UDC 677.074
DOI: 10.51409/v.a.2022.09.03.003
Authors
V. V. FILATOV,
Doctor of Economics, Associate Professor,
Professor of the Department of Commerce
and Service Kosygin Russian State University
(Technologies. Design. Art)»,
Russia, Moscow
I. A. RAMAZANOV,
Doctor of Economics, Associate Professor,
Professor of the Department of Marketing
and Advertising Russian Presidential
Academy of National Economy and Public
Administration, Russia, Moscow
O. A. MITYAEVA,
Candidate of Economic Sciences,
Associate Professor of the Department of
Economics, Management and Trade of the
Tula Branch of the Plekhanov Russian
University of Economics, Tula, Russia
A. M. PUTINA,
Kosygin Russian State University
(Technologies. Design. Art)», Russia, Moscow
Abstract
The purpose of the work. This article discusses the specifics of the service concept of marketing of retail organizations
in the post-pandemic environment.
the post-pandemic environment.
Materials and methods. Over the past few years of the pandemic, marketing directors of large trading companies
have been ousted by other specialists from their professional niche, since they were not focused on key areas – big
data and digital technologies. The loss of control over the service concept of marketing in the post-pandemic conditions
caused the growth of the importance of social networks, as well as mobile applications and gadgets.
Results. It is established that the specificity of the service marketing concept in the post-pandemic conditions is to
focus on maintenance activities throughout the entire life of the product. It orients the retail trade to focus its efforts on
the trading service.
Conclusion. According to the service concept, it turns out that the activities of retail trade organizations should
be focused on the maximum satisfaction of the unique needs of each customer by providing him with a product that
combines material goods and related services - a product that has high qualities and meets all the requirements of the
buyer. Without the availability of service, along with a decrease in the consumer value of the product, its competitiveness
also decreases.
Keywords
service marketing concepts, retail organizations, postpandemia.
