SERVICE STRATEGY OF A TRADING ENTERPRISE: CONTEMPORARY TREND

Abstract

The relevance of the study is driven by the need for retail enterprises to adapt to changes in consumer behavior, the active implementation of digital technologies, and the growing role of emotional service in the post-pandemic reality and during the war with the Russian Federation. The article reveals the essence of the concept of a service strategy for retail enterprises and defines its significance in shaping competitive advantages in the modern market environment. The relationship between the service strategy and the level of competitiveness of an enterprise is outlined. Key trends in the development of the service component in trade are analyzed, including omnichannel approaches, customer orientation, the use of CRM systems, and chatbots. Particular attention is paid to the transformation of consumer behavior under the influence of social and economic factors. Given the globalization challenges, the rapid development of e-commerce, and the growing expectations of consumers regarding service quality, the service strategy is gaining critical importance for ensuring customer loyalty and the long-term stability of businesses. There is an increasing need for a systematic approach to developing service policies that take into account digitalization, automation of business processes, and the shift in consumer value orientations. The application of innovative technologies for service personalization becomes highly relevant, as it contributes to improving customer interaction and creating a positive consumer experience. In a highly competitive environment, retail enterprises must not only meet customers’ basic needs but also offer added value through service tools that ensure emotional comfort, convenience, and speed of service. The ability of businesses to respond flexibly to market changes by adapting their service approaches to new challenges and consumer needs — shaped by an unstable macroeconomic situation, technological progress, and social tension — is becoming increasingly important.