SERVICE QUALITY FACTORS AND THEIR IMPACT ON CONSUMER BEHAVIOR

The impact of service quality factors on consumer behavior in various segments of the tourism and hotel market is a poorly studied area in the industry. Existing organizational quality management systems at hospitality and tourism enterprises are not relevant in terms of changes in consumer behavior, and there is a significant lag behind socio-cultural and socio-economic trends in society. In the context of increasing competition in the hotel and tourism services market and the evolution of consumer preferences, the relevance of the research is due to the need to develop a factor model of service quality, which serves to understand the contradictions and problems that arise in the organizational processes of service quality management. The object of the study is the factors of service quality in the hotel and tourism business, affecting not only the efficiency of the organizational management system, but also the behavior of consumers, in particular their negative assessment in certain aspects of the service process, which subsequently reduces the rating indicators and reputation of the enterprise as a whole. The aim of the study is to analyze the influence of service quality factors on consumer behavior in various segments of the tourism and hotel market, with an emphasis on identifying differences in consumer preferences depending on the market segment. The methods of assessing service quality, namely SERVQUAL and «Secret Guest», are considered. The research methods are: statistical analysis of consumer preferences; study of scientific publications on the research problem, information and analytical method based on the study of interaction between hospitality industry enterprises and consumers, as well as between consumers themselves. The market research also used statistical methods of analysis, observation, and information synthesis. The results showed that the influence of service quality factors on consumer behavior directly depends on a certain segment of the tourism and hotel market. The study allows us to conclude that service quality factors play a key role in shaping positive consumer behavior and expand professional guidelines, allowing us to find new marketing mechanisms and tools to improve service quality standards. The scientific novelty of the study lies in the development of an evaluation matrix as an effective tool for determining the level of tourist satisfaction. The development of a twelve-factor model helps to identify twelve main problems arising in the organizational quality management system at enterprises. The practical value of this study is that its research results can be used as a basis for planning an effective quality management system at an enterprise, and awareness of quality factors will help clarify the organizational and service process and build effective algorithms for interaction within the team. The results of this study can serve as a basis for further research work devoted to studying the influence of service quality factors on consumer behavior in various segments of the tourism and hotel market.