THE ROLE OF MARKETING IN THE DEVELOPMENT OF THE SERVICE SECTOR

Authors

  • Atajanova Kunsulu Aymuxanbet kizi Bachelor's degree "Marketing (in Agriculture)" 4th year student, Department of "Agribusiness and Accounting", Karakalpakstan Institute of Agriculture and Agrotechnologies, Nukus city, Republic of Karakalpakstan

Keywords:

Service sector, marketing strategies, economic development, digital marketing, consumer behavior, service quality, customer satisfaction, competitive advantage, CRM systems.

Abstract

This study proves that strategic marketing drives service sector development. Digital tools and CRM systems maximize revenue and quality, while traditional ads fail. Governments must boost regional IT infrastructure to ensure balanced economic growth.

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References

Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236–245.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education. (Note: The 8th edition exists but is from ~2020+; 7th is widely cited.)

Grönroos, C. (2015). Service management and marketing: Managing the service profit logic (4th ed.). John Wiley & Sons.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). World Scientific Publishing.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.

Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206–221. (Good for digital/service revolution part.)

Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73–80. (Classic on why services need different marketing.)

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. (Or latest edition.)

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.

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Published

2026-05-31

How to Cite

Atajanova Kunsulu Aymuxanbet kizi. (2026). THE ROLE OF MARKETING IN THE DEVELOPMENT OF THE SERVICE SECTOR. Journal of Applied Science and Social Science, 16(5), 1108–1114. Retrieved from https://www.internationaljournal.co.in/index.php/jasass/article/view/4513

Issue

Vol. 16 No. 5 (2026): Journal of Applied Science and Social Science

Section

Articles

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