FORMATION OF SERVICE CULTURE AS A FACTOR OF COMPETITIVENESS OF HOTEL AND RESTAURANT ENTERPRISES
DOI:
https://doi.org/10.32782/2786-5843/2026-3-6Keywords:
service culture, competitiveness, quality of service, customer orientation, corporate cultureAbstract
Relevance of the study: increased competition in the hospitality industry in the context of economic transformation and military challenges, increased consumer demands for safety, quality of service and culture of interaction with personnel. Service culture is becoming a key factor in the formation of competitive advantages of hospitality enterprises, influencing their image, customer loyalty and stability of demand. Subject of the study: theoretical, methodological and applied aspects of the formation of service culture and its impact on the competitiveness of hospitality enterprises. Purpose of the study: to determine the essence and composition of service culture, its role in the formation of the competitiveness of hospitality enterprises. Research methodology: retrospective analysis, system-structural approach, methods of analysis and synthesis, analogies, comparative analysis, and generalisation method. Research results: the essence of service culture as a multi-component category is determined; the evolution of service culture in Ukraine is investigated; its role as an integral factor in the competitiveness of enterprises is substantiated; the key components of service culture are systematized; the main factors of the formation of service culture are determined; It is proven that service culture provides an increase in the quality of service and customer satisfaction. Practical significance: the possibility of using hospitality enterprises to improve the service management system, improve service quality, form a customer-oriented strategy and strengthen competitive positions. Conclusions: service culture is a complex system that integrates personnel, organisational, ethical, material and technical components and is a key factor in the competitiveness of hospitality enterprises. Its effective formation ensures an increase in the quality of service, the formation of a positive image and long-term customer loyalty. The prospect of further research is to develop methodological approaches to assessing the economic efficiency of investments in the development of the service culture of personnel.
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