INNOVATIVE APPROACHES TO MODELING AND AUTOMATING SERVICE PROCESSES IN THE SERVICE QUALITY MANAGEMENT SYSTEM OF HOTEL ENTERPRISES

Abstract

The article substantiates the relevance of applying a process-based approach to modeling and automating service processes in hotel enterprises under conditions of increasing customer expectations, growing service complexity, and the need to ensure stable service quality. It is argued that effective service quality management requires a transition from fragmented and reactive managerial decisions to systematic design and coordination of service processes based on an integrated methodological framework. The study proposes an adapted service blueprint as a key tool for modeling service processes, enabling the integration of guest actions, service delivery operations, managerial coordination, and supporting activities within a unified process model. The service blueprint is interpreted not only as a visualization instrument, but also as an analytical and managerial tool that supports process standardization, identification of critical control points, and alignment of service operations with quality objectives. To identify the underlying causes of service quality deviations, a cause-and-effect analysis is applied, making it possible to establish causal links between service problems and organizational, technological, and managerial factors. The combined use of service blueprinting and cause-and-effect analysis provides a methodological basis for shifting from corrective actions to preventive service quality management. Special attention is given to the role of automation in enhancing transparency, controllability, and reproducibility of service processes. Digital tools and automated control mechanisms contribute to the standardization of service operations, reduction of service failures, and improvement of monitoring procedures. Automation is considered an integral element of the service quality management system rather than an isolated technological solution. The proposed conceptual and methodological approach expands existing views on service process modeling in the hotel industry and creates prerequisites for improving service quality management practices. The results of the study may be applied in service process design, development of quality management systems, and implementation of automated service control solutions in hotel enterprises.