The role of the service sector in modern society. New technologies in the service sector. Development and creation of new services The sphere of services in our time

Lapochkina Anna Anatolievna

student, Faculty of Economics, Ulyanovsk State University, Ulyanovsk, Russian Federation

Baigulova Alsu Anvarovna

candidate of Economic Sciences, Associate Professor of the Department of Economics and Organization of Production, Faculty of Management, Ulyanovsk State University, Ulyanovsk, Russian Federation

Resume: The article examines the service sector and its role in the modern world economy. In recent years, there has been a trend towards an increase in the role of services, with the growth of the service sector outstripping the growth of material production. This situation is typical not only for economically developed countries, but also for developing countries. The development of the service sector directly affects the standard of living of the population. The growing scale of world trade in services has inevitably led to the need for an international regulatory mechanism.

Key words: services, development, share, influence

The role of services in the modern economy

Lapochkina Anna Anatol "evna

student, faculty of Economics Ulyanovsk state University Ulyanovsk, Russia

Bajgulova Alsu Anvarovna

Candidate of economic Sciences Associate Professor, Department of Economics and the organization of production Faculty of management Ulyanovsk state University Ulyanovsk, Russia

Abstract: The article discusses the scope of services and its role in today "s global economy. In recent years there has been a tendency to increase the role of services, and service sector growth is outstripping the growth of material production. This situation is typical not only for the developed countries but also developing countries. Development of services directly affects the standard of living of the population. The growing scale of the global trade in services will inevitably lead to the need of establishing an international regulatory mechanism.

(service) - the sphere of the economy where goods are produced, the beneficial effect of which is manifested in the very process of their creation.

The production of economic (limited) goods is divided into two areas - the sphere of material production and the sphere of services. In the first sphere, the consumption of the created good is separated from its production, in the second, it is combined.

For example, the labor of producing a loaf of bread by itself does not satisfy any human needs (except for the need for labor), the consumption of bread will occur later and elsewhere; on the other hand, the lecture by the teacher immediately satisfies the students' need for knowledge.

Up to the 20th century. the service sector was generally excluded from production. Thus, the famous English economist Adam Smith directly pointed out that the wealth of society depends only on productive labor - work to create material wealth. To unproductive occupations, when nothing is produced, but only the previously created social wealth is consumed, he attributed the services of such professions as "priests, lawyers, doctors, writers ... actors, clowns, musicians, opera singers, dancers, etc." (Smith A. Research on the nature and causes of the wealth of nations... T. 1.M., 1935.S. 279). This view of the unproductiveness of the service sector was adopted by Marxist political economy, and then by Soviet statistics.

In developed countries already in the 19th century. began to understand that although the service sector does not directly produce material benefits, it creates the fundamental conditions for this production. Therefore, in modern statistics (including Russian), the service sector (tertiary sector) is considered as a full-fledged part of production, equivalent to agriculture (primary sector) and industry (secondary sector).

Zhiltsov E.N., Kazakov V.N., Voskolovich N.A. Economy of the paid services sector... Kazan, 1996
Demidova L.S. The service sector in the post-industrial economy... - World economy and international relations. 1999, no. 2
Service sector: problems and development prospects... TT. 1-3. Ed. YV Sviridenko. M., 2001
Klikich L.M. Service economy: problems of methodology and analysis... Ufa: BPAU, 2004

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Introduction

The relevance of the topic lies in the fact that our modern society cannot be imagined without services and, as a result, without the service sector, which is one of the fundamental socium and a service specialist needs to be well versed in the structure of the service sector, to know the main points of each direction of the service enterprise.

Every day we consume services and sometimes we ourselves, without knowing it, provide them to other people. The provision of services to each other, the production and consumption of services - this is what distinguishes us from our primitive ancestors, who did not have the concept of services in general. Our civilization, in the course of its transformation, has identified a special niche for the service sector, without which a civilized society can no longer do.

The life of a modern person, in one way or another, is associated with services. After all, trade in services includes the provision of communal benefits, communications, banking, wholesale and retail trade, transportation, as well as insurance, legal, medical, educational services, etc. The quality of services depends on the income of the state and the profit of firms, comfort, safety, and welfare of consumers.

The connection here is direct and obvious: quality services attract attention, make people want to use them to make life easier. The progressively positive retail landscape allows consumers to compare one service to another, and also pushes competitors to provide ever-improving services while ensuring their quality. The need to develop the service sector requires a significant restructuring of the population's consumption structure, a significant increase in the share of services and a reduction in the share of material consumption. It is necessary to radically improve the quality and culture of service, expand the network of relevant enterprises, increase the volume of sales of services, and introduce new types and forms of them.

The purpose of my test work is to understand the general concepts of what the service really is, what specific features it has, to cover the whole concept of the service sector and consider what features of its functioning.

The specific tasks of the control work are to:

Using the example of our society to show what role the service plays in general, basic concepts;

Highlight the specifics of the service sector;

Understand the service industry schema;

Consider the features of the service sector in the modern world

The objects of research of this topic will be the service sector, a society in which there is an interchange of services on different conditions, as well as, directly, the relationship between a person and the service sector in modern society.

1. Service industry. Basic concepts

Every day, leaving home, we begin to come into contact with the social environment, consuming, producing, and of course using all kinds of services. Sometimes we cannot touch or somehow materially feel the service. However, in our world, the concept of service has a wide range of definitions. One of which implies that a service is an expedient activity, the result of which is expressed in a useful effect that can satisfy a particular human need, which can initially be an object of supply and demand in the market.

