INCREASING THE COMPETITIVENESS OF UKRAINIAN HOSPITALITY INDUSTRY ENTERPRISES

Abstract

The article is devoted to the problem of increasing the competitiveness of hotel enterprises by implementing the concept of business process management based on CRM-system (customer relationship management). The presented ontology of competition theories shows that customer satisfaction is an important tool in competition. The main problems of Ukrainian hotels are studied, the main problems in the field of hospitality are revealed. A modern definition of management principles based on CRM has been formed. The directions of increasing the competitiveness of Ukrainian enterprises in the field of hospitality are considered: 1) improving the organization of business processes in the hotel in accordance with the key elements of CRM; 2) introduction of CRM in the marketing information system of the hotel; 3) development of a system of staff motivation as an important tool in obtaining competitive advantages. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The practical significance of the obtained results is to develop a marketing information system based on a CRM system using a neural network and an appropriate system of staff motivation to form a business strategy for customer relationship management as a factor in increasing the competitiveness of the hotel. As research has shown, the main advantages of implementing a CRM system in the hotel are: 1) the organization of all business processes is directed and focused on the client; improving the MIS of the hotel raises the level of awareness of users of hotel services; customer feedback is provided; preferences and tastes are researched in order to develop better services; the level of customer satisfaction increases; the best experience in both domestic and international market of hotel services is studied; service quality is monitored; emotional loyalty of consumers is controlled. A feature of CRM implementation is the need to motivate staff. In the conditions of competition of hospitality enterprises, the success and results of financial and economic activities depend on the quality of services provided, which, in turn, depend on the activities of staff to meet customer needs. Thus, the CRM system is an effective tool to increase the competitiveness of Ukrainian hospitality enterprises.