Service in trade: theoretical and methodological approach

The article presents theoretical and methodological aspects of the formation of approaches to understanding the essence of the category "service in trade" in the context of digitalization of business processes and the development of a digital format for providing services. The subject of the study is the study of the totality of economic and organizational and managerial relations arising in the process of providing retail services in the retail sector from the perspective of a subjective approach. The purpose of the study is to scientifically substantiate methodological approaches in clarifying the content and characteristics of trade services, allowing to form a holistic understanding of the category of service in trade. The scientific hypothesis of the study is based on the assumption that the service in trade in modern conditions, in its essential content, reflects all the characteristics of the retail trade service provided to economic entities directly involved in the movement of goods from the manufacturer to the consumer. The validity of the results and main conclusions is ensured by the use of fundamental scientific works of domestic and foreign scientists engaged in the study of trade services. Despite the wide scope of research in this area, the conceptual apparatus of scientific definitions of the studied sphere is not fully represented. The results of the study allow us to expand the boundaries of understanding the service in trade and are the basis for the formation of methodological tools for evaluating the effectiveness of trade services using an omnichannel approach, which forms a new vision of the formation of a model for the provision of retail services in the context of the development of the digital economy.