SERVQUAL IN PRINTING: A COMPREHENSIVE MODEL FOR ASSESSING SERVICE QUALITY AND CUSTOMER SATISFACTION

The article examines the application of the SERVQUAL methodology for comprehensive assessment of service quality in the printing industry. The analysis of technological stages of the production chain "order-prepress-printing-logistics" is conducted from the perspective of five service quality dimensions according to the SERVQUAL model. The research results are developed criteria for assessing service quality at each stage of printing production and methodological recommendations for improving customer satisfaction of printing companies. The conclusion is drawn about the necessity of integrating the SERVQUAL methodology into the quality management system of printing enterprises to ensure competitiveness in the context of industry digitalization.