SERVICE QUALITY MANAGEMENT IN FOOD ESTABLISHMENTS: MODERN TRENDS AND CHALLENGES

The article discusses the current state and prospects of service quality management in food establishments in the face of growing consumer demands and digital transformation. The main directions of service development are analyzed, in particular digitalization of service processes, personalization of interaction with customers, environmental responsibility and increase of the level of service culture of personnel. The key challenges facing modern institutions have been identified: lack of qualified personnel, difficulties in introducing innovative solutions in small businesses, increased competition and the need for a systematic approach to monitoring service quality. Practical recommendations for improving service management processes in order to increase customer loyalty and competitiveness of food establishments are presented. It is determined that in the conditions of constant growth of consumer expectations and active development of digital technologies, the quality of service ceases to be only an operational function - it turns into a strategic tool for interaction with the client. The main trends that affect the transformation of service are analyzed: the introduction of digital tools (online menus, mobile applications, CRM systems), personalization of service, increase of service culture of personnel, environmental and social responsibility of business. Special attention is paid to the challenges faced by food establishments in the process of improving the service: personnel shortage, high staff turnover, limited resources for innovation, as well as insufficient level of management analytics. Practical recommendations for building an effective service quality management system have been proposed, in particular: development of internal service standards, regular training of personnel, use of digital feedback channels with customers, introduction of key indicators for assessing service activities