مساهمة تسويق الخدمات في التحول من مفهوم الصفقة إلى البعد العلائقي للتسويق : دراسة تحيلية بالتركيز على خاصية التلازمية، و نموذج زهرة الخدمات

الملخص EN

This study examined the contribution of services marketing to the shift of marketing from the concept of the deal to the orientation towards adopting the relational dimension as a contemporary marketing philosophy, and that was in the form of an analytical study using the descriptive analytical approach, and focusing on the inséparabilité characteristic and the Flower Model Services The study reached to highlight the effective contribution of services marketing in the emergence and development of marketing relations with a modern marketing approach that establishes the principle of establishing strong and sustainable relationships with customers, and this has been proven through the feature of inséparabilité and interaction between the service provider and the beneficiary, as well as through the Flower Model Services that indicates The transfer of concurance from essential services to complementary services, which requires closer contact with the customer and changing the way and methods of dealing with it.