THE ESSENCE, SPECIFICS AND STRUCTURE OF THE TECHNICAL SERVICE MARKET AS AN OBJECT OF MARKETING MANAGEMENT

Abstract

The article provides a comprehensive theoretical and methodological generalization of the conceptual foundations for the functioning of the technical service market as a specific object of marketing management in the context of systemic economic servitization and digital transformation.

It is substantiated that the specifics of marketing management in this domain are driven by the pronounced manifestation of fundamental service characteristics (intangibility, inseparability, variability, and perishability), which acquire distinct technological and organizational features during technical maintenance and repair. The author proposes an adapted matrix of marketing management tools designed to neutralize consumer risks through quality visualization (Physical Evidence), comprehensive standardization of service procedures (ISO/SLA compliance), and dynamic demand-capacity optimization.

A structural decomposition of the technical service market is performed based on sector-target parameters, leading to the identification of four key macro-segments: automotive, industrial, agricultural, and domestic services. The study determines unique profiles for each segment regarding target audiences, critical selection criteria, dominating service categories, levels of technological deployment, and optimal promotional channels.

It is proven that contemporary market evolution is shaped by digital servitization, driving a strategic shift from traditional reactive and scheduled maintenance to proactive predictive models (Predictive Maintenance) powered by IIoT sensors, artificial intelligence, and Smart O&M platforms. The necessity of implementing an expanded 7P marketing mix model integrated with end-to-end CRM infrastructure is fully demonstrated. This integrated approach ensures the effective transition of service enterprises toward long-term customer relationship management within Product-Service Systems (PSS), optimizes Total Cost of Ownership (TCO) for clients, and fosters sustainable development within the principles of a circular economy.