An Ideology of Client-Oriented Service: Institutional and Commonality-Based Foundations

Abstract

The relevance of studying ideological foundations of service is determined by the significance of service in the system of social relations at the level of social commonalities interactions. An institutional regulation of the interaction between subjects of service requires exploring ways of institutional and commonality–based development of the participants’ social ties: consumers, representatives of the business community of the servicing sector and state agencies. Institutional characteristics of service disclose its links to social processes and reveal the problems of social interactions between different community subjects. A sociological approach allows for identifying opportunities for shaping sustainable service interaction of social commonalities. The study aims to explore institutional and commonality-based foundations of the ideology of service – the necessity to create an organizational model of service capable of extending the boundaries of client-orientation in service interactions is actualized. Based on the tradition of symbolic interactionism, commonality-driven, institutional, functional, and system approaches in sociology conditions for forming the social balance of the interests of service subjects at commonality-based and institutional levels of interaction were found. A commonality approach complemented by the theory of marketing made it possible to characterize the nature of the social impact of each service subject on the substance and forms of interaction. The social context of shaping relationships between interacting commonalities is characterized from the perspective of an institutional approach. The ideology of client-orientedness is able to overcome institutional controversies, provide stability in the social space of service practices. The focus of servicing business on the satisfaction of consumer needs defines the advantageous position of the consumer in market relations of service communality-based triad. Collaboration between entrepreneurs and the authorities is targeted to the provision of a fulfilling life of the citizens- the consumer within the framework of state policy and business efforts in the servicing sector of the economy.