GAPS IN THE PERCEPTION OF SERVICE QUALITY FACTORS IN CUSTOMER EXPERIENCE MANAGEMENT

The article analyzes gaps in the perception of quality factors affecting the customer experience by employees and consumers in the hospitality industry. The aim of the work is to identify the discrepancy in the perception of factors affecting the management of consumer experience by employees and guests of enterprises in the hospitality industry. The levels of consumer involvement in the process of interaction with the company are highlighted. Methods of studying, evaluating, analyzing consumer behavior are analyzed. The main factors affecting customer satisfaction are highlighted. The main reasons for customer dissatisfaction with the services provided are analyzed. On the basis of the analysis, a model of inconsistency in the quality of the service provided between the consumer, personnel, and business owners was created. The presented model of service quality will make it possible to quickly respond to changes in the external environment, which is fundamentally important today in an increasingly concentrated competition. The main criteria of a pro-quality approach to the provision of services in the hospitality industry are considered: availability, communication skills, competence, courtesy and responsiveness, trust, reliability, safety, customer understanding. Highlighted and analyzed classifiers to determine the importance of service elements based on the perception of consumers. Thus, a comprehensive study of consumer experience, improvement of the quality management system should lead to an increase in guest loyalty and, ultimately, an improvement in the efficiency of the hotel enterprise.