Abstract
The article reveals the essence of services as an object of exchange in trade entrepreneurship. The main characteristics of services have been analyzed and a conclusion has been drawn regarding the peculiarities of the formation of consumer choice regarding services. Specific features of sale and consumption of services are determined. The connection between the economy of impressions, emotional marketing and the behavior of the consumer of services is considered. Keywords: trade entrepreneurship, services, mass service systems, retail, service channels, service process management.
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