SERVICE QUALITY MANAGEMENT AS AN IMPORTANT FACTOR IN INCREASING THE COMPETITIVENESS OF HOSPITALITY INDUSTRY ENTERPRISES
Abstract
The concept of service quality and directions of its management are considered. Factors influencing the satisfaction of consumer requirements as a degree of product quality have been identified. Approaches to evaluating the efficiency of hospitality industry enterprises are presented. The system of comparative indicators of profitability, which are used for the objective assessment of the activities of enterprises in the hospitality industry, is displayed. The goal of the study to find out the features of service quality management as an important factor in increasing the competitiveness of hospitality industry enterprises was achieved. In turn, the defined tasks of conducting an analysis of the relationship between consumer satisfaction and the efficiency of the company's activities and establishing the degree of influence of consumer satisfaction on the operations results of the hospitality industry enterprises were fulfilled. The main conclusion was that the concept of consumer satisfaction should be broader and not focus only on product quality: significant factors influencing satisfaction are omitted and absent in the final models. In addition, it was found that the quality of services or products should be more clearly defined in relation to the mentioned factors. It is shown that in order to achieve a higher level of consumer satisfaction, it is necessary to determine the optimal set of marketing tools and not only considering the competition, but also, in particular, considering the character, consumer preferences and capabilities. It has been proven that this is impossible without a thorough study of the customs, values and preferences of consumers. It was found that it is necessary to act comprehensively and strategically to meet the consumers needs. It is described that further research should examine the influence of the above factors on company performance, as well as the interrelationships and connections between individual factors, so that a compact unit and comprehensive model can be created that includes product quality, customer satisfaction, and company performance.
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