A service is an expedient activity, the result of which is expressed in a useful effect capable of satisfying a particular human need, which can initially be an object of supply and demand in the market. The term “service” has a wide range of definitions. In general, services are usually understood as a variety of activities that do not have an explicit material form.

first, they are invisible;

secondly, they cannot be stored;

thirdly, the production and consumption of services, as a rule, coincide in time and place.

This determines the peculiarities of international trade in services in comparison with international trade in goods.

There are two types of services:

services that are mediated by proprietary. They are related to consumer goods (tangible);

services not related to tangible products. Their action is directed at a person or at the conditions in which he is, their production is inseparable from consumption (immaterial).

International tourism is a specific service industry.

The specific features of international trade in services include:

Regulation within the country by the relevant legal provisions;

The absence or presence of the fact of crossing the border by a service is not a criterion for its export;

Services are not stored, they are produced and consumed at the same time;

The production and sale of services are under greater state protection (in most countries they are in full or partial state ownership) than the sphere of material production;

International trade in services has a major impact on trade in goods;

Not all types of services, unlike goods, can be traded (services for personal consumption).

In general, services are usually understood as a variety of activities that do not have an explicit material form.

The difference between services and goods in material form is that,

they are invisible;

not amenable to storage;

production and consumption of services tend to coincide in time and place.

The huge difference between a service and other goods is that the service is not tangible, that is, it cannot be touched or touched. The seller can only describe the benefits that arise from the provision of this service. The difficulty in working with services and their consumption is that they cannot be stored in time, and also the time of production of a service usually coincides with its consumption. A service can be provided only when an order comes or a client appears.

As a result, the next feature of the service arises - the inconstancy of quality. This problem can be avoided only by introducing certain service standards. In the international understanding, these features of a service are taken into account when dividing trade in goods and services.

There are two concepts of service, the first is private, that is, actions in relation to another person aimed at satisfying his needs. The second concept is considered already in the context of economic theory. According to this theory, a service is all kinds of benefits provided in the form of activity, as well as goods that can be produced, consumed and transmitted at the same time. In order to separate services, they must be classified.

In 1964, the scientist Stanton divided services into the following 10 groups:

1. services for the provision of housing;

2. Family service (home renovation, landscape maintenance, cleaning of living quarters, etc.);

3. rest and entertainment;

4. individual sanitary and hygienic service (washing, dry cleaning, cosmetic services, etc.);

5. medical and other health care services;

6. private education;

7. services in the field of business and other professional services (legal, accounting, consulting, etc.);

8. insurance and financial services;

9. transport services;

10. services in the field of communications.

Currently, this classification has undergone some changes and now the classification of services takes place according to UN standards, in which services are divided into 160 different types and 12 main sections:

1. Business services - 46 industry services.

2. Communication services - 25 types.

3. Construction and engineering services - 5 types.

4. Distribution services - 5 types.

5. General educational services - 5 types.

6. Services for the protection of the environment - 4 types.

7. Financial services, including insurance - 17 types.

8. Health care and social services - 4 types.

9. Tourism and travel - 4 types.

10. Services in the field of leisure, culture and sports - 5 types.

11. Transport services - 33 types.

12. Other services.

One of the most important patterns of economic development around the world is the relationship between economic growth and the increasing role of services in the national economy. This is reflected in an increase in the share of labor, material and financial resources used in the service sector.

With the development of society, the growth of productive forces, a certain development of the service sector occurs. There is an increase in employment in this area, an increase in the technical equipment of labor, the introduction of more and more advanced technologies. Currently, the role of services, as one of the most important sectors of the economy, is very large and relevant. This is due to the complication of production, saturation of the market with goods of both everyday and individual demand, with the rapid growth of scientific and technological progress, which leads to innovations in the life of society. All this is impossible without the existence of information, financial, transport, insurance and other types of services. Also, services are an integral part of trade in goods (especially technically complex), since the sale of goods requires an increasingly developed network, which consists mainly of services provided during the sale and after-sales services.

In the context of the development of market relations, as well as economic and political cataclysms occurring in our country, there are significant changes in the service sector. Under the current crisis conditions in Russia, the volume of services specifically inherent in the market economy (banking, financial, insurance, real estate, legal) is significantly increasing. The range of services related to the management and maintenance of public authorities and law enforcement agencies has increased. With the integration of the country's economy into the world economic space, there is a development of import and export of services, the emergence of fundamentally new technological foundations for the functioning of a number of services, including information.

There is an increasing expansion of the foundations for the reproduction of market and non-market services. At the same time, market services are gaining an increasingly significant share in the total volume of services.

According to international statistics, over 40% of foreign investments are invested in the development of the service sector, which confirms the relevance, interest and vision of the prospects for the development of this sector of the economy.

2. The structure of the service sector

In world economic practice, the service sector is usually differentiated into two subsectors:

Production of material services

Production of intangible services.

The production of material services includes transport, housing and communal services, and trade.

The production of intangible services, in turn, includes education, health care, social services, art, management, insurance, etc.

What is the difference between these subsectors? If we consider the connection directly between the production of services and the material object, then the following differences can be seen. In the production of material services, this process is inextricably linked with the material object. For example, trade changes the ownership of these very material objects, so transport changes the location of the object. However, in the production of intangible services, the material object is more divorced from the production process itself. In the latter case, most often a person acts as an object. All these differences do not always clearly distinguish between material services and non-material ones. An example is tourism, since it includes transport services and excursions at the same time. This means that in this situation, material and non-material services can be used in one type of service in the service sector.

