Abstract
Customers are generally characterized by having different requirements in selection from the product offer. They are interested in the so-called differentiated offers on the market because the differentiation of services is based on providing higher added value to the customers in comparison with competitors. One of the ways of possible solution is the use of value chain which enables company to find the opportunities to differentiate its product portfolio. The value chain can be used for finding the sources of differentiation and suitable placement in a customer value chain, for identifying a way to create the value of competition as well as for ensuring of the most profitable placement in supply and distribution value chains. Contribution focuses on the possibility of using diagnostics of value chains in services and it also presents a draft sequence of the diagnostic phases applied in the evaluation of activities/processes contained in the value chains. An important part of this contribution is connected with the ideas about the completion of traditional value chain with virtual value chain. It presents the proposals to discussion which should currently integrate the virtual world of information into further value chains of service company activities.
Highlights
Services provided by different service companies in a competitive environment cannot be often mutually different
The results presented in this contribution were reached: on the basis of substantial excerption of theoretical approaches to given issue; by analysis of current state in the area of differentiation of offer in service sector; by formation of the value chain as the tool for structural analysis with aim to identify activities/processes leading to the differentiation and increase in value for customer and by synthetic methods for processing of draft sequence of diagnostic phases applied in evaluation of activities/processes contained in value chains
From this reason it has referred to the particularity of value chain whereby the value chain diagnostics is at the same time the diagnosing process of all company activities
Summary
Services provided by different service companies in a competitive environment (sector competition) cannot be often mutually different. Differentiated marketing offer, delivery (dispatch) conditions, image of service provider, specific traditional or online communication are the alternatives to the price competition. The main problem of service provider that wants to be different is that the innovations in this sector can be quickly copied and imitated. Company can differ from competition mainly by the quality of provided services in all its parameters
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