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COMPARATIVE ANALYSIS OF THE ECONOMIC ESSENCE OF TRADITIONAL AND DIGITAL SERVICES

The article presents a comparative analysis of the leading scientific approaches to defining the essence of traditional and digital services. Based on the content analysis of the definition of “service”, it is proved that its essence is revealed from the standpoint of the process, the result of economic activity, economic good or benefit, unique product, customer focus, a combination of different service characteristics. Analysis of scientific approaches to defining the essence of the category “service” allowed to identify the characteristics of services. These include intangibility and inability to evaluate services, the intangibility of services, continuity of production and consumption of services, short life of services, variability of services, inelasticity of services, lack of ownership and urgency of services, individualization and subjectivity of service. It is determined that the specificity of the service as a commodity is manifested in its insensitivity to the moment of consumption, which involves direct or indirect interaction between the consumer and the service provider. 
The article proves that the factor that changes consumer behaviour, stimulating the transformation of services content, is the development of digital technologies and increasing their accessibility to a wide range of people. The essence of electronic services is substantiated, which are mainly considered in the context of such main characteristics as a technology of providing (transmission) of e-service, the information content of e-service, orientation on self-service. It is proved that there are many significant differences between digital services and services in their classical, traditional sense, which cover different levels of interaction between consumer and service provider, availability of services, method, geography and environment of their provision, standardization, scaling and automation of services, levels of digital technologies usage, the potential to meet future demand and community formation, the need to protect intellectual property rights and illegal activities of third parties, the peculiarities of cost formation.