QUALITY MANAGEMENT IN THE HOSPITALITY SECTOR IN THE CONTEXT OF FORMING COMMUNICATION POLICY AND COMPANY BRAND

Abstract

The article explores the key quality management methods in the hospitality industry as a fundamental basis for brand formation and the development of an effective communication policy. In the contemporary hospitality market, quality and safety of services increasingly determine not only operational efficiency but also brand perception, customer trust, and long-term competitiveness. Therefore, quality management is considered in the study as a strategic rather than purely operational category. The purpose of the article is to investigate the relationship between the quality of hotel services, particularly quality management methods, and brand building in the hospitality sector. The research focuses on identifying how internal quality management practices are transformed into external brand value through communication processes and customer experience. The methodological framework of the study is based on classical quality management tools and concepts, including Total Quality Management (TQM), the Deming cycle (PDCA), SERVQUAL, Lean management, and customer experience management, as well as the analysis of international ISO standards with their adaptation to the specifics of the hospitality industry. Special attention is paid to ISO 9001 and ISO 22000 standards as instruments that ensure process stability, service safety, and consistency of quality, which are critical for building brand trust. The study substantiates the role of quality management methods in shaping brand identity and communication policy as core elements of hospitality enterprise strategy. It is argued that quality management methods contribute not only to service standardization and improvement but also to the formation of consistent brand messages that align brand promises with actual service delivery. As a result, quality becomes a communicable value that strengthens the reputation and credibility of hospitality brands. A hierarchical triad “Safety – Quality – Competitiveness” is proposed as a conceptual framework for understanding the role of quality management in hospitality branding. Within this triad, safety is defined as a basic prerequisite for market presence and trust, quality as the primary source of customer value, and competitiveness as the outcome of effective integration of internal quality management and external communication. Based on this framework, an algorithm for building a communication policy in the hospitality sector is developed, emphasizing the continuity of quality improvement processes and their systematic communication to external stakeholders. Furthermore, the article proposes a weighted model for assessing the guest satisfaction index, which integrates indicators of safety, service quality, and brand perception. This model allows for evaluating how the brand is perceived by the external environment and provides a practical tool for benchmarking and assessing a company’s position within the competitive landscape of the hospitality industry. The results of the study can be used by hospitality enterprises to design brand-oriented quality management policies, improve communication strategies, enhance customer satisfaction and loyalty, and strengthen long-term competitiveness in a dynamic market environment.