Paslaugos sampratos aktualizavimas šiuolaikinėje vadyboje / Redefining service notion in contemporary management


According to the World Bank’s figures, the service sector accounts for 69% of the global GDP and continues to expand. This growth takes place in the environment what has significantly changed and become more complex in the recent decades due to globalisation, the rapid development of technologies, social change, and government regulation. On the one hand, the services perceive a great deal of attention from the researchers because of their increasing importance in the economy. On the other hand, the unique transformations in services’ context raise the question of how the service notion is interpreted by the modern society, and whether services definition in the scientific literature considers the realities of the present era. The article, presenting the historical context, analyses the change in service definition and highlights the reasons behind this change. Based on the analysed service concepts found in the scientific literature and the results of the survey conducted, the service definition is updated so that it corresponds more to the contemporary management needs. The article employs the methods of comparative analysis, critical evaluation, abstraction, synthesis, and questionnaire survey.


Pasaulio banko teigimu, paslaugų sektorius sudaro didžiąją dalį (69 proc.) pasaulinio BVP ir toliau auga. Šis augimas vyksta aplinkoje, kuri per paskutinius dešimtmečius dėl globalizacijos, sparčiai tobulėjančių technologijų, socialinių pokyčių, vyriausybinio reguliavimo labai pasikeitė ir tapo daug sudėtingesnė. Viena vertus, paslaugos dėl išaugusios reikšmės ekonomikoje sulaukia didelio mokslininkų dėmesio, kita vertus, unikalias transformacijas patiriantis paslaugų kontekstas aktualizuoja paslaugos sampratos ir interpretavimo šiuolaikinėje visuomenėje klausimą – ar mokslinėje literatūroje pateikiamos paslaugų apibrėžtys atspindi dabartinio laikotarpio realijas? Straipsnyje, pristatant istorinį kontekstą, analizuojama paslaugos apibrėžties kaita, išryškinamos šią kaitą lėmusios priežastys. Remiantis išanalizuotais paslaugos sąvokos apibūdinimais mokslinėje literatūroje ir atliktos apklausos rezultatais, siūloma aktualizuota ir šiuolaikinės vadybos poreikius atitinkanti paslaugos apibrėžtis. Straipsnyje taikyti lyginamosios analizės, kritinio vertinimo, abstrahavimo, sintezės ir anketinės apklausos metodai.

Reikšminiai žodžiai: paslaugos samprata, paslaugų teorija, paslaugų savybės, paslaugų dominavimo logika, bendrakūra.

Keyword : service definition, theory of services, service characteristics, service dominant logic, co-creation

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