METHODOLOGICAL ASPECTS OF EVALUATING THE QUALITY OF HOTEL SERVICES

Abstract

The relevance of the problem of assessing the quality of hotel services in the conditions of dynamic development of the hotel business is extremely high, since it is the quality of service that becomes the main factor of the competitiveness of hotels. It affects the overall impression of customers, their loyalty and satisfaction, which, in turn, determines the success of the hotel enterprise. However, despite numerous studies in this area, the problem of quality assessment still has unresolved issues, in particular, regarding the standardization of assessment criteria, the lack of a single methodology for measuring quality and insufficient attention to the relationship between the quality of services and the financial results of hotels. The purpose of this article is to systematize the methodological aspects of assessing the quality of hotel services, identify the main components and methods of assessment, as well as develop a comprehensive model for improving the efficiency of quality management in the hotel business. The article focuses on the fact that effective quality assessment is important not only for improving customer service, but also for ensuring a stable financial position of enterprises. The study identified the main components of the quality of hotel services, which are conventionally divided into objective and subjective measurements. Objective components include hotel infrastructure, logistics, professional service standards, cleanliness, pricing policy. Subjective components include meeting customer needs, emotional perception of services, individual preferences, loyalty and guest reviews. The assessment of these factors allows you to get a comprehensive picture of the level of quality of services provided. The article also analyzes the main methods of assessing the quality of hotel services, such as customer surveys, interviews, the mystery shopper method, benchmarking, the Customer Satisfaction Index (CSI) and the Net Promoter Score (NPS). For each method, a detailed description of the algorithms for their application, as well as advantages and disadvantages, is provided, which helps to choose the most effective approach in each specific case. For example, the questionnaire method allows you to obtain objective feedback from a large number of guests, while the mystery shopper method allows you to assess the level of service "from the inside", without prior influence on the staff. An important conclusion is to emphasize the need to apply a comprehensive approach to quality assessment, which allows you to take into account all aspects, from infrastructure to the emotional perception of the client. This approach contributes to obtaining accurate and reliable data, which is the basis for effective quality management and making strategic decisions to improve services.