Стаття

Отримано 01.11.2021

Доопрацьовано 17.03.2022

Прийнято 22.04.2022

Взято з Том 26, № 2, 2022

Сторінки 89 -103

Horiachko, К. (2022). Theoretical fundamentals of consumer value of recreational services. The National Transport University Bulletin, 26(2), 89-103. https://doi.org/10.33744/2308-6645-2022-2-52-089-103

Теоретичні засади споживчої цінності рекреаційних послуг

К. Горячко

У статті наведені основні результати теоретичного дослідження сутності поняття «споживча цінність» послуг та її складові. Об’єкт дослідження – теоретико-методологічні засади споживчої цінності. Предмет дослідження – споживча цінність рекреаційних послуг. Метою дослідження є визначення суті поняття «споживча цінність» рекреаційних послуг. Методи дослідження – метод аналізу та синтезу, дедукції та індукції, узагальнення та систематизації, абстрагування. У даній статті представлений мета-аналіз найбільш цитованої наукової літератури з метою уточнення та визначення поняття «споживчої цінності» сфери рекреаційних послуг. Розглянуті сучасні аспекти застосування мета-аналізу наукової літератури та здійснено його застосування з метою визначення сутності поняття «споживчої цінності» послуг. Для цього були адаптовані методики мета-аналізу описані у провідних наукових працях з маркетингу та запропонована методика підбору наукових джерел літератури з науково-метричних баз даних. Систематизація літератури відбувалась у програмному середовищі EndNote9.0. Проведений мета-аналіз включив 113 наукових джерел, однак, у вибірку увійшли 68 основних джерел літератури з маркетингу. Проведений мета-аналіз дозволив систематизувати наукові погляди найбільш цитованих робіт з маркетингу на «споживчу цінність» послуг, визначити основні її складові елементи. У статті були також визначені фактори та їх класифікація, які формують споживчу цінність. Визначені межі між споживчою цінністю, якістю, задоволеністю та лояльністю споживачів. Критичний аналіз джерел літератури дав змогу зробити висновок, що споживча цінність рекреаційних послуг є різницею між очікуваними вигодами(перевагами) та витратами (жертвами), які отримує споживач під час споживання. 

маркетинг; споживча цінність; рекреаційні послуги; складові споживчої цінності; цінність послуг
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https://doi.org/10.33744/2308-6645-2022-2-52-089-103