DYNAMIC QUALITY MANAGEMENT OF HOTEL SERVICES UNDER CONDITIONS OF INSTABILITY
Abstract
The article substantiates a conceptual framework for dynamic quality management of hotel services under conditions of instability and heightened operational uncertainty. It argues that traditional static service standards, typically aligned with hotel category requirements, demonstrate limited effectiveness in turbulent environments characterized by demand volatility, resource constraints, military risks, and external shocks. In such contexts, maintaining fixed quality parameters may lead to inefficient resource allocation and growing gaps between objective service characteristics and subjective customer expectations. The study proposes a model based on discrete quality levels and adaptive service profiles that enable flexible adjustment of service parameters to changing environmental conditions. Objective quality is interpreted as a function of measurable service indicators and normative benchmarks, while subjective quality is viewed as context-dependent and influenced by external conditions and temporal factors. Dynamic management is defined as the deliberate selection of target service parameters that ensure acceptable customer-perceived quality under specific constraints. Four principal types of quality profiles are identified: reduction, enhancement, compensation, and redistribution. Each profile represents a structured configuration of service indicators activated in response to specific triggers. A classification of triggers is developed according to their level of impact: macro-environmental (exogenous systemic shocks), market-conjunctural (demand fluctuations and segment shifts), and operational-resource (endogenous constraints). The activation of adaptive profiles may occur through proactive, anticipatory, or reactive management strategies. The proposed approach transforms quality management from a static compliance mechanism into a dynamic resilience-oriented instrument aimed at minimizing expectation gaps, preserving functional stability, and maintaining brand integrity.
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