Trading service in the paradigm of utility and value theory
Abstract. The article examines theoretical, methodological and conceptual approaches to the categories of "benefit", "utility", and "value" in an evolutionary context. The characteristic features of the above definitions are considered from the positions of scientists in different fields of science, which allowed determining the characteristic features, types and modern interpretation of concepts in the context of a trading service. The main purpose of the research is to develop theoretical and methodological approaches to the diagnosis of the effectiveness of the trading service. Clarifying the concept of the value of benefit allowed determining the model of its formation and diagnosis, as well as the structure of the benefit represented in the trading business, taking into account competitive advantages of an enterprise in relation to real and potential buyers. The interrelation of consumer satisfaction with the layout of the trading service from the standpoint of utility and value with the areas of evaluation and criteria for effectiveness of a trading business is substantiated. The theoretical and methodological basis of the research consists of the conceptual foundations of economics, formed taking into account achievements of related areas of natural science (philosophy, sociology, axiology, etc.). The materials use methods of critical analysis of generally accepted theories and observations, comparison and interpretation of the results of observation, formulation of hypotheses and findings through formalization. The presented author`s approaches and a model for diagnosing effectiveness of a trading service in the context of utility and value theories make it possible to expand the research in this area, taking into account the socio-market component and determine the directions of trading business development in conditions of non-price competition.
Keywords: benefit, utility, value, trading service, efficiency of trading service.
Highlights:
- the dialectic of approaches to definitions of "benefit", "utility" and "value" is investigated;
- the place and features of the "benefit" category in the context of a tradingservice are determined, and a model for its formation is proposed;
- the category of utility in the trading business is specified, its types are determined depending on the benefits received;
- the author`s interpretation of the category of "values" in the trading service is given, a model of formation is formed;
- the principle of evaluating effectiveness of a tradingservice from the point of view of consumer value is formulated and value to enterprise.
Olga N. Esina - Siberian Federal University, Krasnoyarsk, Russia