Services Marketing: An Innovative Approach

Mukhtasar Mansurdjanovna Ziyaeva


This scientific article highlights the peculiarities and modern problems of service marketing. In modern global economic processes, directions for using the SERVQUAL model, which expresses the customer’s satisfaction or dissatisfaction with the quality of service in the process of service consumption, and the gaps of this model have been studied. In addition, directions for using the “7P” model to modernize service marketing have been studied.


SERVQUAL Model; “7P” Model; Marketing Service; Marketing Strategy; Competitiveness; Competitive Strategy; Innovative Approach; Satisfaction; Service Consumption; Dissatisfaction

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