Wiedza jako podstawa budowy relacji z klientem w sektorze usług profesjonalnych
Knowledge as the Basis for Building Customer Relationships in the Professional Services Sector

Summary/Abstract: Today's highly-developed economies are characterized by mutual interaction between two major directions of development, ie servicisation, resulting in service economy dualism (division into living services and professional services), and the increasing role of knowledge in technological and social innovation (the emergence of information society or knowledge-based economy and innovation). Today, knowledge has become a central component of the production of goods and services, and learning is an important economic process. The main purpose of the case study article is to identify and critically analyze the data related to the creation and transfer of marketing knowledge in the network of professional services used to build long-term relationships with the client. The results of empirical research conducted in Poland in the professional services sector were presented. The study used a pairwise comparison study (Collins, Porras 2008). The surveyed companies represented the market for medical services, financial advice and legal services. The purpose of the information collection was to conduct six structured interviews using a standard questionnaire with managers of professional services units. Based on them, an attempt was made to identify the process of creating and transferring marketing knowledge in professional network services. The results of the study show that the compared entities differ in the area of ​​network organization, the process of creating, communicating and delivering value, levels of customer value. Comparative models of knowledge creation and transfer are constructed in a separate and different way in the area of: acquiring marketing knowledge and flowing into the network between partners, degree of knowledge protection, and the process of creating and transferring knowledge in the network. The results of the research can help in the market practice of professional service units by identifying leading solutions for knowledge creation and transfer.

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