XIZMATLAR SOHASIDA RAQAMLI MARKETINGDAN FOYDALANISHNING METODOLOGIK ASOSLARI
DOI:
https://doi.org/10.5281/zenodo.20072430Keywords:
raqamli marketing, xizmatlar sohasi, savdo korxonasi, elektron tijorat, omnichannel, personalizatsiya, komplayens, mijoz tajribasi, konversiya, sodiqlikAbstract
Maqolada xizmatlar sohasida, xususan, savdo korxonalari faoliyatida raqamli marketingdan foydalanishning
metodologik asoslari o‘rganildi. Tadqiqot O‘zbekistonda shakllanayotgan raqamli iqtisodiyot, elektron tijorat infratuzilmasi,
reklama va shaxsga doir ma’lumotlarni tartibga soluvchi normativ-huquqiy bazaning savdo korxonalari marketing
qarorlariga ta’sirini baholashga qaratildi. Savdo platformalari misolida aksion takliflar, tezkor yetkazib berish, ko‘p variantli
to‘lov, bo‘lib to‘lash, sodiqlik mexanizmlari hamda shaffof kontent marketing natijalariga bevosita ta’sir ko‘rsatishi aniqlandi
References
1. O‘zbekiston Respublikasi Prezidentining 2023–yil 11–sentabrdagi PF–158–son Farmoni “O‘zbekiston – 2030”
strategiyasi to‘g‘risida. – LexUZ. URL: https://lex.uz/ru/docs/-6600413
2. O‘zbekiston Respublikasi Prezidentining 2020–yil 28–apreldagi PQ–4699–son Qarori “Raqamli iqtisodiyot va elektron
hukumatni keng joriy etish chora-tadbirlari to‘g‘risida”. – LexUZ. URL: https://lex.uz/docs/-4800657.
3. O‘zbekiston Respublikasining 2022–yil 29–sentabrdagi O‘RQ–792–son Qonuni “Elektron tijorat to‘g‘risida”. – LexUZ.
URL: https://lex.uz/uz/docs/-6213382.
4. O‘zbekiston Respublikasining 2022–yil 7–iyundagi O‘RQ–776–son Qonuni “Reklama to‘g‘risida”. – LexUZ. URL:
5. O‘zbekiston Respublikasining 2019–yil 2–iyuldagi O‘RQ–547–son Qonuni “Shaxsga doir ma’lumotlar to‘g‘risida”. –
LexUZ. URL: https://lex.uz/acts/-4396419.
6. O‘zbekiston Respublikasining 2026–yil 26–martdagi O‘RQ–1125–son Qonuni “Shaxsga doir ma’lumotlar to‘g‘risida”gi
Qonunga o‘zgartirish va qo‘shimchalar kiritish haqida. – LexUZ. URL: https://lex.uz/uz/docs/-8099215.
7. European External Action Service. Uzbekistan launches national e-commerce strategy to build a successful ecosystem.
– 2023–yil 9–fevral. URL: https://www.eeas.europa.eu/delegations/uzbekistan/uzbekistan-launches-national-ecommerce-
strategy-build-successful-ecosystem_en.
8. National Statistics Committee of the Republic of Uzbekistan. 94.2% of Uzbekistan’s population uses the Internet. –
2025–yil 29–sentabr. URL: https://stat.uz/en/press-center/news-of-committee/64213-zbekiston-a-olisining-94-2-foiziinternetdan-
fojdalanadi-4.
9. National Statistics Committee of the Republic of Uzbekistan. Internal trade statistics: e-commerce volume (official
dataset, billions soums, 2016–2024). URL: https://stat.uz/en/official-statistics/internal-trade; https://api.siat.stat.uz/
media/uploads/sdmx/sdmx_data_2833.json.
10. International Trade Administration. Uzbekistan – eCommerce. Country Commercial Guide. – 2025–yil 15–dekabr.
URL: https://www.trade.gov/country-commercial-guides/uzbekistan-ecommerce.
11. Madouri H. Digital Marketing in the Service Sector: Opportunities, Challenges and Transformation Strategies // Acta
Economica. – 2025. – Vol. 23, No. 43. – P. 141–159. – doi:10.63356/ace.2025.016.
12. Indiani D., Arifianti R., Muftiadi A. Digital Marketing Applications in the Retail Sector: A Systematic Mapping Study //
Ilomata International Journal of Management. – 2024. – Vol. 5, No. 2. – P. 617–636. – doi:10.61194/ijjm.v5i2.1168.
13. Phan A. T., Nguyen A. V., Ho N. V., Ha G. H. Social media marketing and customer purchase intention: Evidencebased
bibliometrics and text analysis // Innovative Marketing. – 2024. – Vol. 20, No. 2. – P. 169–181. – doi:10.21511/
im.20(2).2024.14.
14. Rahman S. M., Carlson J., Gudergan S. P., Wetzels M., Grewal D. How do omnichannel customer experiences affect
customer engagement? Theory and empirical validation // Journal of Business Research. – 2025. – Vol. 189. – Article
115196. – doi:10.1016/j.jbusres.2025.115196.
15. Gao W., Jiang N. Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective
// Journal of Theoretical and Applied Electronic Commerce Research. – 2025. – Vol. 20, No. 4. – Article 277. –
doi:10.3390/jtaer20040277.
16. Acatrinei C., Apostol I. G., Barbu L. N., Chivu (Popa) R.-G., Orzan M.-C. Artificial Intelligence in Digital Marketing:
Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks //
Sustainability. – 2025. – Vol. 17, No. 14. – Article 6638. – doi:10.3390/su17146638.
17. Google Play. Uzum Market: Online Store UZ. Developer: Uzum. URL: https://play.google.com/store/apps/details?id=uz.
uzum.app.
18. Google Play. Korzinka Go: dostavka produktov. Developer: Anglesey Food FE LLC. URL: https://play.google.com/
store/apps/details?id=com.korzinka.go.
19. ZOOD Ecosystem. ZOOD Mall Marketplace. URL: https://www.zood.biz/mall.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 GREEN ECONOMY AND DEVELOPMENT
This work is licensed under a Creative Commons Attribution 4.0 International License.