It is customary to refer to the service sector (industry approach):

Trade (wholesale and retail);

Catering and accommodation services

(hotels, restaurants, etc.);

Transport;

Communication and information services;

Supply, procurement and storage services for material and technical resources;

Credit, finance and insurance, real estate transactions and other services to ensure the functioning of the market;

Education, culture and arts;

Science and Scientific Services;

Health care, including physical culture and sports;

Household maintenance services (services for the maintenance and repair of housing, production, household and communal services);

Personal services (non-production, household services, hairdressing salons, photo studio services, shoe shine, etc.);

Public administration services.

This sectoral classification of the service sector operates in many countries, including Russia.

F. Kotler, as the founder of marketing theory, proposed to classify services according to the following criteria:

First, are people or machines the source of the service? Among the services, the source of which is a person, there are those that require either the presence of professionals (catering, consulting on management problems), or qualified specialists (waiters), or unskilled labor (janitorial work, lawn maintenance). Among the services the machine serves as a source are those that require either automatic machines (vending machines), or devices operated by relatively low-skilled operators (taxis), or equipment operated by highly qualified specialists (airplanes, computers).

Second, is the presence of the client obligatory at the time of rendering services to him? If the presence of a customer is required, the service provider should consider the customer's requests. So, the owners of restaurants beautifully decorate their establishments, soft music sounds in them.

Third, what are the motives for the customer to purchase the service? Is the service designed to meet personal needs (personal services) or business needs (business services)? Typically, service providers develop different marketing programs for personal and business service markets.

Fourth, what are the motives of the service provider (commerce or non-commercial activity) and in what form are the services provided (individual or public services)? The combination of these two characteristics results in service systems that are completely different in their type.

It is also possible to classify services according to other criteria:

a) by the amount of capital costs;

b) by the degree of qualification of the performers;

c) by the complexity of technological processes;

d) according to the social status of the clientele (individuals and legal entities).

In the literature, you can also find the division of the service sector into three sectors:

tertiary - infrastructure (transport, communications, electricity and heat transmission);

quaternary - distribution and exchange (trade, insurance, finance);

five-fold - social and managerial (management, science, education, health care, art).

2.2 Service industry evolution

The next aspect that needs to be considered when studying the topic of the service sector is the evolution and development of the service sector from ancient times to our times. At the earliest stages of human development, the service sector already existed in its various manifestations. As progress developed and new types of material production appeared, the service sector also improved. Deep transformations of the social consumption system gave an even more powerful impetus in this direction.

The very first manifestation of the use of the service sector in the social structure of society was noticed in primitive society. For example, in each tribe there were leaders, they were in some way administrative subjects, that is, one of the areas of administrative activity of the service sector. Shamans and priests also provided social services. The army, in turn, provided property protection services. Historical sources indicate that in the ancient society there were already such spheres of services that were very similar to modern ones. For example, there was trade, transport, education, art, army, health care. Up to the end of the 19th and beginning of the 20th century, these areas were improved and communications, management, marketing, audit, and insurance were added to them. With the onset of a new era of human development in the context of high technologies and a scientific and technical boom, the industrial economy is being replaced by a post-industrial one. This entails an increase in the production of services per capita.

However, until the mid-20th century, the service sector was considered a secondary part of the global economy. People with a low level of education were mainly employed in this area. The reason for this was the erroneous opinion that the service sector does not bring the economy a sufficient level of income and is not in demand among the population. During the Soviet era, the service sector developed very slowly compared to Europe and the United States. Only after the scientific and technological revolution did the service sector begin to occupy a significant place in the economies of many countries. It is no coincidence that the post-industrial era is rightfully called the service era.

Improving the living standards of people, as well as the formation of the economy to a new level, has made it possible to increase the production of intangible products. The Second World War had a very negative effect on the development of the service sector, since at that time industrial production became the main sphere of the economy. In the countries on whose territory the hostilities were conducted, the material base of the service industries was destroyed to one degree or another, and after the war did not even meet the greatly reduced needs. In the post-war period, the outstripping development of the service industries was largely resumed, and the position of this sector in the economic structure is steadily expanding.

In the middle of the 20th century, the United States breaks out into the leaders in terms of the level of development of the service sector. However, not only the United States is investing heavily in this sector of the economy, but also in developing countries there is a sharp growth in the service sector. From all of the above, the following conclusion can be drawn. The service sector, having come a long way of development and undergoing many changes, is currently at the same level, and in some countries even higher than sectors such as industry and agriculture. The most important regularity in the evolution of the service sector is that it does not develop in isolation from material production in the integration of these types of activities, and the efficiency of a modern economy depends on the depth of integration.

3. Features of the service sector in the modern world

In itself, the concept of service provision provides for special attention to a person from a psychological point of view, as a client. Focus on meeting needs, be prepared in advance for a difficult situation in the service process, since each client is an individual. Any request and desire must be fulfilled for the high-quality implementation of the complex, since any discrepancy or omission in working with the client entails a negative label on the entire reputation of the serving object or subject. Therefore, most modern service companies have rules.

Firstly, all employees of the company are focused on the implementation of the main business process of the company - high-quality customer service. Secondly, for quality satisfaction of client requests, employees who directly deal with clients must go to the level of one-on-one interaction - a personal, not impersonal approach to each client, but starting, oddly enough, with a correctly learned role.

The service sector has a number of distinctive features and work mechanisms that cannot always be strictly classified, since changes in customer demand, the emergence of new services, as well as a high level of variability of consumed intangible goods dictate more and more new trends and force to revise old rules in serving consumers of certain other services.

