E-services: concept, specificity, and marketing elements to create their value

Abstract

These days we can observe a rapid growth in the development of e-services. The fact that a new type of services is provided and consumed using an Internet-based or electronic system is of great importance to the marketing strategy. In the article, the authors discuss the nature and specificity of e-services, as well as propose five key elements of marketing strategy which can be used to create value to customer. These five key elements are as follows: architecture of an e-service system, information, e-service quality, social network, and brand. The article is conceptual in nature. In order to achieve the aim pursued, the method of critical analysis of literature was used. Moreover, all three methods of reasoning − induction, deduction, and analogy − were employed.