Isakova Naima Ikromjonovna
Independent researcher at Urgench State University
Associate professor at Tashkent State University of Economics, PhD
E-mail: noimaisakova@gmail.ru
ORCID: 0009-0008-3370-6882
Abstract: This article examines the methodology for diagnosing the marketing activities of enterprises by taking into account the specific characteristics of the services provided. Theoretical and practical aspects of evaluating marketing effectiveness in the service sector are analyzed, and diagnostic criteria are developed based on the key service characteristics such as intangibility, inseparability, variability, and perishability. Particular attention is paid to assessing customer satisfaction, service quality, market share, customer loyalty, and digital marketing performance indicators. The research findings contribute to improving marketing strategies and enhancing the competitiveness of service enterprises.
Keywords: marketing diagnostics, service marketing, marketing effectiveness, service quality, customer satisfaction, competitiveness, marketing strategy.