ЦІЛІСНЕ УПРАВЛІННЯ СПОЖИВЧОЮ ЦІННІСТЮ У ЗАЛІЗНИЧНИХ ПАСАЖИРСЬКИХ ПЕРЕВЕЗЕННЯХ
Purpose. The work is devotes to the definition of the prerequisites, the rationale and the formation of a new marketing research concept for rail passenger traffic, which is the holistic management of the consumer value of services for passengers. Research methodology. To achieve the goal of the work, a critical analysis was made of the existing marketing research methodology, carried out in compliance with the general basic principles, at certain stages, using common methods, and the practical significance of these studies for the management of the national railway. Systems analysis allowed to identify the main problems of Ukraine’s railway passenger transport of a practical nature and to identify unresolved aspects of a scientific task. Results. The lack of effectiveness of the existing long-distance passenger transport management was notes. It is proves that the demand for rail passenger transportation in longdistance traffic is an extremely complex socio-economic phenomenon, the study of which requires a special approach. The essence of consumer value as a complex structure is analyzes, its features are highlights, which proves its heterogeneity for different services and consumer segments. It is shows that the existing methods for determining consumer value do not provide an opportunity to correctly establish its value, effectively manage it and are not properly adapted to the services of long-distance railway passenger transport. The need for the development of a marketing research methodology based on the holistic management of the consumer value of passenger services has been substantiate. Scientific novelty. Introduced the concept of holistic management of consumer value, revealed its essence and differences from the integrated management. The development of the marketing research methodology is gives in terms of the fundamental principles - general and specific, which are necessary for the implementation of the new concept of holistic management of the consumer value of services. Practical significance. Taking into account the specifics of passenger transportation services by long distance rail transport, the stages of determining the use value of services of this type of transportation were develops on the basis of the proposed concept of holistic management of it, which should increase the soundness and effectiveness of management decisions in the passenger rail transport sector of Ukraine.
Bakalinsky O.V. Novyi kontseptualnyi pidhid do doslidzhen vplyvu spozhyvchoi tsinnisti poslug na povedinku kliientiv servisnoi organizatsii [A new conceptual approach to research on the impact of consumer value of services on the behavior of clients of a service organization]. Ekonomika I upravlinnia: zbirnik naukovykh parts – Economics and Management: a collection of scientific works, 2013, no. 21-22, p. 147-153 (in Ukrainian).
Bakalinsky O.V. Totalne upravlinnia spozhyvchoiu tsinnistiu poslugy: Monografiia [Total management of the consumer value of services: Monograph]. Kyiv: Derzhavnyi universytet infrastruktury i tekhnologii, 2017, 139 p. (in Ukrainian).
Bakalinsky O.V. Utvorennia spozhyvchoi tsinnisti u pasazhyrskykh perevezenniakh zaliznytsiamy [Creation of consumer value in passenger transportation by railways]. Efektyvna ekonomika – Effective economy [online], 2012, no. 6. URL: http://nbuv.gov.ua/UJRN/efek_2012_6_41 (accessed 22.05.2019).
Belyavskiy I.K. Marketingovoie issledovaniie [Marketing research]. Moskva: Moskovskiy gosudarstvennyy universitet ekonomiki, statistiki I informatiki, 2004, 414 p. (in Russian).
Gig Dzh.Van. Prikladnaya obshchaya teoriya system [Applied general systems theory]. Moskva: Mir, 1981, 336 p. (in Russian).
Lamben Zh.Zh. Menedzhment, orientirovannyy na rynok [Market oriented management]. Sankt-Peterburg: Piter, 2006, 800 p. (in Russian).
Malkhotra N.K. Marketingovyye issledovaniya [Marketing research]. Moskva: Vilyams, 2002, 960 p. (in Russian).
Prakhalad K.K./ Ramasvami V. Maibutnie konkurentsii. Tvorennia unikalnoi tsinnosti spilno z kliientami [Future of competition. Creating a unique value with customers]. Kyiv: Vydavnytstvo Oleksiia Kapusty (pidrozdil «Ahentsiia «Standart»»), 2005, 258 p. (in Ukrainian).
Slavinskiy S. Desegmentatsiya rynkov I izmeneniya v produkte [Decompression of markets and changes in the product]. «LiveJournal» – Zhivoy zhurnal Ukrainy – «LiveJournal» – Live Journal of Ukraine [online], 2015. URL: https://slavinsky.livejournal.com/329642.html (accessed 19.05.2019).
Solomianiuk N.M., Riabko O.I. Otsiniuvannia efektyvnosti diialnosti rozdribnoho torhovelnoho pidpryiemstva [Estimation of efficiency of activity of retail trade enterprise]. The scientific heritage, 2017, no. 12 (12), p. 45-49 (in Ukrainian).
Kharkhalis R. Chto lezhit na skladakh? [What lies in the warehouses]. Kompyuternoie obozreniie – Computer review [online], 2009, no. 36 (1133). URL: https://ko.com.ua/chto_lezhit_na_skladah_41333?site=desktop (accessed 19.05.2019).
Cherchill G.A. Marketingovyie issssledovaniya. Seriya: Marketing dlya professionalov [Marketing research. Series: Marketing for Professionals]. Sankt-Peterburg: Piter, 2001, 748 p. (in Russian).
Babin B.J., Darden W.R., Griffin M. Work and/or Fun: Measuring Hedonic and Utilitarian Shopping. Journal of Consumer Research, 1994, no. 94/20 (4), p. 644-56 (in USA).
Cronin J.J., Brady M.K., Hult G.T.M. Assessment the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 2000, no. 2, p. 193-218 (in Netherlands).
Gallarza M.G., Gil-Saura I., Holbrook M.B. The value of value: Further Excursions on the Meaning and Role of Customer Value. Journal of Consumer Behaviour, 2011, no. 10, p. 179-191 (in Australia and Ireland).
Gummesson E. Exit Services Marketing – Enter Service Marketing. Journal of Customer Behavior, 2007, no. 2, p. 113-141 (in Australia and Ireland).
Schmitt B.H. Experiential Marketing: How to Get Customers Need, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press, 1999, 256 p. (in USA).
Wayne D.S., Jedidiz K., Sinha I. Customer value analysis in a heterogeneous market. Strategic Management Journal, 2001, no. 22, p. 845-857 (in Britain).
This work is licensed under a Creative Commons Attribution 4.0 International License.