Procedural Model for Maintenance Service Penetration into the Mature Market: The Case of Lithuania

Abstract

Neither scientific nor special literature contains systematic information about the actions required for maintenance service market penetration, and most of this kind of research is purely theoretical, not linked to practical possibilities and addressing these issues only fragmentary. Procedural model with flexible structure is developed; the model consists of 9 reasoned components. The article provides systematized information about the market penetration, based on modern scientific findings. The proposed model shows all the necessary actions, sequence of the performances, content of the actions and possibilities for using. The maintenance services market penetration model was tested and found to be suitable. This resulted in the emergence of a new maintenance company in the Lithuanian market. The use of the model will help to design a market penetration strategy for maintenance companies. Also, the use of the model can help to penetrate the maintenance market of any country which has a market economy and legitimized competition.

Keywords

• customers’ satisfaction
• maintenance service
• mature market
• model
• penetration strategy