A Methodological Approach to Managing the Adaptive Behavioral Customer Orientation of a Business in the Field of Service Provision

The need of business structures in the service sector (and in the restaurant business, in particu-lar) to implement rational marketing and behavioral adaptation to new conditions of functioning and development is associated with various limitations caused not only by the influence of external and internal factors of different origins, but also by the resource capabilities of subjects to build innovative solutions in the conditions of the mobilization orientation of the economy business processes (business models) focused on meeting the changed needs of consumers (customers) and ensuring the competitiveness of market agents interacting in this area in the interests of growth and strengthening the economic viability of regional entities. The necessity of improving the instrumental and methodological aspects of managing business adaptation processes at different hierarchical levels within various industry spheres and types of activities is argued on the basis of building business processes that take into account the changed economic nature of such categories as "competitiveness" and "adaptability" in relation to the new economic reality. Such an approach to adaptive transformations becomes the key to ensuring sustainable socio-economic growth at the level of territorial formations. The purpose of the study is to develop a methodological approach to managing adaptive behavioral customer orientation in the field of restaurant business in relation to the requirements of the mobilization stage of economic development as a tool for managing changes implemented during the reengineering of business processes and innovative transformations in advertising, marketing and other activities. The result of the study is the approbation of the proposed methodological approach at the enterprises of the restaurant business (using the example of the regional economy) to identify the dynamics of changes in the state of adaptive behavioral customer orientation of the subject averaged by indicators in the time period 2019–2023.