CONCEPTUAL DIRECTIONS OF PROVIDING AND IMPROVING THE QUALITY OF SERVICES OF HOTEL AND RESTAURANT BUSINESS

During the provision of hotel and restaurant services, a special place is occupied by the problems of ensuring the quality of services. It is determined that the quality of service for consumers of hotel and restaurant services is influenced by two groups of factors: the requirements established in the regulatory documents and the requirements put forward by the consumer. The components of comfort as a determining factor in the quality of service, as well as the factors of customer satisfaction with the enterprise are determined. It is revealed that the quality of the service in full form can be assessed using the architecture of the consumer's expectations, which are influenced by his social circle, personal needs, life experience, and the media. The factors of difference in quality assessment by the consumer and service provider caused by «gaps» in the «SupplierConsumer» chain are investigated and preventive measures to avoid these «gaps» in relations with both external and internal consumers are determined. Consumer satisfaction indices have been developed, which make it possible to predict the financial result, analyze the effectiveness of development budget expenditures, and draw up a clear system of staff motivation. A questionnaire of hotel consumers has been developed. It is revealed that the decisive role in ensuring the quality of service is performed by staff. There are measures to promote fuller involvement of employees in the overall goal of providing consumers with high-quality services. It is proved that the fulfillment of the needs and desires of both a particular customer and the market as a whole can be achieved by developing and implementing a systematic approach to the process of providing services. It is proved that in order to maximize the satisfaction of the needs and expectations of consumers, the provision of high quality services, the management of the hotel and restaurant industry must develop, implement and constantly maintain quality management systems, as well as meet modern requirements of international and Ukrainian standards. Conceptual directions for ensuring and improving the quality of service provision and the efficiency of the hotel and restaurant industry have been developed.