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The basis of the marketing policy of the service enterprise under the influence of consumer behavior on the cleaning services market


Author: Remeșovschi Natalia
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2019
Scientific adviser: Victor Căun
doctor, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova

Status

The thesis was presented on the 15 February, 2019
Approved by NCAA on the 19 April, 2019

Abstract

Adobe PDF document – 0.73 Mb / in romanian

Thesis

CZU 339.138:366.1(478)(043)

Adobe PDF document 2.64 Mb / in romanian
204 pages

Keywords

marketing policy, consumer behavior, services, marketing mix in services, service marketing, consumer, services, cleaning

Summary

Structure of the thesis: introduction, three chapters, general conclusions and recommendations, bibliography of 191 titles, 45 annexes, 118 pages of basic text, including 21 tables, 29 figures and 1 formula. The basic theses of the paper were published in 12 scientific papers with a volume of 5,5 author papers.

Field of study: the theoretical study and the practical approach of the marketing policy development process in the field of cleaning services, based on consumer behavior. The aim of the thesis is to identify the content, the specificity and the process of elaborating the marketing policy in the field of cleaning services according to the consumer behavior.

Objectives of the paper: to deepen the scientific researches and to reproduce the content of the marketing mix components in the services; conceptual definition and outlining of differences in approach to consumer behavior; highlighting the specific aspects of the behaviour of the service consumer; studying, analyzing and identifying consumer segments and the level of supply of cleaning services on the local market; elaboration of the methodological approach regarding the marketing policy of the cleaning companies; formulating the marketing policy of cleaning companies based on the specific consumer behavior.

Scientific novelty and originality: to reveal the contents of the marketing mix as a component of marketing policy for cleaning enterprises according to the specific behavior of the consumer; market study and consumers of cleaning services on the local market; defining the strategic framework based on the "Play to Win" model; elaboration of the performance map, the classification of cleaning services; outlining the PSM method as an optimal pricing technique for identified consumer categories; shaping macro segmentation as a tool for identifying consumer segments and drawing up of the psychoprophystogram of cleaning employees.

The solved scientific problem: aims at determining and identifying the conceptual framework for developing the marketing policy of the cleaning enterprises according to the established behavior of the consumers.

Theoretical significance of the thesis: it refers to identifying, formulating and presenting the specific marketing policy of services, delimiting aspects of defining and approaching consumer behavior and determining its specific aspects in services.

Applied value of the thesis: consists of the possibility to serve as a practical basis for understanding the concept of purchase and consumer behavior in services for students, employees and managers in the tertiary sector. The results can also be used to improve marketing, make decisions and adopt marketing strategies for cleaning companies.