THE UIVERSITY OF SZCZECI SCIENTIFIC JOURNAL No. 527 SERVICE MANAGEMENT Vol. 4 SZCZECI 2009 The articles are printed in accordance with the materials provided by the Authors. The publisher does not take responsibility for the articles’ content, form and style. Board of Editors Urszula Chęcińska, Danuta Kopycińska, Izabela Kowalska-Paszt, Piotr Niedzielski, Ewa Szuszkiewicz, Dariusz Wysocki Edward Włodarczyk– Chair Aleksander Panasiuk – Chair of the Senat Commision for Periodicals and Publishing Edyta Łongiewska-Wijas – Executive Editor of the Szczecin University Press Referees Beata Filipiak (University of Szczecin) Dorota Korenik (Wrocław University of Economics) Stanisław Korenik (Wrocław University of Economics) Bernard F. Kubiak (University of Gdańsk) Barbara Marciszewska (University School of Physical Education and Sport in Gdańsk) Bogdan Nogalski (University of Gdańsk) Aleksander Panasiuk (University of Szczecin) Kazimierz Rogoziński (Poznań University of Economics) Grzegorz Spychalski (Westpomeranian University of Technology) Scientific Board Marianna Daszkowska (Gdańsk University of Technology) Kazimierz Kłosiński (John Paul II Catholic University of Lublin) Jolanta Mazur (Warsaw School of Economics) Piotr Niedzielski (University of Szczecin) - Chair Aleksander Panasiuk (University of Szczecin) Mirosława Pluta-Olearnik (University of Business and Commerce in Wrocław) Kazimierz Rogoziński (Poznań University of Economics) Aniela Styś (Wrocław University of Economics) Scientific Editor Aleksander Panasiuk Editorial Manager Agnieszka Lewandowska Proofreading Leszek Gracz Text design Maciej Czaplewski © Copyright by the University of Szczecin, Szczecin 2009 ISS 1640-6818 ISS 1898-0511 SZCZECI UIVERSITY PRESS Edition I. Printing sheet size 16,9. Format B5. USPol 22/2009 TABLE OF COTET ITRODUCTIO ........................................................................................................................... 5 CHAPTER I - SOCIAL-ECOOMY POLICY I SERVICES MAGDALEA MAJCHRZAK - PERSPECTIVES OF BUSIESS SERVICES DEVELOPMET I THE EUROPEA UIO............................................................................ 9 LIBOR SVADLEKA - UIVERSAL POSTAL SERVICE AD LIBERALIZATIO OF THE EU AD CZECH POSTAL SECTOR............................................................................. 15 CHAPTER II - SERVICE ETERPRISE EVIROMET ROBERT RUMIŃSKI - SMALL AD MEDIUM-SIZED ETERPRISES I THE UITED KIGDOM – SHORT CHARACTERISTICS................................................................................. 25 CHAPTER III - FIACE MAAGEMET AURELIA BIELAWSKA - MEASUREMET, STRATEGIES AD ISTRUMETS OF SECURITY AGAIST RATE OF ITEREST RISK I A COMPAY..................................... 37 CHAPTER IV - MARKETIG MAAGEMET BEEDIKT BADAIK, HITHAM FAKIH, MILA STEFAIK - SKIMMIG THE MARKET OF O-BOARD ADVERTISIG.................................................................................. 47 LESZEK GRACZ - MAI METHODS AD AREAS OF ITERET MARKETIG I SERVICES ............................................................................................................................... 61 JOLATA KODRATOWICZ-POZORSKA - CHAGES I PERCEIVIG THE MARKET BY POLISH FARMERS ................................................................................................ 67 JACEK ST. ŁAWICKI - PARTERIG AS THE CORE MARKETIG STRATEGY COMPOET .............................................................................................................................. 75 RICHARD ICHOLLS - RESEARCHIG SERVICES USIG THE CRITICAL ICIDET TECHIQUE................................................................................................................................ 83 CHAPTER V - CUSTOMER RELATIOSHIP MAAGEMET MACIEJ BURAK - BEHID THE IT OUTSOURCIG DETERMIIG OPTIMAL STAFFIG LEVELS I SPECIALIZED COTACT CETERS................................................... 93 ADRZEJ RAPACZ, IZABELA MICHALSKA-DUDEK - ITEGRATED CRM CLASS SYSTEMS I PRACTICAL FUCTIOIG OF TRAVEL OFFICES I POLAD................... 101 CHAPTER VI - HUMA RESOURCES MAAGEMET WOJCIECH DOWAR - SOME ASPECTS OF HUMA RESOURCES MAAGEMET I COTACT–ITESIVE SERVICES...................................................................................... 115 IDA MUSIAŁKOWSKA, JOAA PRZYBYLSKA - IDETIFYIG TRAIIG EEDS OF EMPLOYEES AS A PART OF HUMA RESOURCE MAAGEMET - CULTURAL ISTITUTIOS CASE STUDY................................................................................................... 125 CHAPTER VII -IOVATIOS MAAGEMET ADAM STECYK - IMPLEMETATIO OF BLEDED LEARIG EFFICIECY OF LAMS WZIEU PROJECT – CASE STUDY........................................................................... 135 CHAPTER VIII - SERVICE ETERPRISE MAAGEMET MACIEJ CZAPLEWSKI - E-BUSIESS IFLUECE O ISURACE COMPAIES........... 