Keywords
relationship marketing
organizations-suppliers
organizationsconsumers
value
comprehensive service
customer orientation
customer experience
service ecosystem
digitalization
How to Cite
Abstract
Transformations of modern B2B markets are characterized by a shift in the focus of competitive struggle of organizations-suppliers from ensuring the advantages of individual goods and services to providing comprehensive service. The article substantiates the conceptual principles of forming a system of comprehensive service for organizations-consumers in the B2B market in the context of the transformation of the traditional commodity paradigm of marketing into a service- and customer-oriented one. The relevance of the study is determined by the intensification of competition in the markets of industrial goods, the growth of the role of customer experience, the digitalization of interaction between enterprises, the development of servitization and the transition from transactional to long-term logic of value creation. Modern scientific approaches to understanding B2B interactions, service-dominant logic, customer experience, co-creation of value, digital servitization and service ecosystems are summarized. The essence of the concept of “comprehensive service of organizations-consumers” as an integrated system of interconnected product, service, logistics, consulting, information, digital and after-sales solutions aimed at creating long-term shared value for the organizations-consumers and the organizations-suppliers is clarified. A conceptual model of a comprehensive service system in the B2B market is developed. The need to transition from managing individual service operations to managing an integrated customer experience and life cycle within the framework of B2B relationships is substantiated. The main components of a comprehensive service system are identified and approaches to their integration based on customer orientation, personalization and digitalization are proposed. Further research in this area should be focused on developing and substantiating a methodology for assessing the effectiveness of comprehensive service as well as forming an integral indicator of customer value in B2B markets.
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