We can only summarize the main features of the functioning:

Firstly, unlike goods, services are produced and consumed mainly at the same time, they are not subject to storage. This gives rise to the problem of regulating the supply and demand of services.

Secondly, services are often opposed to products, although the role of services in industry is increasing, which can include equipment repair, after-sales services and other services related to the sale of goods. It can be said that in many cases there is a product element in a service, just as there is a service element in the sale of a product. The close intertwining of the sale of goods and the provision of services makes it difficult to distinguish and record services.

Third, the service sector is usually more protected by the state from foreign competition than the sphere of material production. Moreover, in many countries, transport and communications, financial and insurance services, science, education, health care, utilities are traditionally fully or partially owned by the state, or strictly controlled and regulated by the state. The import of services, according to the governments of many countries, can pose a threat to national security and sovereignty, so it is regulated more strictly than trade in goods.

Conclusion

sphere of service society

In conclusion, it should be emphasized that the service sector itself is young and is being modified at a tremendous rate. Currently, the service sector is one of the most promising, rapidly developing sectors of the economy. It covers a wide range of activities, from trade and transport to financing, insurance and brokering of all kinds. Hotels and restaurants, laundries and hairdressers, educational and sports establishments, travel companies, radio and television stations, consulting firms, medical institutions, museums, theaters and cinemas are all part of the service sector. Almost all organizations provide services to one degree or another.

Despite some of the features of this area, which complicate the work with the client, throughout the world over the past 20 years there has been a high growth in labor productivity in the service sector. The concept of "services" in the mass perception is increasingly identified with a complex of high-tech and intellectual business and financial services, as well as with the branches of science, education and health care. The wave of renewal has also captured traditional industries: trade, transport, consumer services, recreational industries, etc.

In addition, the very concept of "service sector", without exaggeration, is all-encompassing. It includes household, medical, legal and many other services, that is, it does not just affect all aspects of people's daily life, but makes it truly high-quality, complete. For this reason alone, it would seem, the service - in the broad sense of the word - refers to those areas of business that do not require special support from outside. After all, people are ready to pay money for the services provided to them, and sometimes considerable ones.

The service sector, as we already know, refers to the tertiary sector of the economy, but in conclusion it should be emphasized that the advanced development of the tertiary sector, and especially the production services sector, is an inevitable condition and prerequisite for the civilizational transition of the economy to a market, post-industrial stage of development.

Bibliography

material service society

1. Belyaev MI, "Miology". Moscow, 2000

2. Demidova L.S. "Service sector of the USA: factors of dynamics acceleration", Moscow, 2005.

3.Kulibanova V.V. Marketing: Service activities. SPb., 2006.

4. Kulibanova V.V. Service activities. SPb., 2007.

5. Morozova E.Ya., Tikhonova E.D. Economics and organization of social and cultural enterprises. SPb., 2005.

6. Pesotskaya E.V. Service marketing. SPb., 2000.

7.Portal of the consumer services market - www.marketcenter.ru

8. Rodionova I.A. "World economy. Industrial sector ", St. Petersburg, 2002.

Tarushkin A.B. "Institutional Economics", St. Petersburg, 2004

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The service sector is one of the most promising, rapidly developing branches of the knowledge-based economy. Services are purposeful human activities, the result of which has a beneficial effect that satisfies any human needs.

Services are various types of human activity, as a result of which material benefits are not created, and which belong to the non-productive sphere. At the same time, the service sector is an important part of the real sector of the economy.

Modern economic theory reflects the new economic reality. The end of the 20th century and the beginning of the 21st century are characterized by the newest structure of post-industrial production. It has a number of distinctive features:

The latest production is capable of ensuring the massive satisfaction of the entire range of actual and future needs;

The modern economy includes two complementary spheres of production: material (creates material wealth) and non-material (creates spiritual, moral and other values \u200b\u200b- works of spiritual culture, art, science, etc.);

A special service sector is organically included in modern production.

Service is a kind of expedient activity, the useful result of which is manifested during work and is associated with the satisfaction of any need. The role of the service sector in a modern economy is determined by the following conditions:

New jobs are constantly being created in the service sector;

The service sector is increasing its share in the country's gross domestic product;

At the expense of the service sector, the time for servicing the household is reduced, which increases the quality of life of the population.

Households and firms are demanding more and more services, more complex and high quality services. The increasing role of services in the household has various reasons.

The following main factors can be identified to increase the role of services in the life of a modern household:

growing abundance;

striving for a better quality of life;

increased free time;

urbanization, necessitating new services (eg security);

demographic changes leading to an increase in the number of children and older people who need many services;

socio-economic changes, such as the emergence of families where husband and wife work, lack of personal time, etc .;

the increasing complexity of consumer demand, leading to an expansion of the very set of required services (for example, personal financial affairs);

Technological changes that improve the quality of services or create new types of services (for example, in the field of medical care, cable TV, receiving data over a computer network).

The growth in demand for services from firms and institutions is driven by growing complexity, internationalization and the complexity of their management. Specialized service firms are being created (eg, temporary assistance, conflict resolution), as well as complexes of needs in such established service industries as advertising, accounting and reporting, consulting, information systems, investment banking, market research. More sophisticated products and better technologies affecting firms' value chains require a growing range of design, management and repair services. The internationalization of competition fosters the growth of the services needed to support trade and the management of geographically dispersed enterprises (such as communications and recruitment). Changes in technology and governance are creating entirely new service industries.

Any product of labor produced for sale is a commodity. Hence, the services sold in different markets appear as an independent and very diverse group of goods.

