Safonenko A. Service Policy Formation of the Enterprise in Marketing System

The dissertation is devoted to the research of the theoretical positions and the elaboration scientific methodical recommendations concerning the formation of the service policy of the enterprises of the automobile manufacturers dealing net in marketing system under conditions is the service focused diversification of the the dealering network. The development tendencies of the national and regional automobile market are defined, its influence on the development of the automobile services, market and the enterprises activity conception's change of the auto - producers dealing network is investigated. According to the results of research, of the attitude of the different categories of consumers to the process of servicing of cars to the influence of the "servicing" factor on their decision - making about the purchase of a certain type of the car, their acceptance of the service quality level which is given by the official autodealers, and their basic competitors, the conclusions concerning the role of car-care centre in the process of the loyal consumer creation to the certain type of the car and the autodealer, are forme, the factors, influencing the quantity of clients that remain at service of the autodealer after the warranty service term is finished, are defined. The methodological approaches to the effective strategy influence formating on the loyalty of consumers via the model of the strategy's planning the loyalty of consumers via the model creation of the highest level maintenance strategy's planning of the consumers loyalty to enterprises of the auto - producers dealing network are offered and the support systems of the decision - making and the automatization of the consumers behaviour modelling process on dependence upon the change of their advantages and priorities, with the purpose of the quick reaction on the changes of the market current and the macro - environment factors influence are offered too.