Читать книгу Труды IV Республиканской научно-практической online-конференции «Образование XXI века: проблемы, тенденции и перспективы» - Николай Сергеевич Лустов - Страница 6

MODERN TOOLS AND QUALITY MANAGEMENT METHODS OF SERVICE IN THE SYSTEM OF HEALTH TOURISM

(Scientific supervisor: Elmira Auezova, PhD, Gulzhahan Omarova, professor NCJSC «Semey medical university», Semey)

In the 80s of the last century, foreign scientists began to deal with the problem of quality of services. Two leading scientific schools of service marketing have been formed: the American school, represented by the works of L. Berry, A. Parasuraman and V. Zeitaml, and the Scandinavian school, which is made up of scientists from Finland and Sweden. American researchers have developed a methodology for continuous measurement and improvement of service quality. The methodology used for this was named SERVQUAL. The Scandinavian school introduced the concept of a two-factor quality model – functional and technical quality. The quality of service is created in the process of interaction between the consumer and the performer. The goal of the contractor is to create and maintain service quality standards. The main factor is the service processes of service quality and the behavior of staff. It is important not only what the vacationer receives in the service process – technical and technological quality, but also how this process occurs and is transformed into functional quality. At the same time, the staff must be motivated for high-quality service standards. American school use the SERVQUAL methodology as a universal tool for measuring the quality of service. American scientists believe that the quality of service is the result of comparing customer expectations regarding the quality of services and the impression of real services received. In recent years, in the domestic literature in various sectors of the economy, the assessment of the quality of services has become increasingly an object of consideration: scientific and methodological foundations for assessing the quality of services are being developed, models and methods of the service process focused on customer expectations, as well as issues of management and organization of services. Researchers pay special attention to the development of the service sector and the quality of services in the hospitality industry, service standards in the health resort sector.

The mechanism for introducing an intracorporate standard is a method for measuring the quality of health resort services and innovative service processes that affect service quality indicators. Internal corporate quality standard service in the sanatorium and resort area is a factor model that functionally allows you to most fully and timely provide vacationers with a complex service and health-improving services, characterized by qualitative and quantitative parameters, where the quality of service and the organizational service process are system-forming.

A service, unlike a product, is intangible. The service and its quality characteristics are inseparable in the service process, they are produced and consumed at the same time, they do not require system repair, storage. Service characteristics, measurement tools and service quality control require an original and unique approach.

Consumer satisfaction with health resort services is a key part of the study. The pricing strategy for wellness services is usually set by management, should attract vacationers, willing to pay the said price. While price defines the specialization of holiday needs, it is also an indicator of service quality, comfort level, and market segment in which the brand is located and competes with other resorts.

Effective resort revenue management should be based on key information sources of valuable information, consumer behavior of the target group, the results of systematic monitoring of service quality, volume of sales of the sanatorium-resort product. Development of a management strategy for a unified system of quality control of service, pricing, which is a backbone in the formation of a product (health, animation, excursion programs) that meets the needs of vacationers, is being created greater demand and, as a result, an increase in income. This leads to the assertion that revenue management is the process of maximizing profits from the sale of perishable resources, such as spa catering services, through price management, service quality, and service improvement through systematization.

Thus, only the resort team is able to form a favorable external image that contributes to the effective management of organizational and technological processes at the resort and technologies for promotion in the domestic and foreign markets.