The main role of a service as a product is the ability to meet the needs of customers. The main difference between a service and a physical product is as follows:

Any service is a process. The use of the term process allows a distinction to be made between services and physical goods, which by their nature cannot be a process;

People are an integral part of our services.

There is a tendency in the world to diversify the service sector, when many previously isolated types of services are combined under one company. A whole complex of them is offered, which increases the competitiveness of this company, weakening possible risks. Thus, banking, stock exchange and intermediary services merge into a single complex of financial services. Or, for example, there is a combination of various services within a transport company, such as life and cargo insurance, mail delivery, tourism.

The growing role and influence of the service sector on the economy has caused the need for research in order to classify services and determine the characteristics of marketing in this specific area. Today, the following characteristics of services as goods are known and widely used:

intangibility;

inseparability of production and consumption of services;

inconsistency of quality;

inability of services to store.

Intangibility means that a service cannot be tried, demonstrated, or seen until it is received. Intangibility causes problems for both the buyer and seller of the service. It is difficult for a buyer to understand and evaluate what is being sold before the purchase, and sometimes even after. At the same time, the intangibility of services makes life difficult for their sellers. The seller can only describe the benefits that arise from the provision of this service. Although there are services when the client cannot appreciate the benefits even after receiving them. The intangible nature of the services makes pricing and promotion difficult. A service is inseparable from its source, while a material product exists independently of the presence of its source. A service can be provided only when an order comes in or a client appears. Some experts believe that this is the most important factor that makes a service truly a service and distinguishes it from a product.

The indissolubility of consumption and production of services creates a special form of "consumer production". In this case, the consumer pays the cost of the service in advance, before he gets the opportunity to assess the level of satisfaction of his needs. This necessitates strengthening consumer confidence in the service provider. The impossibility of consuming a service without a manufacturer imposes restrictions on the development of sales activities. Sales divisions in the service sector in practice merge with advertising and propaganda departments, and their functions are reduced to stimulating the sale of services in various consumer segments. Including the buyer in the production of the service means that the seller must take care of what to produce and how. The last task is especially important. How bankers, insurance agents, lawyers, doctors and hairdressers behave when selling their services will determine the likelihood that the client will return more than once. Therefore, the correct selection and training of personnel is very important.

The variability in the performance of services is an inevitable consequence of the simultaneous production and consumption of services, as well as the fact that people are an integral part of the service. To reduce the variability of services, it is necessary to identify the causes of this phenomenon. Most often this is due to the qualifications of the employee, poor training and education of personnel, lack of competition in this area, lack of information and communication. Another very important source of service variability is, of course, the customer himself, his uniqueness. This explains the degree of customization of the service according to the buyer's requirements.

To reduce the variability of services, longstanding service companies develop and endeavor to maintain a service standard. The service standard is a set of mandatory rules for customer service, which are designed to guarantee a set level of quality for all operations performed. The service standard establishes formal criteria by which the level of customer service and the performance of any employee of the firm is assessed.

This can be, for example:

service time - 85% of clients should not queue for more than 5 minutes;

work with complaints and claims - the number of complaints should not be more than 2 per month per employee, for each complaint the client must receive an answer;

the maximum waiting time for an answer by phone and other formal criteria up to the requirements for employee clothing;

requirements for paperwork, letters, business papers, announcements. Well-designed, well-written business papers speak of respect for the client and the level of organization.

The quality control system is the protection of the service standard. To ensure quality control, an organization must:

Allocate funds for attracting and training qualified specialists;

Continuously monitor the degree of customer satisfaction through a system of complaints and suggestions, as well as customer questionnaires.

An important distinctive feature of services is their immediacy. Services cannot be saved for later sale. And if the capacity for services exceeds the demand for them, then income or the cost of services is lost. If demand exceeds supply, then services, like physical goods, cannot be taken from the warehouse. Fluctuations in demand are inherent in all types of services. It can change depending on the season, from the days of the week. The inability of services to store requires the development of a strategy that matches supply and demand for services:

setting differentiated prices, discounts, using other incentives, it is possible to shift part of the demand from the peak period to the quiet period;

increasing the speed of service, including through automation, allows you to work with a large number of clients;

introduction during periods of peak demand, as an alternative, additional services (coffee, magazines, etc.), which will help ease the waiting time for the main service;

to service the additional flow of clients, it is recommended to train staff in combining functions, as well as to hire temporary employees.

Based on the above analysis of a service as an economic category, the following conclusion can be drawn. Services are various types of human activities that do not create material goods and are related to the non-production sphere. Service quality is a very complex socio-economic category. In the broadest sense of the word, it reflects the equivalent ratio between the socially necessary expenditures of the producer's labor and the personal, individual time of consumption of a person, which, of course, contributes to the release of the individual's time intended for creativity. In a narrow sense, the quality of services characterizes the success and efficiency of interaction between service providers and service consumers.

Features of the services market

At its core, the service market, developing according to the laws of a market economy, is a kind of a commodity market and, at the same time, has a number of specific features, which determines a special approach to entrepreneurial and marketing activities designed to meet the demand for services.

