SCIENTIFIC AND THEORETICAL FOUNDATIONS OF MANAGING THE COMPETITIVENESS OF SERVICE ENTERPRISES

Abstract

The modern global economy is increasingly characterized by the dominance of the service sector. Enhancing the competitiveness of service enterprises requires a sophisticated management mechanism that integrates innovative technologies, human capital development, and strategic marketing. This article explores the scientific and theoretical foundations of managing competitiveness, analyzing key factors such as service quality, customer loyalty, and digital transformation. The study emphasizes the need for an adaptive management model that responds to dynamic market fluctuations and evolving consumer preferences.