CUSTOMER-CENTRIC APPROACH TO SERVICE QUALITY MANAGEMENT: MODERN ASSESSMENT TOOLS AND PERFORMANCE INDICATORS

Abstract

The article offers methodological recommendations for implementing a customer-centric approach to service quality management in the context of digital transformation and increasing market competition. The purpose of this study is to develop methodological recommendations for implementing a customer-oriented approach to service quality management through the use of modern assessment tools and performance indicators.The research is based on comparative, analytical, and system approaches. Methods of theoretical generalization, comparison of international quality management practices, synthesis of customer-oriented management tools, and conceptual modelling were applied. Special attention was devoted to the integration of customer satisfaction measurement techniques, customer relationship management technologies, and customer experience analysis instruments within a unified management framework.The findings indicate that effective service quality management should simultaneously consider perceived service quality, customer satisfaction, and customer loyalty. It is demonstrated that separate assessment methods do not provide a sufficiently comprehensive understanding of customer experience and therefore limit the effectiveness of managerial decisions. To address this issue, an integrated framework combining quality assessment tools, satisfaction indicators, loyalty metrics, and digital customer data is proposed. The study also introduces an integrated customer-oriented service quality indicator that allows organizations to evaluate service performance from the customer perspective and identify areas requiring improvement. The proposed approach supports continuous monitoring of service quality and facilitates more informed decision-making.The practical significance of the research lies in the applicability of the proposed framework to organizations operating in various service sectors. Its implementation can contribute to improving customer satisfaction, strengthening loyalty, increasing operational efficiency, and enhancing competitiveness. The integration of analytical methods with digital customer data also creates opportunities for more adaptive and proactive service quality management in a dynamic business environment.