143 BARBARA KOS - MODER CUSTOMER SERVICE AS THE COMPOET OF THE FIRM’S COMPETITIVE PREDOMIACE............................................................... 149 CHAPTER IX - REGIOAL MAAGEMET MARIA KACHIARZ - IS MEASURIG THE EFFICIECY OF LOCAL AUTHORITIES GROUDED .................................................................................................... 159 MAGDALEA KOGUT-JAWORSKA - CO-MAAGEMET OF BUSIESS ISTITUTIOAL FRAMEWORK BY LOCAL AUTHORITIES .................................................. 171 WIESŁAWA KUŹIAR, WIESŁAW SZOPIŃSKI - THE ROLE OF ADMIISTRATIVE SERVICES MARKETIG I MAAGEMET OF A LOCAL GOVERMET UIT............... 177 MAGDALEA ZIOŁO - APPRAISAL OF FIACIAL STADIG OF POLISH REGIOS – SELECTED ASPECTS ........................................................................................... 183 CHAPTER X - IFORMATIO MAAGEMET WIESŁAW M. MAZIARZ - ELECTROIC COMMUICATIOS: ITS COCEPT AD SERVICES.......................................................................................................................... 193 IWOA WIDEKILDE, ADERS HETE, VASILIS KALDAIS, RUE ROSWALL, ATOIO CIMIO - THE MARKET POTETIAL OF PERSOAL ETWORK SERVICES .................................................................................................................................. 201 CHAPTER XI - QUALITY MAAGEMET LILIAA JODKOWSKA - GERMA QUALITY MAAGEMET SYSTEMS I PUBLIC SERVICES .................................................................................................................................. 213 CHAPTER XII - KOWLEDGE MAAGEMET KAROLIA KITLAS - KOWLEDGE MAAGEMET – A CHALLEGE FOR PRESET COMPAIES............................................................................................................. 225 CHAPTER XIII - TOURISM MAAGEMET MIKOŁAJ JALIIK - SPECIFICITY OF AGROTOURIST FARM MAAGEMET.................. 237 ALEKSADER PAASIUK - TOURISM ECOOMY MAAGEMET I THE CODITIOS OF SUSTAIABLE DEVELOPMET................................................................ 247 JA SIKORA, AGIESZKA WARTECKA-WAŻYŃSKA - AGRITOURISM I FARMIG PLAIG. SOCIOLOGICAL AALYSIS OF EMPIRIC FIDIGS....................................... 257 ITRODUCTIO Service sector, in a global and European aspect, as well as in Poland, constantly strengthens its position within the economy’s structure. The natural cause of the phenomenon is a necessity of intensification of researches in that field. A dynamic development of the scientific researches (led by economic environments in Poland) in this sector have been noticed within the last few years. First scientific conference “Usługi 2008” (“Services 2008”), organized by two scientific environments of cities of Szczecin and Poznań, was dedicated to mentioned issues. Conference proceedings, published by the University of Szczecin in the two-volume publication, prove the variety of economic researches on the service sector. At this moment I would like to thank all the people involved in the conference organization, participants and authors of articles and especially panelists, for their effort put in the scientific meeting that integrated environments of scientists interested in the subject of services in Poland. Second conference “Service organizations management. School of the new recognition.” will be held in June 2009, this time organized by the Department of Services of the Faculty of Management, University of Economics in Poznań in the cooperation with the Faculty of Management and Economics of Services, Szczecin University. Therefore, the thematic range of the conference stays in accordance with the field of interests of the authors of articles in Scientific Journal “Service Management”. Fourth Scientific Journal “Service Management” is a continuation of issues taken up in the previous publications. Scientific articles (presented in the previous and already constant structure) were prepared by the authors representing universities which lead researches on the service sector and provide education in this field. At the same time, I would like to invite to preparation of new scientific articles staying within the scope of interests of the Journal, for the Journal’s next editions. Aleksander Panasiuk Chapter I ______________________ SOCIAL-ECOOMY POLICY I SERVICES SCIENTIFIC JOURNAL No. 527 SERVICE MANAGEMENT vol. 4 2009 MAGDALEA MAJCHRZAK University of Szczecin PERSPECTIVES OF BUSIESS SERVICES DEVELOPMET I THE EUROPEA UIO Introduction To a large extent the services conditioning economics, social and cultural progress are in a close relation with the social – economical transformations. “The development of services sphere is a certain correctness of economic development and the rate of the services development is one of the exponents of social and economic progress” 1. Not only the service sector