THE VALUE CHAIN AS A TOOL FOR ENHANCING THE COMPETITIVENESS OF SERVICE ENTERPRISES
Abstract
The article explores the concept of the value chain as a key instrument for enhancing the competitiveness of enterprises in the service sector. The study emphasizes that in modern market conditions, effective value chain management becomes a determinant factor of long-term sustainability, adaptability, and customer satisfaction in hospitality, restaurant, and other service-oriented businesses. The research begins with a theoretical analysis of the essence and structural components of the value chain, highlighting the role of primary and supporting activities in creating added value. Particular attention is paid to the identification of internal and external factors that influence the efficiency of value chain formation in service enterprises. This provides a foundation for understanding the specific challenges and opportunities faced by organizations operating in highly competitive environments. The article further investigates the importance of optimizing both core and auxiliary business processes as a means of improving operational efficiency and achieving higher competitiveness. Modern analytical tools and approaches for value chain improvement are considered, with an emphasis on digitalization, artificial intelligence, and big data management. The integration of technological innovations into service business processes is shown to increase productivity, reduce costs, and improve the quality of customer interaction. A separate focus is placed on the integration of customer-oriented strategies into the value chain. The study argues that embedding such strategies at every stage of value creation not only enhances customer loyalty but also strengthens the market position of enterprises by ensuring a higher level of consumer satisfaction. Moreover, differences in value chain formation between hotels, restaurants, and other service businesses are analyzed, demonstrating the need for industry-specific approaches. Finally, the article outlines the prospects for developing the value chain concept in the service sector under the influence of global trends and challenges, including digital transformation, sustainable development goals, and increasing international competition. The conclusions emphasize that the value chain serves as a strategic tool for ensuring competitiveness, resilience, and adaptability of service enterprises in the long run.
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