Fedorova S.V. ROLE OF RELATIONSHIP MARKETING IN PROMOTING SMART TECHNOLOGIES IN THE HOUSING AND UTILITIES MARKET

DOI: https://doi.org/10.15688/ek.jvolsu.2020.2.15

Svetlana V. Fedorova

Senior Lecturer, Department of Marketing, Volgograd State University, Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://orcid.org/0000-0002-9347-5931


Abstract. The purpose of the study is to determine the criteria for segmentation of consumers of housing and communal services and build a model of their needs as a basis for the formation of marketing relationships for the management organization in order to increase the effectiveness of the introduction of smart technologies in the housing and communal services market. The introduction of smart technologies in the sphere of housing and communal services directly depends on the development of the relationship marketing as a technology for coordinating interests of all stakeholders in the market under consideration. In relation to the market of housing and communal services (HCS), the relationship marketing has been studied very little, which is due to the weak development of the categorical and methodological apparatus of the concept itself, as well as the complexity and multidimensionality of the subject-object structure of the housing and communal services market as an object of research. The housing and utilities market is a complex system that includes two clusters: the utility and housing segments which differ in service parameters, market types, and the composition of market entities. The article analyzes key barriers to the introduction of smart technologies in the market of housing and communal services. Besides, the segmentation of consumers is carried out; a model of the hierarchy of needs of consumers of housing and communal services is proposed; the relationship between the needs and the selection of specific smart technologies for managing an apartment building is revealed.

Key words: housing and communal service, target segments, needs, relationship marketing, competitive mechanism.

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ROLE OF RELATIONSHIP MARKETING IN PROMOTING SMART TECHNOLOGIES IN THE HOUSING AND UTILITIES MARKET by Fedorova S.V. is licensed under a Creative Commons Attribution 4.0 International License.

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