Improvement of service sales marketing channels according to changing customers behaviour

Abstract

The problem of the scientific article is defined by the changing behaviour of consumers as buyers of services, and its influence on the improvement of marketing distribution channels of service companies in order to increase sales of services and maintain long-term relationships with customers. The behaviour is compared in the business-to-business service sales sector, i.e., as the purchaser of the service is the company, and the employees working in it choose the most attractive way to purchase the service. With the advent of new information technologies and rapidly changing consumer behaviour, this is especially noticeable in the context of the Global Pandemic. As a result, service companies apply various service sales marketing channels when applying the business-to-business service sales model. The problem of the article is whether there is a big difference in the behaviour between different generations of consumers when choosing the marketing distribution channels of service companies? The aim of the article is to identify the factors influencing the improvement of service sales channels taking into account the behaviour of different generations of consumers in the business-to-business sector. The article, based on the analysis of scientific literature, reviews: (1) the basic habits of different generations of consumers, which reveal the impact of the ability of individual generations of different consumers to adapt to ever-changing smart technologies and to improve the sales channels of services, (2) distinguishes between predictable and unpredictable environmental factors influencing consumer behaviour and the purchase of services in the business-to-business sector. Based on the research of various authors analysed in the article, a theoretical model of factors influencing the improvement of service sales channels in the business-to-business sector has been developed.