FORMATION OF SERVICE AND COMMUNICATIVE CULTURE AS A STRATEGIC RESOURCE FOR THE COMPETITIVENESS OF THE HOTEL AND RESTAURANT INDUSTRY

Abstract

The article examines service and communication culture as an important factor in the management of hotel and restaurant complexes and in ensuring their competitiveness under the modern conditions of hospitality industry development. It is substantiated that the performance of enterprises largely depends not only on material and technical support but primarily on the level of service, professional staff communication, and the ability to create a positive customer experience. It is defined that service and communication culture encompasses a system of values, behavioral models, management approaches, and service standards that influence service quality and the formation of sustainable competitive advantages. The study analyzes the scientific foundations for understanding the competitiveness of hotel and restaurant enterprises, service culture, corporate interaction, and customer-oriented management. It is established that an insufficient level of service standards, low communicative competence of staff, lack of a systematic approach to service management, and weak adaptation to changes in the market environment negatively affect enterprise performance. It is proven that the communication skills of managers and employees directly influence the psychological climate in the team, staff motivation, and the level of customer satisfaction. Considerable attention is paid to the international experience of leading hospitality companies, in particular The Ritz-Carlton, Marriott International, and Hilton, which apply systemic service management models based on corporate values, service personalization, anticipation of customer needs, and continuous feedback mechanisms. The current state of development of the hotel and restaurant sector in Ukraine is examined, and trends in structural changes in enterprise activity during 2015–2024 are identified. The necessity of strategic modernization of enterprises is substantiated through the implementation of organizational-managerial, information-technological, financial-investment, marketing, and infrastructure development mechanisms.