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Vol. 12 No. 1 (2025)
Alfraganus University: Proceedings of the Republican Scientific and Practical Conference

Articles

CHAKANA SAVDO KORXONALARIDA XIZMAT SIFATI VA BREND IMIJI OʻRTASIDAGI BOGʻLIQLIK

DOI 10.63294/afucon/vol12iss1/184 Google Scholar Google Scholar Pages 974-981

Published 2025-12-12

Authors
Roʻzimatov Shoxboz Hamdambek oʻgʻli
Affiliation
Tashkent State University of Economics image/svg+xml
PDF (Uzbek)

Abstract

Maqolada chakana savdo korxonalarida xizmat sifati va brend imiji oʻrtasidagi nazariy-konseptual munosabatlar oʻrganildi. Tadqiqot asosini SERVQUAL oʻlchov modeli, Keller brend kapitalining konseptual tizimi hamda xizmat marketingining zamonaviy nazariyalari tashkil etdi. Xizmat sifatining beshta komponenti - ishonchlilik, javob berish qobiliyati, kafolat, empatiya va moddiy koʻrsatkichlar - brend imijining shakllanish mexanizmlariga taʼsiri nazariy jihatdan tahlil qilindi. Vositachi oʻzgaruvchilar sifatida isteʼmolchi qoniqishi, ishonch va sadoqat, idrok etilgan qiymat hamda xizmat muhiti omillari alohida koʻrib chiqildi. Xizmat sifati yuqori boʻlgan korxonalarda brend imijining mustahkamroq shakllanishi konseptual asoslandi. Chakana savdo sohasida brend strategiyasini xizmat sifati bilan integratsiyalashtirishga doir amaliy tavsiyalar ishlab chiqildi.

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