MANAGEMENT OF THE FORMATION OF THE SOCIAL-INNOVATIVE IMAGE OF A SERVICE SECTOR ENTERPRISES

Abstract

The article examines the management process of forming a social-innovative image of a service enterprise, namely a dental clinic. The research is based on a detailed review of the main components and strategies used to manage the perception of the clinic among key stakeholders, including patients, staff, partners and the wider public. The strategic aspects of creating and maintaining the clinic's image are revealed, with an emphasis on social responsibility, innovation and effective communication. The described stages of analysis, planning, implementation and evaluation of the social-innovative image demonstrate the importance of a comprehensive approach to the management of the clinic's perception. Special attention is paid to the need to adapt to dynamic market conditions and changing consumer expectations, especially in the conditions of instability caused by the martial law in Ukraine. The authors emphasize the importance of a comprehensive approach that combines various aspects of the enterprise's activities to create a coherent and cohesive image. An important part of the research is the analysis of the matrix of image perception, which reveals the strengths and weaknesses of the clinic in the perception of its target audience. This matrix allows you to assess the level of customer satisfaction and the importance of various aspects of the clinic's activities, including service quality, staff professionalism, pricing policy, innovation and corporate social responsibility. The authors also provide practical recommendations for the use of tools to create and develop a positive image, paying attention to humanitarian assistance, ensuring security, effective communication and interaction with local communities. Measures for the formation and maintenance of the social-innovative image of a service sector enterprise at the appropriate stage of its life cycle are proposed, and a general profile of the enterprise's image is formed based on the results of the implementation of the proposed measures. In general, the study reveals the importance and complexity of the process of forming a social-innovative image of an enterprise in the service sector, emphasizing the need for a strategic approach, adaptation to changes in market conditions, and active involvement in social initiatives.