Організація сервісної діяльності у системі міжнародного клієнтоорієнтованого бізнесу підприємств сфери послуг
Organization of Service Activities in the System of International Customer-Oriented Business of Service Sector Enterprises

Summary/Abstract: The article examines the peculiarities of organizing service activities within the system of international customer-oriented business of service sector enterprises under the conditions of globalization and digital transformation of the economy. The purpose of the study is to substantiate the theoretical foundations and develop practical recommendations for organizing the service activities of service enterprises within the system of international customer-oriented business, taking into account current trends in the development of the market environment. The study reveals the essence of the customer-oriented approach as a strategic basis for the development of international business, which involves the integration of marketing, managerial, and service processes. The key principles of service activity organization are identified, including the standardization and adaptation of services to international markets, the development of a service culture among personnel, the implementation of digital platforms for customer interaction, and the use of analytical tools for assessing customer experience. Particular attention is paid to the role of innovations, including CRM systems, artificial intelligence, and business process automation, in improving the efficiency of service activities and creating competitive advantages for service enterprises. It is proved that customer orientation in the international context requires consideration of the cultural, socio-economic, and behavioral characteristics of consumers. Approaches to assessing service quality are generalized, and directions for improving the organization of service activities of enterprises in the international environment are identified. It is proved that effective customer orientation requires consideration of the cultural, socio-economic, and behavioral characteristics of consumers. The results of the study may be used in developing strategies for the advancement of service enterprises. Prospects for further research are associated with the development of omnichannel customer interaction models, the integration of innovative technologies, and the formation of adaptive managerial decisions in a dynamic international environment.

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