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No. 3 (2026)
Marketing

Articles

XIZMATLAR BOZORIDA INNOVATSION MARKETINGSTRATEGIYALARINI JORIY ETISH VA UNING IQTISODIYSAMARADORLIGI

Published 2026-04-03

Authors
Rajabova Mohichehra Abduxoliqovna
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Abstract

Ushbu maqolada xizmatlar bozorida innovatsion marketing strategiyalarini joriy
etishning nazariy asoslari, metodologiyasi va iqtisodiy samaradorligi kompleks tarzda
oʻrganilgan. Tadqiqot Oʻzbekiston xizmatlar sektoridagi 124 ta korxona faoliyati
maʼlumotlari (2020-2023) asosida olib borilgan. Raqamli marketing, omnikanal
yondashuv, sunʼiy intellekt asosidagi CRM tizimlari va shaxsiylashgan xizmat
koʻrsatishning iqtisodiy samaradorligini baholash uchun IMSI (Innovatsion Marketing
Samaradorligi Indeksi) modeli taklif etilgan. Empirik natijalar shuni koʻrsatdiki, toʻliq
innovatsion marketing tizimini joriy etgan korxonalar anʼanaviy yondashuv
qoʻllaydiganlarga nisbatan yillik daromad oʻsishini oʻrtacha 31,4% ga, mijozlarni
saqlab qolish darajasini 24,8 foiz punktga va ROMI koeffitsiyentini 4,2 barobarga
oshira olgan. Tadqiqot natijalari Oʻzbekiston xizmatlar sektori uchun amaliy tavsiyalar
sifatida taqdim etilgan.

Keywords

innovatsion marketing, xizmatlar bozori, raqamli marketing, iqtisodiy samaradorlik, ROMI, omnikanal, CRM tizimi, shaxsiylashtirilgan, IMSI modeli, xizmatlar sektori.

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