Digital service as the basis of competitiveness in the field of online services

Abstract

The purpose of the study is to determine the essence of digital service and substantiate its role as a factor in shaping the competitiveness of enterprises in the field of online services, systematize modern scientific approaches to its interpretation and identify key elements of digital service, such as information systems, information technologies, service marketing and consumers. The work uses a systematic analysis of scientific literature, a comparative analysis of technocratic, service-oriented and integrative-economic approaches, an analytical assessment of market data and a SWOT analysis of leading Ukrainian online platforms. This combination of methods made it possible to investigate the relationship between technological solutions, marketing tools and consumer behavior with the effectiveness of digital services. The study showed that the effectiveness of digital service is determined by the integration of information systems and technologies with service-oriented management and marketing approaches. This ensures personalization of interaction with consumers, optimization of business processes, increased service speed and strengthening of competitive advantages of enterprises. The analysis of online platforms confirmed the significant role of digital services in increasing product visibility, attracting users and forming sustainable market positions. It was established that the synergy of technological and service components forms a new model of the service economy, where digital service acts as a strategic tool for improving the quality and uniqueness of services. The proposed recommendations for the development of information systems, the introduction of innovative technologies, the optimization of marketing communications and consumer orientation can be used to increase the competitiveness of enterprise services in the digital environment.