DETERMINING THE SYSTEM OF FACTORS DETERMINING THE COMPETITIVENESS OF SERVICE PROVIDERS AND ASSESSING THEM ON THE BASIS OF SERVICE QUALITY, VALUE PROPOSAL, CUSTOMER EXPERIENCE, BRAND CAPITAL AND SPEED INDICATORS
DOI:
https://doi.org/10.47390/SPR1342V6I2Y2026N11Keywords:
competitiveness; service quality; value proposition; customer experience; brand equity; responsiveness; composite index; PLS-SEM; service management.Abstract
This paper identifies a structured system of factors that shape the competitiveness of service providers and proposes an assessment methodology based on five integrated indicator blocks: service quality, value proposition, customer experience, brand equity, and speed/responsiveness. The theoretical foundation draws on service-dominant logic, the service-profit chain, resource-based theory, and brand equity frameworks. An operational measurement model is developed using survey scales (Likert), operational metrics (waiting time, response speed, fulfillment lead time), and market-outcome proxies (repurchase intention, recommendation likelihood). The “Results” section provides tables and conceptual figures: a macro–meso–micro factor matrix, an indicator catalogue, an index computation workflow, and illustrative PLS-SEM/SEM outputs. The paper concludes with actionable guidance for prioritizing key competitiveness drivers and establishing a transparent, replicable monitoring system.
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