MARKETING AND REQUIREMENTS ON QUALITY OF SERVICES

Quality of services has not yet been paid sufficient attention up till now and that is why the paper analyzes the requirements to be satisfi ed by quality of services from different aspects. Consumers compare th e standard of services they expect with that they get and so they eval uate the quality of services. This process results in the fact that qu ality of services comprises more than only the end-services rendered, especially the way how they were provided. The process is multidimensi onal: quality requirements are different from the point of view of con sumers, that of competitors and of those providing services. This fact is closely related to different methods of service-quality measuremen t by various objective and subjective criteria. A part of the paper al so deals with application of marketing in the sphere of services becau se the increase of competition in services requires a better utilizati on of marketing instruments, namely in the case when the firms providi ng services want to make themselves felt in the markets. Quality marke ting is essential because in ensures the customers' satisfaction, as t he employed are highly motivated which enhance performances of the fir ms providing services they being able to apply one of many different q uality strategies. The firms providing services must enforce, generate , introduce and maintain such a quality standard of services rendered to recruit as many customers as possible.