Competition in the Consumer Services Market in the Context of Digitalization

Abstract

The intensity of changes in the consumer services market is characterized by an increase in the number of mutually beneficial cooperation between economic agents based on the growth of transactions using mobile devices and information products. At the same time, an increase in the satisfaction of the interests of consumers and service providers is achieved by increasing the choice and intensity of electronic sales. The article presents the author’s vision of the role of the mobile application market in the field of consumer services, assesses its advantages and disadvantages. When the concept of logistics in the field of consumer services is changing, the choice of a mobile application is important for entrepreneurs, as well as building communications with consumers depending on a specific platform, applications, devices and other aspects of the digital environment. Based on a comparative and content analysis, for the first time, new forms of service logistics are highlighted, as well as the possibility of promoting services from a producer to a consumer using various types of mobile applications, which can help ensure competitive advantages in the context of business digitalization in the field of consumer services. Using the observation method, the subject of which was the PESO communication model, changes were identified in its four communication channels through the use of Internet platforms, information and digital technologies. Special transformations are recorded when using the “owner’s channel” (owned media), which is explained by the modern possibilities of digital markets. Thus, in the interaction of economic agents and consumers, sites, mobile versions of sites are used, and recently mobile applications have become the “owner’s channel”. Due to this, the possibilities of searching, ordering products, the speed of their delivery, etc. are expanding. In conclusion, we note that the competitive advantages that are formed through the use of various opportunities provided by digital markets are reflected in table 1, their list is quite extensive.