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...

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Autores principales:	A. A. Meshkov, S. A. Afonsky
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2020
Materias:	value offers esthetic component extra reserves of competitiveness competitive tool emotional perception economy of impression positive emotions customer value Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/553896b198e14874a8c9bb5d24692a2f
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id	oai:doaj.org-article:553896b198e14874a8c9bb5d24692a2f
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spelling	oai:doaj.org-article:553896b198e14874a8c9bb5d24692a2f2021-11-15T05:20:50ZCompetitiveness Management Based on Factors of Customer Perception of Goods and Services2413-28292587-925110.21686/2413-2829-2020-5-162-168https://doaj.org/article/553896b198e14874a8c9bb5d24692a2f2020-10-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/954https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251The 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.A. A. MeshkovS. A. AfonskyPlekhanov Russian University of Economicsarticlevalue offersesthetic componentextra reserves of competitivenesscompetitive toolemotional perceptioneconomy of impressionpositive emotionscustomer valueEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 17, Iss 5, Pp 162-168 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	value offers esthetic component extra reserves of competitiveness competitive tool emotional perception economy of impression positive emotions customer value Economics as a science HB71-74
spellingShingle	value offers esthetic component extra reserves of competitiveness competitive tool emotional perception economy of impression positive emotions customer value Economics as a science HB71-74 A. A. Meshkov S. A. Afonsky Competitiveness Management Based on Factors of Customer Perception of Goods and Services
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.
format	article
author	A. A. Meshkov S. A. Afonsky
author_facet	A. A. Meshkov S. A. Afonsky
author_sort	A. A. Meshkov
title	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_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_sort	competitiveness management based on factors of customer perception of goods and services
publisher	Plekhanov Russian University of Economics
publishDate	2020
url	https://doaj.org/article/553896b198e14874a8c9bb5d24692a2f
work_keys_str_mv	AT aameshkov competitivenessmanagementbasedonfactorsofcustomerperceptionofgoodsandservices AT saafonsky competitivenessmanagementbasedonfactorsofcustomerperceptionofgoodsandservices
_version_	1718428614809092096

Competitiveness Management Based on Factors of Customer Perception of Goods and Services

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