A MODEL FOR DEVELOPING INTERACTION WITH CONSUMERS OF SERVICES: A COMPLEX OF TRADE MARKETING

Abstract

Approaches to the list of elements of the trade marketing complex for offline retailers, in particular shopping malls, using traditional sales methods in their activities, are considered. In accordance with the features of the marketing complex, its functions are determined, the basis of which for building a model for developing interaction with consumers of services is analytical. The article develops parameters for evaluating the elements of the trade marketing complex for three groups of respondents: the administrative staff of the shopping center, its visitors, and retail tenants. Based on the results of a survey of groups of respondents, the methods of interpreting the evaluation of the parameters of the company's trade marketing complex, as well as the permissible degree of inconsistency and the negativity of the values of discrepancies, were determined. The proposed algorithm for the development of interaction with consumers of services based on a complex of trade marketing involves a return to some initial stages, depending on the level of identified problems of the commercial real estate enterprise. The proposed model for the development of interaction with consumers of shopping center services identifies areas for improving the company's activities, and the limitations that have been formed make it possible to apply it also to the network format of providing services if the estimates of the marketing mix coincide or are similar.