The current level of development of market relations in various countries of the world contributes to the growth of the service sector. It is gradually becoming one of the leading sectors in the national economy, as well as an important aspect of the cultural and social life of the population. Service activities include a significant sector of public relations engaged in the production, development and provision of various services. The basis of this type of relationship is the organization of the service process itself, as well as bringing it to the optimum from a position of customer convenience. The development of market relations and the emergence of free competition was a turning point for the orientation of the service sector. Her work is increasingly focused on the needs of the client and improving the quality of the services offered.
Service activities of any enterprise will become more successful if it relies on the competent conduct of marketing work based on the study of the consumer market. One of the most important factors of the offered services, which attracts the client, is the quality of their provision. There is also a condition under which the position of the company in the service sector will be stable, and, consequently, the result of the activity will be a constant income. This is the optimal ratio of quality and price.
Successful service activities are based on eight basic rules that contribute to its effective organization:
1. Strategy. Each market segment must be offered a level of service that the client will consider excellent. The guarantee promised to the consumer that the company will fulfill all its obligations should be set out in a small advertising text containing not more than one hundred words.
2. Communication with the consumer. To create a strong relationship between the client and the company, as well as for the necessary purchasing preferences, the company should distribute promotional materials about the guarantees it offers. The obligations a service company takes must satisfy the desires of consumers and arouse positive feelings in them. The image of the service created by advertising materials must be attractive. Careful thoughtfulness and strict observance requires both the atmosphere in the room where the client is being received, and the appearance of the maintenance staff, the speed and accuracy of the answers, etc.
3. The clarity of the requirements that the company makes to its employees. It is necessary to have internal standards, compliance with which should become the norm.
4. An uninterruptedly functioning supply system. The supply of spare parts and the call of representatives of the service company should be extremely simple.
5. Training of employees included in the staff of the service providing the services.
6. Setting goals for staff, indicating the inadmissibility of defects in the work.
7. Creativity. This rule consists in the constant search for new ways to provide services for the most complete satisfaction of consumer demand.
8. Constant concern for creating a powerful service organization and for its effective work.
Service activities aimed at providing a full range of services should be based on the wishes of customers. The service company must fulfill its warranty obligations regarding the quality and results of its work.
The structure of the service sector is conditionally divided into two groups. The first of these is the sector that produces material services (transport, trade, housing, etc.). The second group is engaged in the provision of intangible services. It includes the activities of security agencies and the army, government, health, education, science, etc. There are types of public services connecting these two groups. For example, service activities in tourism include the provision of transport services and education (excursions).