The features of the services market are seen, first of all:

in the high dynamics of market processes (the provision of services is aimed at directly meeting human needs);

in territorial segmentation (forms of service provision, demand and conditions for the operation of service enterprises depend on the characteristics of the territory covered by a particular market);

In a high rate of capital turnover (one of the main advantages of a business in the service sector, which is a consequence of a shorter production cycle);

in high sensitivity to changes in market conditions (a property due to the impossibility of storing, storing and transporting services, as well as the temporal and spatial coincidence of their production and consumption);

in the specifics of the organization of production of services (with greater mobility, small and medium-sized enterprises that are producers of services have ample opportunities for flexible response to changes in the market situation);

In the specifics of the process of providing services (personal contact between the manufacturer and the consumer, on the one hand, creates conditions for the expansion of communicative ties, and on the other, increases the requirements for professional and qualification qualities, experience, ethics and general culture of the manufacturer);

In a high degree of differentiation of services (associated with diversification, personification and individualization of demand for services, it is considered as the most important incentive for innovation in the service sector, since the complex structure of demand causes the emergence of new, non-standard services, the search for a new service becomes a permanent process, which receives more and more development as market demand saturates);

In the uncertainty of the result of activities for the provision of services (the result of activities for the provision of services, which in many cases is subject to the influence of various qualities of the manufacturer, cannot be predetermined with sufficient accuracy; the final assessment of the result is possible only after the consumption of the service).

AG THE THEORIES OF TECHNOLOGY SPHERE OF SERVICES

UDC 336.64 BBK 65.05

SPHERE OF SERVICES AND MODERN TRENDS OF ITS DEVELOPMENT

G.V. Gioev, L.A. Podolyanets

Saint Petersburg State University

service and economics (SPbGUSE 191015, St. Petersburg, st.Kavalergardskaya, 7, letter A

The research was carried out with the support of the Ministry of Education and Science of the Russian Federation, Agreement 14.В37.21.1995

One of the features of the modern Russian economy, which corresponds to global trends, is the intensive development of the service sector, which is increasingly influencing the living conditions of the population. This influence manifests itself in the most diverse areas of human and society life, from the economic to the social sphere, and affects all the components that form the quality of life.

Confirmation of this thesis

the analysis of the economic development of Russia, which is characterized by the increasing importance of the service sector, serves. According to the Federal State Statistics Service of the Russian Federation, the share of all services in the formation of the structure of GDP for the period from 1990 to 2011 increased from 20% to 59.0%. Over the same period, in monetary terms, the growth in the provision of paid services to the population amounted to from 0.44 to 5424.8 billion rubles. respectively (Table 1).

Table 1. The volume of paid services to the population of the Russian Federation

Unit rev. 1990 1995 2000 2005 2006 2007 2008 2009 2010 2011

RUB billion (in actual prices) 0.44 113.0 602.7 2271.7 2798.9 3424.7 4079.6 4504.4 4851.0 5424.8

As a percentage of the previous year (in comparable prices) 110.2 82.3 104.7 106.3 107.6 107.7 104.3 97.5 101.5 103.0

A structural analysis of the existing trends in the service sector demonstrates an important difference - the rigidity of the factors of change: about 50% of the total

on the satisfaction of services of the so-called "obligatory nature", not "elastic" to the income of the population. These, as a rule, include all housing and communal and household services, from-

specific types of passenger transport services (tab. 2).

Table 2. Structure of paid services to the population of the Russian Federation (in% of the total)

Analysis indicators 2002 2005 2007 2008 2009 2010 2011

in% to the total RUB mln.

All services rendered 100 100 100 100 100 100 100 4851018

including

household 11.7 10.1 9.9 9.7 9.9 9.9 9.7 470990

transport 24.2 21.5 21.2 20.9 21.6 20.3 20 969778

communications 14.8 18.5 18.6 19.9 19.7 19.5 19.2 929786

housing 4.3 5.3 5.6 5.4 5.2 5.5 5.5 265357

utilities 16.1 18.3 18 17.6 17.6 19.3 21.2 1027002

hotels and similar accommodation facilities 3 2.6 2.7 2.7 2.6 2.4 2.3 111717

cultures 2 2.3 2.2 1.7 1.6 1.7 1.7 84,744

tourist 1.4 1.5 1.6 1.6 1.8 1.7 1.7 82246

physical culture and sports 0.4 0.7 0.6 0.6 0.6 0.6 0.6 27857

medical 4.9 4.8 4.9 4.7 4.8 4.9 5 244440

health resort 2.1 1.6 1.5 1.4 1.4 1.4 1.2 60523

veterinary 0.3 0.2 0.2 0.2 0.2 0.2 0.2 8780

legal 3.9 2.3 2.5 2.6 2.5 1.9 1.8 88393

education systems 6.7 6.7 6.9 7.1 7 6.9 6.7 326619

other services 4.2 3.6 3.6 3.9 3.5 3.8 3.2 152765

Consequently, the service sector has a significant growth reserve for services of a "non-compulsory nature" and, thus, is capable of and makes a very significant contribution to the increase in gross domestic product at relatively lower costs and shorter payback periods, as well as contribute to the development of domestic

market as the basis for stable economic growth.

There are a number of definitions of a service as an economic category. Let's consider one of the approaches, including the identification of such characteristics as generic definition, material basis, social form, unity of form and content (Table 3).

Table 3. Characteristics of services as an economic category

Generic definition of services Material basis of services Public form of service Unity of form and content

Service is a concept focused on the ability and willingness to carry out activities that ensure the satisfaction of a particular need of the client. The result of the service is the transformation of property, energy, information or other properties of objects, carried out in order to meet the qualitatively defined needs of the client, i.e. to order Service is a change in the state of a person or a product belonging to any economic unit that occurs as a result of the activities of another economic unit with the prior consent of the first Service is any activity carried out by mutual agreement of the parties that does not lead to the emergence of ownership rights to a material object

Thus, the above characteristics of a service as an economic category make it possible to clarify the definition of the term "service", which should be understood as one of the forms of economic relations between contracting parties, aimed at satisfying mutual needs concluded in the

useful results of their interaction as an economic product of the services market.

