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AccordingtoK.Rogozińskiservicesmaybedefined:
•Bygeneralization–fromthisperspectivewemaydefineaserviceonlyvia
theuseofsuchtermsasactions,acts,activities.Therearenomorecontent-
-relatedcapableterms,thereforespecificationisobservedwithreferenceto
thekindorwayofsatisfyingneeds.
•Usingworkasacategoryappointinggenusproximus.Theintermediatestatus
ofthisnotionisbasedonadoubleintermedialfunctionandthecooperation
ofaserviceproviderandacustomerimpliedbythisfunction.
•Onabasiclevel–inaccordancewithL.Rubalcaby’ssuggestion
8–there
appearsanact,signedbyaspecificityofco-creation,thereforewemaycallit
acovalentact
9.
Themultitudeofapproachestodefinethecategoryofservicesmakesit
challengingtofindone,commonlyaccepteddefinitionofservices.
Aserviceisanactivitywhichtypicallyhasthesameelementsofintangibility
associatedwithit.Itinvolvessomeinteractionwithcustomersorpropertyin
theirpossession,anddoesnotresultinatransferofownership.Achangeof
conditionmayoccurandprovisionoftheservicemayormaynotbeclosely
associatedwithaphysicalproduct
10.Servicesarealsodefinedaseconomicac-
tivitiesofferedbyonepartytoanother.Oftentime-based,performancesbring
aboutdesiredresultstorecipients,orotherassets,whichthepurchasersarere-
sponsiblefor
11.
Serviceis“[…]anyactivitydirectlyorindirectlyrelatedtosatisfyhuman
needs,butnotdirectlyservingtocreateobjects”
12.Serviceisalso„[…]anactiv-
ityservingtosatisfyhumanneeds,whichisnotreflectedinnewtangible
goods”
13.Serviceisalso„[…]arealnon-tangiblesetofgoodsincorporatedin
businessassets,creatingnationalwealth”
14.Servicemaybedefinedas„[…]any
action,whichonepersonmayoffertoanother;itisintangibleanddoesnotresult
inanyownership,anditsproductionmayormaynotberelatedtoaphysical
8
L.Rubalcaba:Thenewserviceeconomy:ChallengesandpolicyimplicationsforEurope
(serviceseconomyandinnovationseries).EdwardElgar,Cheltenham2007,after:K.Rogoziński:
Definicjausługiito,coponiżej.In:UsługiwPolsce2012.Teoriausług–funkcjonowanie
sektorausługowego–kształceniewusługach.„ZeszytyNaukowe”,nr722,EkonomiczneProblemy
Usługnr95,US,Szczecin2012,p.17.
9
K.Rogoziński:Definicjausługi…,op.cit.,p.17;A.Dąbrowska:Konsumentnarynkuusług
wPolsce.IBRKiK,Warszawa2013,p.9-10.
10M.McDonald,P.Frow,A.Payne:Marketingplandforservices.Wiley,Cornwall2011,p.27.
11Ch.Lovelock,J.Wirtz:Servicesmarketing.people,technology,strategy.Pearson,NewJersey
2011,p.37.
12O.Lange:Ekonomiapolityczna.PWN,Warszawa1978,s.19.
13L.Garbarski,I.Rutkowski,W.Wrzosek:Marketing.Punktzwrotnynowoczesnejfirmy.PWE,
Warszawa1998,p.570.
14M.Daszkowska:Tożsamośćwusługach.„MarketingwPraktyce”1996,nr3,p.10.
10