa Kharkiv National Pedagogical UniversityThe conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience has been substantiated. The Object of Research: digital marketing of services in the context of the Marketing 4.0 concept. Investigated Problem: the essence and directions of digital transformations of marketing activities in the field of services. Main Scientific results: the inclusiveness and customer-focused of digital marketing communications based on cross-channel interaction and digital managerial models of customer experience have been revealed on the basis of the analysis of theoretical approaches to the characteristics of service marketing and determining the directions of its development in the digitalization of the economy and in accordance with the Marketing 4.0 concept. Field of Practical Usage of Research Results: practical activity of service enterprises on application of digital marketing mix transformations and marketing communications channels. Innovative Technological Product: the main principles and directions of marketing services digital transformation, that is inclusiveness and customer-focused of marketing communications, omnichannel as integration and availability of online and offline interaction channels as well as digitalization of customer experience management have been substantiated. Field of Application of Innovative Technological Product: theoretical researches and practice of digitalization of marketing communications of the service enterprises.http://journal.eu-jr.eu/sciencerise/article/view/1787service marketingmarketing 4.0digital transformationscross-channel marketing communicationscustomer-focusing |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Yury Radchenko Viktoria Marenych Olga Marchenko Nadiya Kryvosheeva Hanna Guzenko Tamila Shcheblykina |
spellingShingle |
Yury Radchenko Viktoria Marenych Olga Marchenko Nadiya Kryvosheeva Hanna Guzenko Tamila Shcheblykina Digital transformations of service marketing: theoretical fundamentals and directions ScienceRise service marketing marketing 4.0 digital transformations cross-channel marketing communications customer-focusing |
author_facet |
Yury Radchenko Viktoria Marenych Olga Marchenko Nadiya Kryvosheeva Hanna Guzenko Tamila Shcheblykina |
author_sort |
Yury Radchenko |
title |
Digital transformations of service marketing: theoretical fundamentals and directions |
title_short |
Digital transformations of service marketing: theoretical fundamentals and directions |
title_full |
Digital transformations of service marketing: theoretical fundamentals and directions |
title_fullStr |
Digital transformations of service marketing: theoretical fundamentals and directions |
title_full_unstemmed |
Digital transformations of service marketing: theoretical fundamentals and directions |
title_sort |
digital transformations of service marketing: theoretical fundamentals and directions |
publisher |
PC Technology Center |
series |
ScienceRise |
issn |
2313-6286 2313-8416 |
publishDate |
2021-04-01 |
description |
The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience has been substantiated.
The Object of Research: digital marketing of services in the context of the Marketing 4.0 concept.
Investigated Problem: the essence and directions of digital transformations of marketing activities in the field of services.
Main Scientific results: the inclusiveness and customer-focused of digital marketing communications based on cross-channel interaction and digital managerial models of customer experience have been revealed on the basis of the analysis of theoretical approaches to the characteristics of service marketing and determining the directions of its development in the digitalization of the economy and in accordance with the Marketing 4.0 concept.
Field of Practical Usage of Research Results: practical activity of service enterprises on application of digital marketing mix transformations and marketing communications channels.
Innovative Technological Product: the main principles and directions of marketing services digital transformation, that is inclusiveness and customer-focused of marketing communications, omnichannel as integration and availability of online and offline interaction channels as well as digitalization of customer experience management have been substantiated.
Field of Application of Innovative Technological Product: theoretical researches and practice of digitalization of marketing communications of the service enterprises. |
topic |
service marketing marketing 4.0 digital transformations cross-channel marketing communications customer-focusing |
url |
http://journal.eu-jr.eu/sciencerise/article/view/1787 |
work_keys_str_mv |
AT yuryradchenko digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections AT viktoriamarenych digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections AT olgamarchenko digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections AT nadiyakryvosheeva digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections AT hannaguzenko digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections AT tamilashcheblykina digitaltransformationsofservicemarketingtheoreticalfundamentalsanddirections |
_version_ |
1721438302408540160 |