SERVICE QUALITY MANAGEMENT AS A TOOL FOR ENHANCING THE COMPETITIVENESS OF TOURISM AND HOSPITALITY ENTERPRISES
Abstract
The article substantiates that service quality management is a key tool for enhancing the competitiveness of tourism and hospitality enterprises amid intensifying market competition, the digitalization of sales channels, and the growing impact of online reputation. The specific nature of service quality is defined as being driven by the intangibility of services and their multidimensional character, manifested in the combination of functional parameters (responsiveness, reliability, safety), emotional components (experience, care, individualization), and digital dimensions (convenience of online booking, speed of communication, information transparency). Typical problems in quality management in hospitality enterprises are analyzed, among which the most prevalent are the lack of unified standards, a shortage of qualified personnel, the use of outdated management approaches, insufficient automation, and the neglect of consumer feedback. It is proven that reliance on reactive management principles, focused on eliminating symptoms rather than the root causes of deviations, leads to recurring service failures and a loss of controllability over quality. Management mechanisms for improving quality are systematized within an integrated framework: designing customer value (service concept, standards, customer journey mapping), managing quality assurance processes (standard operating procedures (SOP), resource planning, competency development), measurement and control (combining process indicators with reputational metrics, including Online Travel Agencies (OTA) ratings and review sentiment), and continuous improvement based on the PDCA (Plan-Do-Check-Act) cycle. A cause-and-effect relationship between quality and competitiveness is substantiated. It is shown that process quality delivers a predictable customer experience at critical touchpoints, increases customer value from the service, strengthens loyalty and reputational capital, and ultimately ensures revenue growth and reduces costs associated with poor quality.
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