DIRECTIONS FOR IMPLEMENTING A CUSTOMER-ORIENTED MANAGEMENT MODEL IN THE SERVICES SECTOR

Abstract

The article considers theoretical and practical aspects of implementing a customer-oriented management model in the service sector. An analysis of customer orientation as a component of relationship marketing in the conditions of a modern economy, which is characterized by a high level of competition, active digitalization of business processes and growing consumer expectations, is carried out. The concept of customer orientation as a strategic approach to managing an enterprise in the service sector is considered. This approach is aimed at creating long-term and mutually beneficial relationships with customers through a deep understanding of their needs, values and behavioral characteristics. The main theoretical approaches to interpreting customer orientation are studied, as well as its significance in building competitive advantages of companies operating in the service sector. Significant attention is paid to the analysis of tools for implementing a customer-oriented strategy, including customer experience management, personalization of services provided, and the involvement of digital channels of communication with consumers. The study outlines the relationship between the level of customer orientation and key performance indicators of companies: customer loyalty, satisfaction, frequency of repeat purchases and growth in profitability. The current challenges that companies face during the implementation and implementation of a customer-oriented approach are identified. In particular, this is the need for organizational changes, building a system of relationships with customers, improving the quality of service provision, adapting and using innovative technologies inherent in the information society. strengthening corporate culture and adapting innovative technologies. The features of the development of the express delivery market in Ukraine are considered as an example of implementing a customer-oriented approach in the service sector. Based on the research, directions for implementing a customer-oriented management model in the service sector are proposed. The recommendations given can be useful in both strategic and operational management. The results obtained deepen the theoretical foundations of service marketing and have applied significance for increasing business competitiveness.