Marketing basics of services based on the integrated values
In the article is analyzed the category of service in terms of marketing components of integrated (holistic) interaction and are presented the results of the critical analysis of the various scientific approaches to determining the nature and content services. The author characterized the classification approaches to services and offered the author’s view at the classification of services in the field of differentiation, focus and level of integration interaction. The theoretical and applied aspects of formation of competitiveness are discribed. The actual problems of establishing long-term mutually beneficial contacts of service businesses with consumers within the parameters of competitiveness are revealed. The author gives recommendations to improve customer loyalty to companies provided services on the basis of an integrated customer value.