Competitiveness Management Based on Factors of Customer Perception of Goods and Services
The authors of the article showed the necessity in today’s conditions to include esthetic (sensual) component in communications with customers. The current standing of the subject in academic literature is depicted, practical use of scientists’ theoretical achievements is shown and concrete examples...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
| Published: |
Plekhanov Russian University of Economics
2020-10-01
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| Series: | Вестник Российского экономического университета имени Г. В. Плеханова |
| Subjects: | |
| Online Access: | https://vest.rea.ru/jour/article/view/954 |
| _version_ | 1797697603132981248 |
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| author | A. A. Meshkov S. A. Afonsky |
| author_facet | A. A. Meshkov S. A. Afonsky |
| author_sort | A. A. Meshkov |
| collection | DOAJ |
| description | The authors of the article showed the necessity in today’s conditions to include esthetic (sensual) component in communications with customers. The current standing of the subject in academic literature is depicted, practical use of scientists’ theoretical achievements is shown and concrete examples from world practice are investigated. To use effectively customer emotions and perception in marketing management in general and in shaping goods and services offer it is needed together with marketing research, which is usually done in order to find out the attitude of potential customers to basic customer characteristics being offered to test product or service on expected emotional perception. As a result of the subject analysis the authors pointed out to objective preconditions for further and deeper research in this direction. Topicality of this problem researching follows from the necessity to strengthen the emotional element in marketing. Adding the emotional component to customer value can provide a serious advantage for promoting new goods and services and renewing the image of existing ones and brands as a whole. |
| first_indexed | 2024-03-12T03:42:29Z |
| format | Article |
| id | doaj.art-553896b198e14874a8c9bb5d24692a2f |
| institution | Directory Open Access Journal |
| issn | 2413-2829 2587-9251 |
| language | Russian |
| last_indexed | 2024-03-12T03:42:29Z |
| publishDate | 2020-10-01 |
| publisher | Plekhanov Russian University of Economics |
| record_format | Article |
| series | Вестник Российского экономического университета имени Г. В. Плеханова |
| spelling | doaj.art-553896b198e14874a8c9bb5d24692a2f2023-09-03T13:02:18ZrusPlekhanov Russian University of EconomicsВестник Российского экономического университета имени Г. В. Плеханова2413-28292587-92512020-10-0117516216810.21686/2413-2829-2020-5-162-168763Competitiveness Management Based on Factors of Customer Perception of Goods and ServicesA. A. Meshkov0S. A. Afonsky1Российский экономический университет имени Г. В. ПлехановаРоссийский экономический университет имени Г. В. ПлехановаThe authors of the article showed the necessity in today’s conditions to include esthetic (sensual) component in communications with customers. The current standing of the subject in academic literature is depicted, practical use of scientists’ theoretical achievements is shown and concrete examples from world practice are investigated. To use effectively customer emotions and perception in marketing management in general and in shaping goods and services offer it is needed together with marketing research, which is usually done in order to find out the attitude of potential customers to basic customer characteristics being offered to test product or service on expected emotional perception. As a result of the subject analysis the authors pointed out to objective preconditions for further and deeper research in this direction. Topicality of this problem researching follows from the necessity to strengthen the emotional element in marketing. Adding the emotional component to customer value can provide a serious advantage for promoting new goods and services and renewing the image of existing ones and brands as a whole.https://vest.rea.ru/jour/article/view/954ценностные предложенияэстетическая составляющаядополнительные резервы конкурентоспособностиинструмент конкуренцииэмоциональные восприятияэкономика впечатленийположительные эмоциипотребительская ценность |
| spellingShingle | A. A. Meshkov S. A. Afonsky Competitiveness Management Based on Factors of Customer Perception of Goods and Services Вестник Российского экономического университета имени Г. В. Плеханова ценностные предложения эстетическая составляющая дополнительные резервы конкурентоспособности инструмент конкуренции эмоциональные восприятия экономика впечатлений положительные эмоции потребительская ценность |
| title | Competitiveness Management Based on Factors of Customer Perception of Goods and Services |
| title_full | Competitiveness Management Based on Factors of Customer Perception of Goods and Services |
| title_fullStr | Competitiveness Management Based on Factors of Customer Perception of Goods and Services |
| title_full_unstemmed | Competitiveness Management Based on Factors of Customer Perception of Goods and Services |
| title_short | Competitiveness Management Based on Factors of Customer Perception of Goods and Services |
| title_sort | competitiveness management based on factors of customer perception of goods and services |
| topic | ценностные предложения эстетическая составляющая дополнительные резервы конкурентоспособности инструмент конкуренции эмоциональные восприятия экономика впечатлений положительные эмоции потребительская ценность |
| url | https://vest.rea.ru/jour/article/view/954 |
| work_keys_str_mv | AT aameshkov competitivenessmanagementbasedonfactorsofcustomerperceptionofgoodsandservices AT saafonsky competitivenessmanagementbasedonfactorsofcustomerperceptionofgoodsandservices |