The study of consumer value on the market of recreational services

The article attempts to make a marketing diagnostic study of the consumer value of companies in the recreational services market. In many countries of the world, there is a change in the attitude of consumers to material values, their reorientation to spiritual, aesthetic and intellectual values. There is a gradual rejection of the materialistic orientation of consumer society, changing the concept of consumer value of many goods and services. Customers perceive value in different service contexts. In the process of creating consumer value, the most important thing is how consumers perceive products or services related to values, expectations, or perceived behavioral intentions. The hypothesis that the concept of value has shifted from a functional good to a value and experience is confirmed. To meet the needs of the consumer, it is necessary to focus on: maintaining high quality services, the need to create a strong emotional connection between services and important values for the client, creating and expanding new types of services that are primarily different from similar services of competitors, that is, differentiating services to ensure their novelty, lower prices, and better conditions of provision.