Uman National University | today: 07/07/2025
| Author(s) |
МАЛЮГА Л. М. , , , Nepochatenko V.O., , , Uman National University of Horticulture |
||
|---|---|---|---|
| Category | Economics | ||
| year | 2025 | issue | Issue 106 Part 2 |
| pages | 101-108 | index UDK | 640.4:005.336.2:005.94 | DOI | 10.32782/2415-8240-2025-106-2-101-108 (Link) |
| Abstract | This article focuses on the scientific foundations and practical applications of serviceology in the context of hotel and restaurant business operations in Ukraine. In the light of growing consumer expectations, digital transformation, and competitive pressure, the study emphasizes the necessity of a comprehensive, customer-oriented service approach. The relevance of the study lies in the insufficient implementation of structured service models in Ukrainian hospitality businesses, especially during the post-crisis recovery and wartime conditions. Despite some successful examples, the majority of enterprises still operate without clear service standards or integrated service policies. The purpose of the article is to identify key serviceological components that shape customer experience and establish competitive advantage. The study aims to justify the need for a universal service model that integrates strategic planning, personalization, staff competency development, and digital tools into a single coherent framework. The methodological basis of the study includes theoretical synthesis, comparative and statistical analysis, and interpretation of secondary data from consulting agencies (e.g., Pro-Consulting, UATR). These methods were applied to assess the current state of service practices and to determine the potential for systemic implementation of serviceological principles. The results highlight that most hotel and restaurant businesses in Ukraine lack unified service strategies, staff training protocols, and feedback systems. However, digitalization and service design practices are emerging as transformative tools. A proposed universal model places the client at the center and emphasizes coordinated interaction across four key service zones: strategic planning, customer experience personalization, staff competence, and digital analytics. Supporting elements include standardization, training, feedback mechanisms, and a strong service culture. In conclusion, serviceology is presented not only as a conceptual discipline but also as a practical toolkit for sustainable development of hospitality enterprises. Its integration at all organizational levels is crucial for forming long-term customer loyalty, improving reputation, and increasing business performance in Ukraine’s competitive hospitality market. | ||
| Key words | serviceology, hospitality industry, customer experience, hotel and restaurant business, service quality, service strategy, digital service tools, service model. | ||