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No. 6 (2026)
Marketing

Scientific articles

XIZMAT KOʻRSATUVCHI KORXONALAR MARKETING STRATEGIYASINING NAZARIY ASOSLARI: MODDIY VA NOMODDIY XIZMATLARNING QIYOSIY TAHLILI

DOI 10.67668/mj/2026iss6/1817

Published 2026-07-07

Authors
Raxmatova Sitora Shuxratjon qizi
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Abstract

Mazkur maqolada xizmat koʻrsatuvchi korxonalar marketing strategiyasining nazariy asoslari hamda xizmatlar bozorining tovarlar bozoridan farqlanuvchi oʻziga xos xususiyatlari tahlil qilindi. Tadqiqotning asosiy maqsadi moddiy va nomoddiy xizmatlar oʻrtasidagi sifat farqlarini izchil mezonlar asosida asoslash va shu asosda xizmat marketingi yondashuvini takomillashtirishdan iborat. Tadqiqotda qiyosiy tahlil, tasniflash, tizimli yondashuv va kontent-tahlil usullaridan foydalanildi. Xizmatning iqtisodiy mohiyatiga oid mavjud taʼriflar umumlashtirilib, xizmatning mehnat mahsuli sifatidagi talqini asoslandi. Moddiy va nomoddiy xizmatlar beshta mezon - xizmatning oʻziga xosligi, baholash, xizmat koʻrsatuvchi xodimlar, ishlab chiqaruvchi-isteʼmolchi munosabati va texnologiya boʻyicha qiyoslandi. Xizmatning asosiy va toʻliq shakllari, xizmatlarning moslik darajasi hamda xizmat koʻrsatish faoliyatining funksiyalari aniqlandi. Raqamlashtirish va sunʼiy intellektning biznes modellariga taʼsiri tahlil qilindi. Tadqiqot natijalari xizmat koʻrsatuvchi korxonalar uchun differensiatsiyalashgan marketing dasturlarini ishlab chiqishda amaliy ahamiyatga ega.

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