INTERNET MARKETING AS A CONDITIONAL FACTOR FOR INCREASING THE EFFICIENCY OF SERVICE SECTOR ENTERPRISES

Abstract

The study examines the basic categories of Internet marketing in the service sector, shows the relationship between the complex of classical marketing and Internet marketing in the service sector, and identifies factors influencing the use of Internet marketing by service sector enterprises. The diverse approach of the scientific world to understanding the essence of marketing in the service sector is considered, where it is considered the main function of marketing in the service sector to identify the needs of target markets and provide them with services. A number of factors have been identified that influence the use of Internet marketing by service enterprises, including market factors, organizational factors, technological factors, financial factors, and media factors. The need to constantly improve the organization of Internet marketing in service enterprises has been identified. Using the stages of making a purchase decision, it is necessary to develop and improve a mechanism for increasing sales volumes in the service sector, including the symbiosis of Internet marketing and marketing mix levers. It is proposed to develop models for the use of Internet marketing in the service sector, predicting the performance indicators of service sector enterprises, using the correlation of such indicators as the presence of useful functions on the enterprise website; citation index; the ability to improve transactions and their conditions; languages spoken on the site; website support costs; site performance; dynamics of sales through Internet marketing; introduction of innovative approaches. A further improvement of the category “Internet marketing in the service sector” is proposed, which represents individual Internet technologies in the close relationship of the processes of the marketing complex in the service sector in order to satisfy consumers. Internet marketing influences the development of the service sector in a general sense. Thus, this category is one of the main aspects of the enterprise’s service sector in the close relationship of factors influencing consumer decisions.