Analysis of the market for services of various types, their distinctive functions, tasks and features allows us to divide the properties of the service into general and specific (Fig. 1).

The specific properties of the service are the basis for the creation of additional utility service by enterprises and a way to improve the service to the population.

The world and domestic experience of social development management convincingly testifies that the socially oriented service sector is the core of modern civil society.

lization, the most powerful factor in the development of the country's economy.

Traditionally, the locomotive of the economy is recognized as industry, heavy and light, as well as the military-industrial complex, which bears the main burden as a generator of innovations and a leading taxpayer. However, without service activities that penetrate numerous sectors of the economy and in parallel

falling as its independent sphere, it is not possible to satisfy the constantly growing needs of the population.

In addition, the service sector contributes to the fulfillment of such an important social function of the state as ensuring employment for the population, increasing the employment level of a significant part of the population and providing services that do not require prior licensing of activities or the presence of higher education for the employee as a prerequisite.

Currently, the main trends in the development of the service sector should be considered as follows:

Associated with the processes of concentration and specialization of the production of services;

Are conditioned by the need to improve the organizational and structural factors of the functioning of enterprises in the service sector;

Determined by the need to use advanced experience in the functioning of the service sector in economically developed countries, taking into account the local characteristics of their provision.

These and other facts indicate the need to expand the share of state participation in the regulation and development of the service sector market. The solution to the problem associated with the development of state regulation in the new economic conditions of Russia should be carried out in close contact with market entities in the service sector. The principles of cooperation between state bodies and subjects of the service sector market can be: scientific study and phased implementation of the developed measures; taking into account and balancing the interests of all market participants; recognition of the leading role of the state as organizer

and the regulator of economic relations of the service sector market.

The importance and complexity of regulation of the service sector market require the development of a concept and appropriate methodological support. From this position, it is necessary to consider the improvement of state regulation of the economy both on a national and regional scale. In this case, the main attention should be paid to the development of specific

forms and methods, based on the geographical, ethnic and economic characteristics of the region.

Providing an organic connection between forms and methods will allow adapting traditional and pilot forms of regional development to the main methods of state regulation (direct and indirect), optimizing them, which will determine the most successful application of state regulation in managing the development of the region's services.

The main areas requiring the regulatory activities of authorities in the service sector should be considered:

Financial, tax and legislative support for small businesses, including those with a high share of venture capital, ensuring stable conditions for healthy competition, etc.;

Formation and development of state entrepreneurship in the most socially significant sectors (education, consumer services, housing and communal services, etc.);

Industry macro planning and macro programming;

Improving budgetary policy taking into account the state

support of socially significant service industries.

Taking these initial assumptions into account, the following concept for the development of the service sector is proposed (Fig. 2).

Basic provisions of the concept

Identification of prerequisites for the development of the service sector

Determination of the main trends in the development of the service sector

Justification of the need and development of goals and objectives for the development of the service sector

Decomposition of the components of the quality of life of the population

Concept development methodology

Concept assessment methods

Methods for analyzing the quality of life of the population Methods for estimating the quality of service Methods for estimating the consumption of psi dynamics: services

Directions for the implementation of the concept

Development and implementation of directions for the development of the service sector and improving the quality of life of the population

Improvement of the organization of service for consumers of services Improvement of the quality of service for consumers of services Increase in the competitiveness of service providers

Expected result of the concept implementation

Improving the quality of life of the population

Figure: 2. Model of the concept of development of the service sector

The concept is based on the idea of \u200b\u200bimproving the quality of life of the population by improving the consumption of goods in quantitative and qualitative terms, provided by the pace of development of the service sector, increasing the competitiveness of its subjects, improving the organization and improving the quality of service for consumers of services.

The prerequisites that determine the future development of the service sector are: the development of information and communication technologies; institutional transformations of the economy;

changes in intra-industry proportions in the structure of the economy; increasing the scientific capacity of the service sector; changes in the structure of supply and demand in the service market and, of course, an increase in the effective demand of the population.

Implementation of the concept both on a national scale and at the regional level can serve as one of the options for solving two significant tasks: development of the non-production sphere of the economy and ensuring sustainable economic growth as a material basis for improving the living standards of people; higher

improving the quality of human life and enhancing his labor participation in ensuring sustainable economic growth. The service sector has an integrating role in solving these problems.

The need to improve the organization of service to consumers of services arises from the main feature of the activity of the subject of the service sector - a complementary combination of processes of production of services and customer service. At the same time, there is no link in the service sector that separates the service provider and its consumer.

In other words, in the process of receiving a service, the consumer enters into direct contact with the enterprise, the results of which determine the consumer's perception of not only the service received, but the enterprise as a whole.

It follows that the organization of the service plays no less, if not a large role among other parameters that determine the perceptions and expectations of the consumer in relation to the service, the perception of the result of its receipt and the attitude to the activities of the service sector enterprise as a whole.

The choice of the processes of organizing service to consumers of services as a key link in the sphere of services allows us to identify and formulate two priority goals of their improvement:

For the consumer: ensuring satisfaction with the organization of services, which will lead to a return visit to the enterprise, an increase in the volume of consumption of services and, therefore, will create conditions for an increase in the standard of living;

For the enterprise: ensuring the demand for the services provided by consumers, which will lead to an increase in income and profits by increasing the attendance of the enterprise and create conditions for increasing competitiveness.

Based on these goals, it is possible to identify the main directions for improving the organization of customer service:

In the field of improving the product (service) being created: improving technical, operational, economic

mental and other parameters; organization of production of new types of services; expansion of the range of related services provided; the use of new technologies for the production of services and services;

In the field of improving the use of material resources: cost optimization; improving the efficiency of using all types of resources; use of new types of resources, especially information resources;

In the field of improving the quality of labor and the efficiency of using the labor resources of the enterprise: improving the conditions and organization of work; improvement of forms of payment and labor motivation; advanced training of employees; development of reward systems for the quality of service;

In the field of improving the organization and management of business processes: rationalization of the organizational structure, the use of new management technologies.

Particular attention needs to be paid to improving the process of organizing services based on its detailing according to the GOEP (O) methodology. In this regard, it becomes necessary to build a model of the service organization process “as is” and “as it should be”, dividing them into several levels of detail according to the content of the elements of the process and the conditions that ensure its improvement. The model “as it should be” according to the GOER (O) methodology (one of the levels of detail) is shown in Fig. 3.

In the proposed form, the process of organizing service acquires a pronounced focus on meeting the individual needs of customers and improving the quality of service processes.

Along with the task of improving the organization of customer service, another important task is to improve the quality of service as an independent direction to increase the influence of the service sector on the quality of life of the population.

For this purpose, improving the quality of service to consumers of services can be represented in the form of a model that includes the following basic elements: determination of factors of quality of service to consumers of services; selection of a methodological basis for building a model; concretization of the model object; clarification of requirements for the model, formulation of the goal and objectives of its development; construction and substantiation of the structural diagram of the model; determination of the conditions for the implementation of the model.

The purpose of the development is to create an alternative management tool that allows to ensure an effective solution to the goals and objectives of sustainable development of the service sector as a whole as a system and the implementation of the main goal of the functioning of its economic entities - improving the quality of

lening as a basis for the growth of the quality of life of consumers of services.

In the model, the service quality factors are combined into three groups: production (technological), labor and organizational. Labor factors are considered as the main ones, since they affect the quality of the service (from the standpoint of professionalism and skill), i.e. on production (technological) factors, as well as on the quality of the service process (from the standpoint of organizing interaction with consumers), i.e. on organizational factors. On the basis of the methodology of "total quality management", the object of the model is concretized, the requirements for it are specified and the tasks of its development are formulated.

Figure: 3. The model “as it should be” according to the GOER (O) methodology The model is a set. The system level reflects methodologically interrelated structural levels. gical foundations of the model, target - goals

its application, legal - the regulatory requirements of the environment for using the model, object - the area of \u200b\u200buse, and the social and economic levels characterize the expected results from the application of the model in practice

Thus, in modern Russia there is a need for the implementation of three main strategies in the service sector: increasing the level and quality of life

as a management tool. In accordance with these structural levels, the content of the elements of the model is detailed, the conditions for its implementation are highlighted and disclosed (tab.

villages, ensuring high rates of sustainable economic growth and building potential for future development.

Table 4. Structural levels, elements and conditions for the implementation of the model for improving the __ quality of service for consumers of services_

Structural levels of the model Elements of the model Priority conditions for the implementation of the model

Systemic Quality management system based on the "total quality management" (TQM) methodology Expanding the practice of using the total quality management methodology as a basic service quality management system

Target Quality management -\u003e improving the quality parameters of the development of the service sector -\u003e improving the quality of functioning of the service sector entity -\u003e improving the quality of services and services Choosing the quality of customer service as the main criterion for assessing the activities of a service sector enterprise

Legal Normative legal acts regulating the activities of economic entities and the service sector in a competitive environment -\u003e ■ standardization and certification of services -\u003e service standards Development of a national service quality standard, creation of a regulatory framework regulating the system of remuneration for service quality

Object Marketing product (service) process (service) -\u003e technology -\u003e personnel -\u003e organization Development of an internal policy of service quality at each enterprise in the service sector

Social Improvement of the quality of service for consumers of services -\u003e improvement of the quality of consumption - »improvement of the quality of life Specification of directions for the qualitative growth of consumption of services based on improving the quality of consumer services

Economic Sustainable development of the service sector -\u003e increasing the efficiency of the service sector entity -\u003e ■ increasing the competitiveness of the service sector entity and the product (service) created by it Development of directions for increasing the competitiveness of service sector entities based on improving the quality of customer service

LITERATURE

1. FSGS. The volume of household services to the population. URL: http://cbsd.gks.ru/ (date of treatment 02.14.2013).

2. FSGS. The structure of paid services to the population. URL: http://cbsd.gks.ru/ (date of treatment 02.14.2013).

3. Karkh D.A. Theoretical Foundations of the Development of the Essence of Trade Services II Bulletin of SUSU, Series “Economics and Management”. 2010. No. 7 (183).

4. Uligov A.A. Formation of factors of intensive development of the service sector in the modernization period of the economy: Avtoref. dis. ... Cand. econom. sciences. URL: http://www.sssu.ni/Portals/0/Dis/2012/uligov.doc (date of treatment 02.14.2013).

5. Solovieva L.V. Theory and methodology of the influence of the service sector on the quality of life of the population: Monograph. Belgorod: Cooperative Education, 2007.

6. Golodova Zh.G. The main directions of stimulation and evaluation of investment activity in the regions of Russia // Regional economy: theory and practice. 2008. No. 22 (79). S. 68-72.

7. Solovieva L.V. Service: essence, characteristics // Bulletin of Belgorod University of Consumer Cooperatives (special issue). 2005.

 

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